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Signal From Noise: How To Nail TikTok in Five Pillars of Success

Plus: Mima goes mainstream with Target e-commerce push

Author

Avinash Duggempudi
August 27, 2025 • Estimated Reading Time: 5 minutes

Baby Buzz

Here's what's happening this week in the world of baby care marketing:
- P&G tests a China-made diaper line at Target
- mima taps Target’s ecosystem to scale reach
- Ninni’s DTC pacifier moves into hospital channels
- New diapers market study flags disruption through 2032
- Signal from noise: How to nail TikTok in 5 pillars of success.

⏱️How Nécessaire Outpaced Competitors With 47% More Revenue



Nécessaire went into Prime Day with proof that Meta and TikTok were quietly fueling Amazon sales, even when they showed up as “organic.”

Armed with that evidence, they increased spend and beat their peer group with 47% higher revenue. Most teams would’ve cut back and left millions on the table.

👉 Follow Fospha on LinkedIn for data-backed playbooks and real-world learnings from leading retail brands, so you can see exactly how the best are scaling profitably.

📌WEEKLY MUST-KNOWS

Procter & Gamble began selling Bumbum, a China-made diaper brand, at Target as Pampers and Luvs cede share to lower-cost imports. This is a pricing and sourcing play that tests tariff economics and portfolio segmentation to defend value-conscious shoppers. Impacted: P&G’s brand architecture, Target’s diaper aisle mix, private-label and challenger brands competing on price.

Premium baby gear brand mima entered a new retail agreement with Target, listing strollers, high chairs, bassinets, and accessories online. The move mainstreams a design-led niche player and plugs it into Target’s rewards, card discounts, and fast shipping, boosting conversion levers and reach. Affected: higher-end DTC gear brands eyeing omnichannel scale and Target’s growing baby assortment.

With 97% of shoppers in at least one scheme and loyalty pricing saving 17% to 25%, brands are using memberships to prove value during a cost-of-living squeeze. Expect tighter integration of perks, price-locks, and personalization as retention moats. Implications for baby care: recalibrate promo strategy across retailer programs and owned CRM to defend share.

🗣️ LEADING VOICES

Signal From Noise: How To Nail TikTok in Five Pillars of Success.

The link below is an interactive guide on how to nail TikTok based on Jay Hunter & Catalina at Mary Ruth's, fantastic session at eTail™ Boston, where they discussed going from $1 to $40M in one year!

Interact with the guide here: https://lnkd.in/eUUwPWVi A write up of their session is also available via ClickZ.com: https://lnkd.in/e9qAiYBn

⚡QUICK READS

Hatch’s Smart Nursery Ecosystem Gains Momentum: Hatch’s integrated sound-light-sleep devices reinforce demand for interoperable nursery tech, signaling opportunities for partnerships, in-app routines, and content-led retention.(More)

New Diapers Market Study Flags Disruption: SkyQuest released a diapers market report outlining disruptors and competitive shifts through 2032, useful for stress-testing pricing, sourcing, and channel bets.(More)

Joolz Unveils Aer2 One-Handed Travel Stroller: The product meets growing demand for portability, accessibility, and sustainability in on-the-go parenting. Retailers and DTC brands should expect increased competition and messaging around one-hand usability and eco materials.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division