Ecomdigest Outdoor Apparel & Gear - 10.24.2024

PLUS: Stay warm & grip tight with LEKI’s Spitfire Poles and Patrol Gloves this winter

Author

Marina Mouka
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Explorer Picks 🎒

Movember

Movember, a leading men's health charity, has partnered with the run coaching app Coopah to launch an emotionally resonant film as part of its Move for Movember campaign. This six-minute film, directed by Nic Minns and Matthew Bowen of Bright Steam Productions, features ten runners who have been personally affected by suicide, cancer, or mental health issues. The narrative unfolds as these individuals, including Katy and Imogen who both lost their fathers to suicide, share their stories while running and receiving calls from strangers. Katy poignantly reflects on how running keeps her connected to her late father, emphasizing the importance of discussing men's mental health.

The Move for Movember challenge encourages participants to run or walk 60km, symbolizing the 60 men lost to suicide every hour globally. Movember spokesperson Holly Llewelyn-Davies highlights the campaign's aim to showcase real-life supporters dealing with men's health issues, whether through personal loss or ongoing struggles with anxiety. The film captures the therapeutic power of movement and conversation, offering a platform for participants to open up about their experiences.

This initiative underscores the critical role of physical activity and dialogue in mental health, inviting viewers to witness the profound impact on the runners. The film, crafted by Coopah's talented team, serves as a testament to the transformative potential of community and support in addressing men's health challenges.

LEKI

LEKI's Spitfire 3D Poles and Patrol 3D Gloves offer exceptional performance and durability for skiers. The Spitfire poles feature a robust aluminum frame and innovative grip, while the Patrol gloves provide warmth and superior grip. Together, they form a reliable combination for tackling diverse skiing conditions with confidence and comfort.

The Athletes Foot's 'Fit For Every Run' campaign celebrates diverse forms of movement, featuring various individuals to highlight the joy of an active lifestyle. Collaborating with ICON, the campaign emphasizes finding the perfect shoe fit for every runner's journey, marking a shift from traditional product-focused marketing.

Rab and Grangers have formed a strategic partnership to enhance outdoor gear performance and sustainability. Launching in Autumn/Winter 2025, their collaboration introduces Grangers Down Defend, a hydrophobic down treatment. This innovation promises improved warmth and durability, aligning with both brands' commitment to environmental responsibility and superior outdoor experiences.

Jones Snowboards, in partnership with Geartrade, has expanded its Re-Up program to include snowboard trade-in and resale. This initiative allows snowboarders to trade in used boards for credit towards new ones, promoting sustainability. Geartrade manages logistics, enhancing the program's efficiency and accessibility for U.S. customers.

Insight of the Week 🔍

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division