Storytelling builds brands people fall for 💖 | Baby Buzz Newsletter

Editor’s Pick🌟

How Seraphine Unlocked 13X Growth in Pinterest

Seraphine, a leading maternity brand, harnessed full-funnel measurement to unlock huge revenue and efficiency gains.

The key? Identifying opportunities in underutilized channels.

With Fospha, Seraphine saw that Last Click had massively undervalued Pinterest, capturing just 3% of their conversions from the channel.😲 They scaled Pinterest rapidly and saw incredible returns: ROAS nearly doubled and channel revenue soared by 13X. 🎉

This story isn’t unique – Fospha’s latest research shows that 12-23% of a brand's budget should be spent on underutilized platforms like Pinterest, Snapchat, and YouTube for optimal efficiency. 🎉

Ready to unlock your brand’s growth potential?

Download the Growth Accelerator Guide.

Sector Spotlight 🎥

INNOVATIVE INFANTCARE

AI Innovations Transform Baby Sleep with Luxury Smart Bassinets

AI-powered bassinets like the SNOO enhance infant care with responsive technology, offering automated rocking and soothing sounds. Designed to improve sleep for babies and parents, it highlights a growing trend of AI integration in parenting products, despite potential concerns about cost and limited use.

COMMERCE INNOVATION

Janie and Jack Aims to Become One-Stop Kids’ Shop with Addition of Third-Party Marketplace

Janie and Jack ventures into eCommerce innovation with Mirakl, crafting a third-party marketplace strategy to become a premier family shopping hub. By broadening offerings beyond fashion, this initiative strategically aligns with D2C growth and customer engagement, enhancing brand trust and customer experience amid evolving industry dynamics.

INFANT FORMULA SAFETY

New Bill Aims to Ensure Safe and Plentiful Infant Formula Nationwide

Senators Hoeven and Peters introduced a bipartisan bill to enhance the safety and supply of infant formula following the 2022 cronobacter outbreak. The legislation mandates contamination testing, FDA notifications, and in-stock rate monitoring to protect families and prevent future shortages, underscoring strategic resilience in the infant formula market.

RETAIL EXPANSION

Australian Brand Scribble Mat Launches in the U.S.

Scribble Mat, an Australian brand of reusable silicone coloring mats, is now expanding to the U.S. market. With success internationally, they seek additional U.S. distributors and retail partners. These eco-friendly, artist-designed mats promote creative learning for children. The company aims to grow with shared retail missions in the U.S.

Influencer Corner 📣

Performance Pulse 📈

MARKETING CAMPAIGNS

Five Brands That Won Valentine’s Day

Valentine’s Day marketing isn’t what it used to be. This year, brands ditched clichés and delivered campaigns that sparked conversations—some through cultural influence, others by flipping the holiday on its head.

From SKIMS tapping into the power of fandoms to LEGO redefining Valentine’s gifting, and even brands like Publix celebrating love beyond romance, these campaigns prove that standing out requires more than heart-shaped products.

ClickZ breaks down the smartest Valentine’s Day strategies, including the rise of Anti-Valentine’s campaigns and last-minute marketing tactics that still drive results. Which brands nailed it? Let’s dive in.

DIGITAL CREATOR STRATEGIES

How Brands Are Growing Episodic Creator Partnerships To Reach A Younger Audience

Brands are leveraging episodic partnerships with creators to target younger audiences effectively. These long-term collaborations enable cost efficiencies, consistent content, and sustained engagement. By integrating creators into series, marketers enhance storytelling and audience connection, ensuring strategic advantages over one-off posts.

DIGITAL MARKETING

Do Less To Drive More Impact in 2025

Focus drives impact in 2025 marketing, with key channels like SEO, events, social media, and paid search leading. Reduce low-impact tactics, emphasize high-ROI programs. AI use is growing but must be strategic. Align GTM goals with pipeline creation, not MQLs, for effective marketing leadership.

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