Ecomdigest Baby Care Newsletter - 10.03.2024

PLUS: How a Simple Purse Sparked TikTok’s Newest Heartwarming Trend

Specialty Bites 🍪

HealthyBaby's Shazi Visram with Hilary Swank holding her twins, Ohm and Aya

Shazi Visram's HealthyBaby brand revolutionized baby care with clean, sustainable products, inspired by her son's autism diagnosis. Celebrities like Hilary Swank endorse it, and the brand is expanding into Target. Visram's entrepreneurial journey emphasizes passion, innovation, and setting high standards for baby products.

The 'She Deserved The Purse' trend on TikTok is a heartwarming yet cheeky phenomenon that has taken the platform by storm. It all started with a viral photo by Danesha Gonzalez, who spotted an expensive purse in the baby section of a supermarket and captioned it "she deserved the purse." This simple yet poignant image, highlighting the sacrifices mothers make, resonated with millions, racking up over 20 million views.

Now, here's where it gets interesting. TikTokers, always ready to jump on a trend, began leaving money and gift cards in baby food packets and diaper packs in supermarkets. It's like a modern-day treasure hunt, but with a twist of social commentary. Rising living costs in the US have made this trend particularly relatable, as it underscores the financial struggles many mothers face.

Julia Knapp's viral video explaining the trend has garnered over 1.3 million views, while another by @tabithaswatosh, showing her placing money in baby products at Target, has received over 9 million likes. These videos not only spread the message but also inspire others to participate, creating a ripple effect of goodwill.

In a world where social media often highlights the absurd, this trend stands out for its blend of humor, irony, and genuine empathy. It's a reminder that even in the most unexpected places, a little kindness can go a long way.

Avoid buying baby products from third-party sellers, as they may be counterfeit and lack proper certification. Skip luxury brands and items with less than a 15% discount. Be cautious of deals that seem too good to be true, and always verify prices through multiple sources to ensure genuine savings.

The Nuna Trvl Dubl stroller excels in maneuverability, stability, and ease of use, making it ideal for parents of a baby and toddler. It features a one-handed fold, accommodates a car seat, and handles various terrains well. Despite its high price, it offers significant convenience and durability.

Looking for the perfect gift for a mum-to-be? This guide offers 37 thoughtful options that focus on pampering the mother rather than the baby. From luxurious hampers to practical essentials, these gifts are designed to make her feel special and supported during this transformative time.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

Ecomdigest is a Contentive publication in the DTC Ecommerce division