OUR STORY
Explosive Social was founded by NZ based e-commerce entrepreneur and digital strategist Iyia Liu.
In 2015, Iyia founded e-commerce shape-wear business Waist Trainer with $6,000 and sold over 100,000 units of shape-wear to over 90+ countries around the world in the first 2 years using social media marketing, working with top tier global influencers such as Kylie Jenner to endorse the brand.
In 2016, founded e-commerce fitness and supplement business Luxe Fitness, turning over $7million in it’s first 2 years,
In 2018, founded e-commerce gift box business Celebration Box with a $4,000 initial investment, selling over 100,000 gift boxes in under 3 years.
Iyia has spoken at over 30 conferences around the world to share her marketing expertise and starred in 3 seasons of TV series Boss Babes airing in NZ (TVNZ), AUS & UK (Hayu).
From there, Explosive Social was born, and now our team of digital marketing experts help hundreds of businesses to scale.
New Ownership 2026
We have some exciting news to share - Explosive Social is celebrating new ownership, and we couldn't be more thrilled about what's ahead!
We're excited to formally introduce Emily Ostrowska and Wade Kirkland as the new owners of Explosive Social. As CEO, Emily will be charting the strategic direction of the business, bringing extensive experience across agency, publisher, and client-side marketing. A senior strategic leader with an international career, delivering award-winning strategies for some of the world's most recognised brands, ambitious start-ups, and government agencies alike. As CFO, Wade brings a decade of commercial and financial leadership across New Zealand's media and agency landscape.
Joining them in leading the business day-to-day is Fiona Kerr, Head of Growth, whose CMO background spans some of the world's most iconic brands - Coca-Cola, Lion, Nestlé, and VAPO.
Explosive Social is now proudly part of Foundry Collective - a new Auckland-based agency group built to help ambitious Kiwi businesses grow in a more sustainable way. Together, the team of around 20 are dedicated to connecting brand strategy, performance, and every customer touchpoint into one coherent system.
As we begin this new chapter, we want to warmly thank Poppy Ramsay-Gibbons and Sherilyn Upton for the incredible agency they have built and the talented team they leave behind. We are privileged to carry their legacy forward.
