ClickZ Household Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM webinar on October 3

Author

Sophie Bruxner-Randall
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Dylon detergent is revolutionizing laundry with its eco-friendly, color-restoring formula. Launched by Henkel, it promotes sustainable fashion by renewing clothes, reducing waste, and extending garment lifespan. The #RethinkNew campaign highlights this innovation, encouraging consumers to rethink their laundry habits for a greener future.

Jennifer Hudson, an EGOT-winning artist and wildlife enthusiast, teams up with Dawn's iconic ducklings to promote a limited-time offer. This collaboration aims to fight kitchen grease, save money, and support International Bird Rescue.

Hudson highlights Dawn's effectiveness in cleaning both dishes and delicate feathers, making it a trusted brand for over 45 years.

For a limited period, shoppers can download a $1 coupon for Dawn Platinum EZ-Squeeze, with Dawn donating $1 to International Bird Rescue for each coupon used, up to $100,000. This initiative underscores Dawn's commitment to wildlife conservation, as emphasized by JD Bergeron, CEO of International Bird Rescue, who praises Dawn's role in saving birds affected by oil spills.

MySmile diversified its sales channels by launching TikTok Shop, leveraging Shop Ads, and engaging with affiliates. This strategy led to $1M in GMV within three months, a 3x ROAS, and an 80% reduction in CPA. TikTok Shop now outperforms other platforms, prompting budget shifts.

Kenji has appointed ex-Clintons CEO Eddie Shepherd as managing director and ex-Jack Wills CEO Suzanne Harlow as board chair. These strategic hires aim to double Kenji's UK presence by 2025, with new flagship stores and expansions planned. Their combined expertise will drive Kenji's growth and innovation.

MaidPro celebrates National Professional House Cleaners Day by offering expert home maintenance tips. Key advice includes reducing clutter, conducting light upkeep, and removing stains immediately. Regular cleanings promote wellness and efficiency. MaidPro's 49-Point Checklist ensures thorough service, enhancing customer satisfaction and maintaining a clean, healthy home environment.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. Belgian Boys, initially targeting urban consumers, now caters to busy parents nationwide, with products available in nearly 10,000 stores like Target and Walmart. The company invests heavily in retail media networks and local influencers to boost sales.

Similarly, plant-based milk startup Willas and prebiotic soda brand Olipop are leveraging hyper-localized marketing strategies. Willas tested its products at the Minnesota State Fair, while Olipop uses platforms like Hummingbirds to connect with local creators. These efforts help brands build strong, localized customer bases and ensure product movement in big retail chains.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

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