The Baby Shark x SHEIN Collection | Baby Buzz Newsletter

Lions Unleashed 🦁

What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

Sector Spotlight 🎥

FASHION COLLABORATION

Baby Shark x SHEIN Partners to Offer a Stylish Fashion Collection

SHEIN's collaboration with The Pinkfong Company celebrates Baby Shark's 10th anniversary through a limited-edition collection featuring bold designs and family-friendly apparel. 

With 98 clothing pieces and 19 accessories, this collection caters to a diverse audience from infants to adults, making it a strategic move for expanding SHEIN's market reach.

Available on SHEIN's platform, this collaboration leverages the global popularity of Baby Shark to enhance brand visibility and consumer engagement, providing practical insights for marketers aiming to capitalize on popular cultural phenomena.

ECOMMERCE EXPANSION

Hibbett Unveils Kids App and eCommerce Site for Back-To-School Shopping

Hibbett has launched Hibbett Kids, a dedicated app and eCommerce platform, targeting parents with features like personalized content and flexible payment options during the back-to-school season.

This initiative is part of its strategic digital expansion under new ownership by JD Sports, providing an enhanced shopping experience from nursery to teens. The platform also offers product filters and daily new releases, positioning Hibbett strategically in the competitive athletics retail market alongside Nike and Dick’s Sporting Goods alliances.

PRODUCT EXPANSION

Calpak Introduces First Kids Collection With Backpacks, Lunch Bags, and Plush Accessories

Calpak expands into the kids' market with backpacks, lunch bags, and accessories, leveraging insights from existing customers who are now parents. The kids' collection, driven by strong demand from its successful baby line, includes features that address real parental needs, like security and comfort, all while maintaining a fun appeal for children.

In a competitive landscape, Calpak plans to differentiate by focusing on practical features and targeted marketing strategies to secure a share of this evolving market.

🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Optimization Hub ⚙️

ECOMMERCE TRENDS

eCommerce Marketing Trends to Know of in 2025

In 2025, eCommerce marketing is driven by five crucial trends:

• personalization and enhanced customer experiences using data and AI

• the rise of mobile commerce and shoppable content

• the impact of social commerce coupled with influencer marketing

• the importance of data analytics and marketing automation

• the evolving roles of SEO and content marketing.

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights Help Brands Expand Into Underserved Markets With Amazon DSP

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.