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  • ClickZ Baby Care Newsletter - 11.28.2024

ClickZ Baby Care Newsletter - 11.28.2024

PLUS: Volvo’s heartwarming campaign connects parenting with car safety

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Baby Care & Products, your essential newsletter for baby care e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

Here’s what’s new this week:

🎁 Melissa & Doug Pop-Up: Hands-on toy demos and gift-finding kiosks at Walmart.
🌱 Little Bellies in Canada: Organic snacks for toddlers now available nationwide.
🚗 Volvo’s Ad: Celebrating parenthood with heartfelt storytelling.
🛏️ Nursing Pillow Launch: Dr. Mama’s Organics debuts a back-supporting design.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Walmart

Melissa & Doug, a renowned name in the toy industry, is set to revolutionize holiday shopping with an innovative pop-up play area at the Elm Springs Walmart Supercenter in Springdale, Arkansas. Acquired by Spin Master earlier this year, the company is leveraging this exclusive toy shopping experience to showcase its commitment to sustainability and innovation. This initiative not only provides families with a unique opportunity to engage with the season's most sought-after toys but also underscores the brand's dedication to creating memorable experiences for its consumers.

The pop-up shop, open from Wednesday to Sunday until December 15, excluding Thanksgiving week, is designed to captivate and educate. It features several demo areas where families can interact with Melissa & Doug's bestselling toys, offering a hands-on experience that is both engaging and informative. This approach reflects a broader industry trend towards experiential retail, where consumers are encouraged to explore products in a more immersive environment. The inclusion of the unreleased Blockables toy line further enhances the allure, positioning Arkansas shoppers as pioneers in experiencing these new products.

In a clever nod to the challenges of gift selection, the pop-up includes interactive kiosks with quizzes to assist shoppers in finding the perfect toy. This feature not only simplifies the decision-making process but also highlights the brand's innovative use of technology to enhance customer experience. By integrating these elements, Melissa & Doug is not only setting a new standard for holiday shopping but also reinforcing its position as a leader in the toy industry.

Little Bellies

Little Bellies, an organic baby and toddler snack brand, is expanding in Canada. Founded by brothers Steven and Clive Sher, the brand offers developmentally supportive snacks. Their products, free from artificial additives, are now available at major Canadian retailers, aiming to empower parents with nutritious options for their children's growth.

Volvo's new ad for the EX90 transcends traditional car advertising by focusing on the emotional journey of parenthood. Directed by Hoyte Van Hoytema, it captures the fears and joys of raising a child, emphasizing family support and safety. The ad resonates deeply, celebrating life's unpredictable yet rewarding moments.

Dr. Mama's Organics introduces an Organic Nursing Pillow with Back Support, designed by doctors to enhance comfort for nursing mothers. For every 100 sold, one is donated to local charities.

Free People's matching sets are ideal for pregnancy and postpartum, offering comfort and style. Julieta, a postpartum mom, praises their versatility for home, errands, and nursing. The sets, available in various colors, fit true to size and elevate casual wear. Explore more options for a cozy, confident wardrobe.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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