Diversifying Marketing Channels with Yingying, VP of Growth at Kitch

Introduction

• Discussion with Yingying, VP of Growth at Kitch, about diversifying marketing channels.
• Emphasis on the importance of channel diversification for marketing growth.
• Yingying’s background: VP of Growth at Kitch, previously worked at Function of Beauty and Blueland.
• Kitch is a hair care and accessories brand with a focus on sustainable, eco-friendly products.

Key Marketing Insights

App 11 as a Marketing Channel

• Kitch tested App 11 early, found impressive results.
• Ranked second or third in terms of spending after Meta.
• Recommendations for using App 11:
  • Start with top-performing creatives from other channels.
  • Test scaling spend to see performance at higher levels.

Importance of Diversifying Marketing Channels

• Over-reliance on a single platform like Meta is risky.
• Diversification helps reach different audiences and prevents over-dependence.
• Kitch uses a broad range of platforms:
  • Meta, TikTok, Snapchat, Twitter, Pinterest
  • Influencers and affiliates
  • Exploring TV and podcasts for broader reach.

Creative Testing Process

• Start testing new creative ideas on Facebook, as it’s low risk.
• Adapt successful Facebook creatives to other platforms (TikTok, Snapchat, etc.).
• Emphasis on having cohesive messaging across platforms.

Audience Targeting

• Use broad targeting with creative content to attract diverse audiences.
• Creative messaging serves to target specific audience segments.

Challenges in Tracking and Attribution

• Tracking results across multiple channels is challenging.
• Kitch uses North Beam as an attribution tool to have a consistent data source.
• Each platform has different KPIs; understanding them is crucial for channel evaluation.

Channel-Specific Insights

Twitter and Pinterest

• Twitter: Not a significant channel due to a more male-dominated audience.
• Pinterest: Longer sales cycle; not suited for immediate returns.

App 11 Insights

• Utilizes mobile game ads for repeated exposure.
• Performance is strong and scalable.
• Focus on video content and gamified end cards.

Influencer Marketing and Whitelisting

• Influencer marketing is strategically important.
• Whitelisting through influencers' profiles helps reach new audiences.
• Process involves seeding products, evaluating influencer performance, and negotiating deals.

Future Plans and Challenges

• Launching new categories like hair fragrances in partnership with Ulta.
• Importance of thoughtful channel expansion and not rushing into new channels.
• Commitment to long-term testing and learning.

Conclusion

• The importance of staying focused on core strengths and adapting to market changes.
• Encouragement to test and learn what works best for individual businesses.

Resources

• Follow "Chew on This" on Twitter, Instagram, TikTok, and visit chew on this.io for more insights.