Ecomdigest Baby Care Newsletter - 10.24.2024

PLUS: Global baby bottles market to grow by $1.05 bn in next 4 years

Author

Marina Mouka
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 👑

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Baby Buzz 🧸

Business Wire

Bobbie, a pioneering mom-founded pediatric nutrition company, and renowned cook Molly Baz have launched a groundbreaking campaign in Times Square, featuring the first billboard with a breastfeeding mom. This initiative challenges outdated stigmas surrounding infant feeding choices, highlighting the prevalent practice of combo feeding—breastfeeding, pumping, and formula use—among 70% of formula-feeding parents in the U.S. The campaign, part of Bobbie's "Formula Is Food" initiative, aims to empower parents to confidently choose their feeding methods without societal judgment.

Molly Baz, a new mom and NYT bestselling author, embodies this message by sharing her transition from exclusive breastfeeding to combo feeding. Her presence on the billboard, where her pregnant image was previously removed for being "too provocative" underscores the persistent double standards in advertising. This campaign not only celebrates the female body but also seeks to normalize diverse feeding practices, advocating for a culture of acceptance and support.

Bobbie's mission extends beyond advertising, focusing on educating parents about formula ingredients and advocating for policy changes. By funding infant feeding research, Bobbie aims to drive innovation and create lasting impacts for American families. This campaign is a critical step towards dismantling the breast vs. formula debate, promoting a parenting culture of confidence and informed choice.

JoJo Maman Bébé has appointed Mark Wright as interim CEO, succeeding Gwynn Milligan. Wright, formerly with FatFace, will begin his role at the end of October. His transition follows a planned break after overseeing FatFace's ownership change. This move reflects the dynamic shifts in retail leadership.

Choosing the right baby lotion is crucial for your infant's delicate skin. Himalaya, Cetaphil, and Sebamed offer dermatologist-tested options with unique benefits. Himalaya uses Ayurvedic ingredients, Cetaphil provides intense hydration, and Sebamed supports the skin's natural barrier. Consider your baby's needs and consult a pediatrician for guidance.

The global baby bottles market is projected to grow by USD 1.05 billion from 2024-2028, driven by formula milk adoption and AI innovations. Despite challenges from breastfeeding trends, demand for BPA-free and smart bottles rises. Key players focus on eco-friendly designs and online sales to capture market share.

New parents should invest in a sterilizer to keep baby feeding equipment germ-free. The Bounty Baby Awards highlight top choices: Tommee Tippee Ultra UV, Philips Avent Electric Steam, and Milton Antibacterial Tablets. These products ensure safety and convenience, offering various methods to suit different needs and preferences.

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division