JoJo Siwa on how marketers can engage with Gen Z—and evolving her personal brand

Joelle Joanie “JoJo” Siwa first burst onto the pop culture scene at just nine years old as a contestant on the Lifetime reality series “Abby’s Ultimate Dance Competition” and then hit reality show “Dance Moms.” Siwa quickly gained a reputation for her exuberant personality, diva moments and extremely colorful wardrobe—most notably, her signature massive hair bows, which she often wore atop a very high ponytail.