Baby Buzz Newsletter - 01.22.2025

Editor’s Pick 🌟

PERFORMANCE MARKETING
You’re Not Spending Enough on Upper-Funnel Campaigns 😬

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

Sector Spotlight 🎥

MARKET EXPANSION POTENTIAL
Wet Tissues and Wipes Market to Skyrocket by $10.78 Billion by 2029

KIDS HYDRATION REVOLUTION
Critter Elevates Kid Hydration with Innovative Trust-Driven and Engaging Beverage Initiative

Critter Vitamin H2O emerges as a strategic venture in the kids' beverage segment, blending health-consciousness with nostalgic appeal. Developed by insightful founders, this multivitamin drink targets the shift towards cleaner options.

Positioned for D2C expansion, Critter's approach aligns with trust-building and community integration, promising innovation in family hydration solutions.

RETAIL INNOVATION
Nordstrom Reveals Nuna Pop-Up in NYC Flagship Featuring Luxury Baby Gear

Nordstrom's NYC flagship hosts Nuna pop-up, "Nuna at The Corner," until March 2, featuring premium baby gear like the new PIPA urbn car seat.

This collaboration merges retail innovation with Nuna's trendsetting products, offering customers a preview of upcoming lines while exemplifying strategic marketing synergy in iconic retail spaces.

INFANT NUTRITION
Vivinal Lactoferrin Elevates Infant Formula with FDA-Approved Immune Support

Vivinal Lactoferrin, an ingredient by FrieslandCampina Ingredients, has been deemed GRAS by the FDA for use in infant formula.

This approval allows FrieslandCampina to supply the US market with a product that supports infant immunity, meeting the growing demand for formula mirroring breast milk's nutritional profile.

Influencer Corner 📣

Performance Pulse 📈

DIGITAL STRATEGY SHIFT
Brands Innovate and Thrive Amidst Potential U.S. TikTok Ban Challenges

The potential U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion.

By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

MOBILE MARKETING TRENDS
Unlock Mobile Marketing's Luxury Potential and Embrace 2025's Transformative Trends Now

Mobile marketing in 2025 thrives on technological advances—like AI-driven personalization, 5G, and AR/VR—reshaping consumer engagement. Strategic focus includes hyper-localized ads and ethical AI practices.

These innovations are essential for brands seeking consumer trust and loyalty, driving growth in an increasingly digital world. Emphasis on data privacy remains crucial.

Your Say 🗣️