Jolie’s $30m shower head revolution

It’s Monday!

Microsoft is quietly shutting down its retail advertising platform PromoteIQ, shifting clients to Criteo as part of a new strategy, after determining that PromoteIQ's low-margin business wasn't profitable enough to reach $1 billion in revenue.

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Why brand building and performance marketing are BFF goals on TikTok 🤝

New research from Tracksuit, a global brand tracking company, and TikTok reveals how once bitter rivals—performance and brand marketing—drive more conversions when used together. Specifically, high brand awareness advertisers drive 2.86x more lower-funnel conversions, like purchases, than low awareness advertisers. If you want to drive business growth, brand matters 📣

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Updates ☕️

Facebook is rolling out new features like "Local" and "Explore" tabs to attract younger users, focusing on connecting them with communities, events, and personalized content as it competes with TikTok.

Pinterest has launched its AI-powered "Performance+" suite to automate ad campaigns, promising better targeting, bidding, and creative tools, with early tests showing at least 10% improvements in ad performance.

Google's dominance in search advertising is being challenged as TikTok introduces ads targeting user searches, and AI startup Perplexity prepares to roll out ads, intensifying competition in the $300 billion market.

Seeding success: How Jolie turned shower heads into a $30m DTC hit

Jolie isn’t just selling shower heads—they’re creating a movement. Their secret? A genius seeding strategy that sparked authentic conversations and turned a basic product into a $30 million DTC hit.

Real conversations, not big names

Instead of chasing celebrity endorsements, Jolie went grassroots. In their first year, they sent 5,000 shower heads to influencers—not the biggest, but the most authentic. By year two, they doubled down, focusing on people who genuinely cared about the product, not just their follower count.

Takeaway: Focus on people who care about your product, not just big names. Authenticity sells.

Authenticity drives trust

Jolie’s influencers didn’t follow a script—they shared real experiences, from TikTok unboxings to casual filter-change videos. Viewers didn’t even realize they were watching ads, which is exactly why they worked.

Takeaway: Let influencers be themselves. The less it feels like an ad, the more it builds trust.

Everywhere you look

Jolie didn’t stop with influencers—they blanketed the offline world, too. Trucks, sidewalk stickers, and out-of-home ads kept the brand top-of-mind, creating a “surround sound” effect that boosted curiosity.

Takeaway: Consistency across multiple channels keeps your brand in front of your audience, everywhere they look.

Turning hype into loyalty

Once Jolie got people talking, they kept them hooked with a smart subscription model for shower filters. Now, 80% of customers subscribe, turning a one-time purchase into long-term loyalty.

Takeaway: Use UGC to start the conversation and subscriptions to keep it going.

The bottom line: Jolie’s marketing playbook shows that real conversations beat flashy ads every time. By focusing on authenticity, leveraging grassroots influencers, and maintaining a multi-channel presence, they’ve built a $30 million brand. The lesson? Keep it real, and the success will follow.

How different generations are shopping this holiday season

With the holidays around the corner, understanding how different generations shop can help brands tailor their strategies. Here’s a quick look at what to expect from each age group from a recent study:

Spending shifts

Gen Z (36%) and Millennials (76%) plan to splurge more this holiday season, while Gen X and Boomers are keeping it steady.

Takeaway: For younger shoppers, highlight unique offers that justify bigger budgets. For older generations, reinforce trust and reliability.

Early birds vs. last-minute shoppers

Nearly 30% of Gen Z and 41% of Millennials are starting holiday shopping before October, but 42% of Boomers will wait until November or December.

Takeaway: Roll out early deals to catch those who shop ahead. Don’t just rely on Black Friday—capitalize on pre-holiday buzz.

Gift preferences

Gen Z is all about clothing, Millennials lean into health and beauty, and Boomers are sticking with gift cards.

Takeaway: Push trendy gifts for the younger crowd, but highlight gift cards for older shoppers looking for easy wins.

Where they get ideas

Gen Z hits up social media for gift inspo, while Boomers and Gen X prefer visiting stores.

Takeaway: Double down on social media and influencer campaigns for younger shoppers, and make the in-store experience seamless for older generations.

How they buy

Younger generations are mobile-first, with 36% of Gen Z shopping on their phones. Boomers, though, prefer desktops.

Takeaway: Ensure a mobile-optimized shopping experience for Gen Z and Millennials, while maintaining a smooth desktop interface for Boomers.