What's Working in Marketing – A Refreshing Marketing Rollout

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Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this, follow me on LinkedIn or create a FREE Insight Library account, our team is publishing tons of free research that you won't want to miss.

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This week we're breaking down:

The Highlights:
- Diving into the release of lululemon's first-ever running shoe
Trending Research:
- Breaking down how Bumble attracted a female audience
The Watercooler:
- Highlighting how to choose which bandwagon to get on for marketing trends
#MarketingTwitter:
- Diving into three threads to understand how to level up your organic TikTok game, how to use Linkedin for your personal brand and to see some branding inspiration from Nike

A REFRESHING LAUNCH & MARKETING ROLLOUT FOR LULULEMON

As lululemon is entering the shoe market, I want to shed light on their new campaign that really sets their approach apart and makes them stand out in their product expansion.

The new lululemon Blissfeel sneaker is unique in its women-first focus. A shoe informed by women for women. Here are three key takeaways from the rollout that I want to share.

1. An impactful trailer was made to push the storytelling behind why lululemon wanted to create a women-focused running show. These days it is so easy to get stuck trying to manage all the different marketing channels, so seeing a storytelling-focused piece was a nice refresh.

2. The brand is embracing augmented reality with a new Snapchat filter where buyers can explore all the colours with a 360 view of the shoes or even try them on to see what colour they like the best.

3. They're offering a 30-day trial. Once landing on the product description page for the shoe, buyers will see the option to do a 30-day trial to see if the shoe is worth the hype and ultimately the best fit for their running. While the shoe launched on March 22, 2022, it already has 81 reviews online.

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BUILDING A FEMALE AUDIENCE OF 42% THROUGH BRANDING, PAID MEDIA & A CAMPUS NETWORK PROGRAM

SAAS

Bumble is an online dating app founded by ex-Tinder co-founder Whitney Wolfe Herd in 2014. It sets itself apart from other dating apps by enabling women to make the first move in heterosexual matches. If the woman does not make the first move within 24 hours, the match disappears.

Key Takeaways

Branding & Messaging

Website Homepage: All branding focuses on women making the first move.
‍Email Marketing: Female-focused campaigns and giveaways led to 21% average read rates.

Paid Media Advertising

Spend Allocation: Facebook has seen the highest spend allocation from 2016-2021 at $491M.
Demographic Target: Bumble spends an average of 65% of their budgets towards women.
Creative Testing: Simple ad creative led to the lowest CPM ($6.71) in women-focused messaging.

Campus Network Program

Advocate Program: Bumble created campus-wide advocate programs for students to promote the app.
Themed Branding: Hashtag #snowplacelikebumble led to 425 Instagram advocate posts in one month.
Specific Selection: Bumble used a specific application process to select the best fit for their ‘Honeys’.

See How Bumble Grew its Female Audience

TO ADOPT OR NOT?

From TikTok videos to influencer giveaways, new marketing trends emerge every year – leaving marketers struggling to figure out where to focus and what to do. 🤷

While leveraging one trend might work well for a particular brand, trying to incorporate the same trend into your marketing strategy may not have any impact at all – or worse, it might damage a brand in the eyes of consumers.

Jumping on a marketing trend early can be a winning strategy, but it can also flop if the trend isn’t executed properly by the right kind of brand to reach the right kind of audience.

Our team at RightMetric gets this question all the time:

How should we make timely decisions about whether to adopt or ignore a marketing trend? 🤔

Learn How to Choose the Right Trend

THREE TWITTER THREADS

A good strategy is a good strategy, no matter where you find it.

Here are three Twitter threads you should check out this week:

1. The twelve best accounts to level up your TikTok game

2. Using your Linkedin to build a personal brand (& improve your day to day marketing skills)

3. Check out Nike's anamorphic board for some branding inspo

In case you missed any previous versions, check them out via the links below.

1. What's Working in Marketing - How to Start Perfecting Your Marketing Strategy
2. What's Working in Marketing - Simple Steps to Rank Higher on Instagram
3. What's Working in Marketing - Stop Wasting Your Time with Data