Ecomdigest Baby Care Newsletter - 11.14.2024

PLUS: How did 87% of Eco Brands are Fighting Green Fatigue

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 7 minutes

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Baby Buzz 🧸

Carter’s

Carter's, a leading name in children's apparel, is strategically enhancing its "More Than Just Cute" campaign with a holiday twist, aiming to resonate with parents who value practicality over mere aesthetics. The campaign, crafted by Mischief, cleverly highlights the less glamorous moments of parenting, such as a baby screaming on Santa's lap or struggling in a snow suit. This approach underscores Carter's commitment to style and durability, aligning with the brand's value proposition. Jeff Jenkins, EVP of global marketing, notes the campaign's success in boosting site traffic and attracting Gen Z consumers, emphasizing the need for functional children's clothing during the holiday season.

The Atlanta-based company is investing an additional $10 million in marketing for the latter half of the year, a move that is already yielding positive results. Despite a 4% decline in third-quarter sales to $758 million, Carter's exceeded expectations through effective pricing and marketing strategies. The company's exclusive brands, available at major retailers like Target, Walmart, and Amazon, have become a significant advantage, offering consumers the convenience of one-stop shopping.

Carter's strategic focus on competitive pricing and marketing innovation is proving beneficial in an inflationary market. CEO Michael D. Casey highlights the brand's unparalleled position as the largest supplier of young children's apparel, leveraging partnerships with mass retailers to maintain a competitive edge.

Alami International expands its partnership with Tommee Tippee to Kenya, enhancing its distribution network in East Africa. This collaboration aims to provide Kenyan families with trusted, high-quality baby products, aligning with Tommee Tippee's mission to simplify parenting. The expansion marks a significant milestone for both companies.

Eco-friendly brands like Dropps and Dirty Labs are addressing "green fatigue" by prioritizing product efficacy over sustainability claims. By ensuring their products perform well, they aim to win over skeptical consumers. This strategy balances effectiveness, sustainability, and affordability, appealing to environmentally-conscious shoppers without compromising on quality.

Mamas & Papas achieved record sales of £154.3m, driven by expansion in UK and international markets. The brand focuses on data-driven marketing, ESG commitments, and new partnerships to enhance customer experience and accessibility. Their Loved for Life initiative and charity collaborations further support sustainability and community engagement.

The HighSpeedDaddy bag is a rugged, spacious option for dads, offering ample storage and durability. While its insulated pockets underperform and it's heavier than competitors, its quality construction and versatility make it suitable beyond diapering years. Consider it for long days with multiple activities or children.

Leading Voices 📣 

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets.

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going Global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for e-commerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division