Erewhon 🤝 Vacation

INTERESTING: The Six Bells, a Brooklyn boutique, is expanding into a Hudson Valley hotel with funding from Lerer Hippeau.

STAT OF THE WEEK: US ad business lost 2,200 jobs in May.

Latest updates

• Zendaya x On: On Running has named Zendaya as a brand partner in a multiyear deal. She stars in a new ad campaign and will help design future products, aiming to unite people through sport.

• Amazon: Amid seller outrage, Amazon is delaying its controversial low-inventory fee, crediting merchants for charges incurred until May 14, to help sellers adapt their inventory practices.

• Essentials: Foxtrot, the specialty grocer that closed last month, is reopening select stores in Chicago, Dallas, and Austin under new ownership. Co-Founder Mike LaVitola is back to help revive the chain, essential for young DTC brands.

• Lux pup: Pharrell Williams and Louis Vuitton launch luxury dog collection.

• Pride: Givenchy Beauty makes over Roblox space for Pride Month.

• Down Under: Glossier is expanding internationally, launching in Mecca stores in Australia and New Zealand starting July 16.

• Acquired: Outdoor Voices announced its acquisition by Consortium Brand Partners on Instagram, following years of struggles and the closure of all retail stores in March.

^{A special note from our partner Zapier}

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Erewhon 🤝 Vacation

Erewhon and Vacation have teamed up to launch the Sunscreen Smoothie, a tropical blend inspired by Vacation’s Classic SPF 30 Lotion. Free for members until 14 June, this collaboration marks a new trend in Functional Feasting and highlights a strategic opportunity for cross-promotional partnerships between food and beauty brands.

How Béis turned a TikTok pitch into a viral Father’s Day campaign

Luggage brand Béis, famous for its TikTok-driven growth, launched a groundbreaking Father’s Day campaign inspired by TikTok creator Robyn DelMonte, aka GirlBossTown.

@girlbosstown

First national campaign out now with @Beis Travel ❤️ more BTS to come 👀

From TikTok to reality: DelMonte pitched a playful “airport dad” campaign, celebrating over-prepared fathers who embody the ultimate travel companion. Béis quickly embraced this idea, transforming it into a major campaign.

The launchpad: Featuring four dads in quirky tasks like weight-lifting suitcases and sprinting up staircases, the campaign combined '90s paparazzi vibes with humorous content. It launched across Béis’ and DelMonte’s social media channels, amassing nearly 1.5 million views.

Behind the curtain: DelMonte played a crucial role, from selecting the photographer to overseeing the shoot. Her hands-on approach ensured the campaign’s authenticity and appeal.

Shaking up the industry: This collaboration highlights a shift in influencer marketing, where creators like DelMonte take the creative lead. Studies show young consumers trust creator-made content more, making such partnerships highly effective.

Setting a new standard: Béis’ innovative campaign with GirlBossTown sets a new standard for influencer collaborations, proving that giving creators creative control can lead to viral success and deeper audience engagement.

TikTok's plan: turning a billion users into shopping influencers

TikTok is revolutionizing affiliate marketing with its TikTok Shop, aiming to make over a billion users into shopping influencers. Launched in September 2023, this platform makes product promotion and earning commissions easier than ever.

Say goodbye to discount codes: Now, anyone with 1,000+ followers can promote products and earn affiliate income directly in-app, eliminating the need for clunky discount codes and streamlining the influencer marketing process.

Seamless brand-creator connections: TikTok Shop's marketplace allows brands and creators to connect, request samples, set affiliate rates, and track sales—all within the app, ensuring precise sales attribution.

Outshining Amazon's affiliate program: While Amazon's affiliate program set the stage in 1996, TikTok’s modern approach integrates shopping and content creation, making product promotion more effective for today's social media landscape.

Viral sales (the TikTok effect): TikTok's viral nature means products can explode in popularity quickly. Influencers create authentic, quick reviews, driving massive sales—unlike the selective partnerships seen on other platforms.

Success story: The Shadow Work Journal’s viral success on TikTok led to over a million copies sold, with nearly 700,000 through TikTok Shop. Influencers earned commissions, showcasing the power of TikTok’s affiliate system.

Lowering the barriers to influence: TikTok makes becoming an influencer accessible by simplifying brand connections, content creation, and sales tracking, opening the door for more users to join the affiliate marketing revolution.

TikTok is redefining affiliate marketing by embedding shopping within its platform. This move not only broadens the influencer base but also transforms how products are marketed and sold, offering exciting opportunities for marketers and brands.