ClickZ Winter Sports Newsletter - 10.24.2024

PLUS: LINE Skis launches The Lateral snowboard for playful rides

Author

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

Leading Voices 📣

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.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

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.

Specialty Bites 🍪

Johnnie Walker

Johnnie Walker's latest campaign, the Blue Label Ice Chalet, marks a strategic collaboration with actress Priyanka Chopra Jonas and luxury skiwear brand Perfect Moment. This initiative aims to capture the essence of the Apres Ski experience, a growing trend in the luxury market. The campaign introduces a limited-edition blend, crafted by Master Blender Emma Walker, housed in a bottle featuring Perfect Moment's distinctive design elements. This partnership not only highlights the brand's innovative approach but also positions Johnnie Walker as a key player in the evolving luxury lifestyle sector.

The campaign's timing aligns with the winter season, capitalizing on the global ski market's projected growth. By integrating fashion, skiing, and premium spirits, Johnnie Walker creates a unique luxury experience that resonates with its target audience. The collaboration extends to a capsule skiwear collection, inspired by the "blue hour" further cementing the brand's presence in the luxury market. This strategic move underscores the brand's commitment to innovation and its ability to adapt to emerging consumer trends.

Johnnie Walker's approach reflects a broader industry trend towards experiential marketing, where brands seek to create memorable moments that foster consumer loyalty. By embedding itself in the Aprs Ski culture, Johnnie Walker not only enhances its brand image but also sets a benchmark for future luxury collaborations.

LINE Skis, known for innovation in freestyle skiing, introduces its first snowboard, The Lateral. Designed for beginners and intermediates, it offers playful riding with advanced technology. Featuring Hybritech construction and an aspen wood core, it promises durability and ease, marking a new chapter in LINE's winter sports offerings.

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.

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.

Perrine Laffont, a top mogul skier, will return to the FIS Moguls World Cup for the 2024-25 season after a break. Her comeback promises an exciting rivalry with Jakara Anthony, who dominated last season. The competition begins in Ruka, Finland, on November 30, 2024, with events across Europe and North America.

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.

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