Ecomdigest Underwear - 10.10.2024

PLUS: Beyoncé’s Iconic Levi’s Ad Revival

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Melanie DiSalvo, a seasoned fashion consultant, launched Nu:titty, a post-mastectomy lingerie brand. Inspired by her own experience, the brand offers bras designed for comfort and healing. Collaborating with photographer Erez Sabag, the campaign features models with various breast reconstructions, showcasing the brand's adaptability and support.

NYC startup ALPHX revitalizes the Tupperware party concept by hosting men's underwear events with models, fostering direct consumer engagement. These gatherings, blending fun and shopping, offer a unique, non-traditional retail experience. Attendees appreciate the tactile shopping opportunity, enhancing product understanding and encouraging purchases in a community setting.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Underwear Insights 🩲

Beyoncé's new Levi's ad is a modern twist on the iconic 1985 commercial featuring Nick Kamen. In a laundromat, she strips to her underwear, echoing Kamen's memorable scene. This campaign cleverly revives a classic moment, showcasing Beyoncé's star power and Levi's enduring brand appeal.

Boody, an Australian underwear brand favored by celebrities like Emily Ratajkowski, Kylie Jenner, and Bella Hadid, has launched a new collection under $40. Known for its ethical and sustainable approach, Boody offers lightweight, breathable, and comfortable options, including bras, shirts, and socks. This October, Boody's bestsellers turn pink to support Breast Cancer Awareness Month, with all profits going to the McGrath Foundation for funding Breast Cancer Care nurses.

The limited edition collection includes wireless t-shirt bras, full bust bras, classic bikinis, full briefs, and men's seamfree boxers, priced between $15.95 and $39.95. This initiative not only provides stylish and comfortable attire but also supports a meaningful cause, making it a perfect blend of fashion and philanthropy.

NFL star Maxx Crosby partners with Saxx Underwear as their new ambassador, aligning with the brand's values of dedication and excellence. This collaboration includes the All-Saxx Conference, supporting college athletes. Crosby's endorsement highlights Saxx's comfort and versatility, expanding the brand's reach through his influence.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiencesand creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division