What makes a single brand stand out amongst the mass content peppered across the internet? AdAge recently revealed their annual list of the country’s hottest brands, compiling a total of 20 companies, such as Billie, Glossier, Everlane and Rothy’s, just to name a few.
While the brands below are only a snippet of Adage's full list, the trend is clear: ethical is in, transparency is key, and direct-to-consumer (D2C) is king.
Becoming an A List Brand
Billie, a women’s shaving company, challenges the “pink tax” as the brand offers more affordable and efficient personal care products. In alignment with body positivity and celebrating women’s bodies, Billie takes a unique approach and center’s their brand around women’s body hair as opposed to following the footsteps of others and neglecting such natural processes.
Billie turns to social media to promote their ads, spending over $700k on Facebook ads alone, attracting more than 75 million impressions, according to data from Pathmatics Explorer. Similarly, Billie spends a majority of their spend targeting a female audience, coughing up $738k on ads targeted toward women, as opposed to spending $18k to attract men.
Glossier’s mission revolves around natural beauty and skincare in which encourages the celebration of individuality. Is it because of this marketing approach that Glossier made it on AdAge’s list of hottest brands? According to Pathmatics Explorer, data reveals Glossier’s primary target, unsurprisingly, is as female audiences, with a high number of ads targeted toward as well as iOS users. Likewise, the brand spends over $600k on their social, specifically Facebook, ultimately reaching over 60 million impressions.
Ethical Brands Also America’s Hottest?
As a clothing retailer selling primarily online, Everlane is a brand that embraces the changing social landscape, meanwhile offering good quality with ethical factory production. Is this call for transparency the reason as to why Everlane made it on the hottest brands A-list?
Everlane utilizes multiple social platforms to promote their brand, focusing heavily on: Youtube and Facebook. Similarly to Billie and Glossier, they’re total social spend averaged to about $800k, procuring an impressive amount of over 81 million+ impressions. Uniquely, Everlane’s primary advertising and marketing tactic involves Link Post ads according to data from Pathmatics flagship product.
In their creatives, Everlane utilizes colorful video ads to promote their various apparel and accessory styles, while their messaging strategy relays 'all purpose' products, for instance, a durable and comfortable shoe for all day, every day that also doubles as an on-trend, chic fashion choice.
Also on the ethical bandwagon is Rothy’s, a direct to consumer sustainable shoe company manufactured from 100% recycled plastics. As a brand, Rothy's promotes modern fashion with all encompassing comfortability -- physically and mentally-- as one can shamelessly flaunt cozy flats without the guilt of polluting the environment.
To make the brand even more attractive, Rothy's primary message strategy promotes machine-washable footwear, making high fashion items that much easier to maintain and clean. No more worrying about your white top not matching your used to be white but now brown and yellow flats! Likewise, the brand promotes this message strategy with encouraging tag-lines, such as "we love laundry day!" to further drive home their miracle concept of machine-washable products.
Rothy’s total ad spend for Facebook totaled to over $14 million, garnering over 1 billion impressions. As depicted by Pathmatics data, the ethical brand goes further to primarily target a female audience, and specifically iOS users.
Hot in 2019, But What Happens Next?
However in-demand and trendy these brands may appear today, who’s to know if they will continue to attract online traffic and consumers within a year from now, let alone in five years? While we can’t predict the future, we do know this: recognizing changes in consumer culture, as well as in the marketing tactics of competitors, provides insights on how to get ahead of the game--and come out on top.