Major marketing trends of H1 2024

Welcome to today's edition! We’re exploring the major marketing trends of the first half of 2024, including the rise of generative AI and the resurgence of retail media. We'll also delve into some standout strategies from top brands like Ouai and Milani Cosmetics, showcasing their innovative campaigns that are making waves this summer. Stay tuned for insights and tips to navigate the dynamic marketing landscape of 2024!

^{Before we head into the edition, here’s a note from a partner of DTC Creator…}

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^TRENDS

Major marketing trends of H1 2024

As we dive into the second half of 2024, let's take a quick look back at the trends that have been shaping companies so far this year. It's been a wild ride of getting back to basics and exploring new frontiers.

Generative AI: Generative AI has been the talk of the town for boosting efficiency and speed. Companies like Shapermint, Klarna, and US Bank have jumped on the bandwagon for chatbots, research, translation, and personalization. But AI-generated commercials? Not quite there yet. Toys 'R' Us tried it with OpenAI’s Sora, and the results were... let's just say, a bit too uncanny.

Back to basics: While everyone’s chasing the next shiny object, some marketers are grounding themselves with the basics. With tight budgets and the need to show ROI, many are refocusing on brand building. It’s a sensible move in times when CFOs hold the purse strings and every dollar needs to prove its worth.

Everything is an ad network: Retail media is blowing up beyond traditional stores. Financial giants like Chase and airlines like United are now in the ad network game. It’s all about leveraging that first-party data goldmine. With retail media ad spend set to hit 21.8% by 2027, everyone wants a piece of the pie.

Google’s cookie delay: Remember when we thought Google would finally kill off third-party cookies? Well, it’s delayed again. So, marketers are putting their post-cookie strategies on the back burner for now, focusing on the latest hot trends like generative AI and retail media instead.

TikTok ban concerns: Despite all the chatter about a potential TikTok ban, marketers aren’t freaking out. TikTok’s still booming, and we've seen these threats come and go before. Plus, most have backup plans to shift investments and keep influencer partnerships alive across other platforms if it comes to that.

Some tips for H2:

• Prioritize data privacy: Always ensure customer data privacy. Anonymize data to enhance personalized experiences while sticking to strong data and AI principles.

• Leverage AI internally: Use AI and machine learning not just for products but also for marketing. Generative AI can personalize content, optimize media, and leverage customer insights.

• Embrace the promise of AI: Generative AI shows great potential. It’s early days, but it’s proving to be a game changer in marketing efficiency and customer experience enhancement.

^STRATEGY

Ouai's St. Barts Line makes waves with bold summer campaign

This summer, Ouai is making a splash with its St. Barts campaign, capturing attention by land, air, and sea.

High-flying ads: Ouai’s in-flight media campaign on JetBlue is back, strategically placing ads right after the safety video. This ensures maximum visibility and builds on last year’s buzz.

Sea-worthy billboards: In Miami, floating digital billboards with catchy taglines like “Smell like you’re that beach” are grabbing beachgoers’ attention. Despite their controversy, these billboards are making a strong impact.

Ground game: In LA, Ouai is hitting Santa Monica and Venice Beach with wild postings and traditional billboards, capturing the summer vibe and reinforcing the St. Barts brand.

Why it works: Nicole Solórzano, VP of Brand Marketing at Ouai, emphasizes OOH advertising for its ability to evoke “accessible luxury” and vacation vibes.

“People want to feel like they’re on vacation,” Solórzano says.

Innovative extras: Ouai is also sending scratch-and-sniff mailers to engage potential customers with the irresistible St. Barts fragrance.

Marketing tips:

• Consistency counts: Use familiar visuals and taglines to strengthen brand presence.

• Unique placements: In-flight and floating ads can capture high engagement.

• Sensory marketing: Scratch-and-sniff mailers create lasting impressions.

^STRATEGY

Milani Cosmetics champions women’s sports with endurance campaign

Milani Cosmetics is turning heads by merging beauty with women’s sports, emphasizing the durability of their “Make It Last Setting Spray.”

Proven longevity: After confirming that their setting spray lasts up to 24 hours, Milani launched an endurance-themed campaign. They partnered with Barry’s Bootcamp and enlisted athletes like Jordan Chiles and Sabrina Ionescu to put the product to the test.

Athlete-focused marketing: Their new “Face Set. Mind Set.” campaign, launched in June, marks Milani’s first collaboration with athletes, aligning with the growing prominence of women in sports ahead of the Paris Olympics.

“This is the perfect opportunity to leverage the cultural momentum,” says Jeremy Lowenstein, Milani’s CMO.

@milanicosmetics

How does @Sabrina Ionescu set her game face so her mind can focus on what matters? With Make It Last Setting Spray!🏆✨🏀 When your face is s... See more

Insight-driven and inclusive: Milani relies on consumer feedback from TikTok, Instagram, and YouTube to shape their strategies. The brand, originally founded to serve Black women, continues its commitment to inclusivity and diversity.

“We’ve always been about showing up authentically,” Lowenstein emphasizes.