Molly Murphy

Still cannot get over my interview with CEO and Founder of oogiebear, Nina Farzin. Talk about walking us from point A to point Z on the Mompreneur roadmap! If you are a product based business, mom, and have been told "it's impossible," then you MUST listen to this interview.

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I have worked extensively across the CPG brand life cycle…from dying zombie brands (Triscuit in 2007) to hyperbolic, DTC growth engines like Dr. Squatch. Here’s the weird thing I’ve discerned. Your team is most in control very early on. Every move has enormous impact. One small-ish seeming operational mistake could lose your only national distribution slots and end you. Once you are $500M and above..the obsession with control only grows in intensity but now exists in inverse proportion to your actual control over demand. This is why enormous humility is required at both stages…but for different reasons. Startup humility is about surviving the roller coaster of your own ignorance and ego. Moving fast and learning fast. Midmarket humility is about tweaking what little you really control in a business driven mostly by consumer behavior and retail ecosystem shifts. And disciplined, almost pessimistic, skepticism… Do not hire folks who just lived in the latter fish bowl for your startup. No matter how cheap they come. Do you see why?

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Day two #WARCPodcast highlights! Check out the post below and be sure to tune in to #TheWARCPodcast wherever you typically listen to podcasts. #CannesLions #Brand #Rituals #Strategy #CreativeImpact #BoldMindsBoldMinds

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Rhode is THE celebrity brand of celebrity brands. But not every brand is as successful as Rhode, so how did they do it? Here's what I've seen: 1. White Space Identification Rhode differentiated themselves by launching as a skincare company instead of another celeb make-up brand. They also didn't immediately move into the make-up space. Instead, they focused on products that towed the line of make-up AND skincare (Ex: Tinted Lip Peptides). Once they found that consumers were receptive to both, they've been able to parlay into the make-up space (like their new blush line). 2. Creative, Creative, Creative Rhode has great creative. Simply put. It's simple. Clean. Aesthetic. Yet flavorful and engaging. It's perfectly aligned with who the brand is at its core. 3. Skincare as a Routine Unlike makeup, which people change up based on occasion, skincare is a daily routine that hinges on consistency. This means customers are more likely to repurchase regularly. By focusing on skincare, Rhode taps into a consistent consumer habit, driving higher customer LTV and brand loyalty. 4. The Coveted PR List The Rhode PR list has become the most talked about PR list in the influencer world. Being on the Rhode PR List signifies your status as an influencer more than your follower count. And as a brand, you know you've made it when your PR gift is more validating to the influencer than to the brand. 5. Hailey's Involvement Hailey is known for being a model with great skin. It's a no brainer that she would launch a skincare company. She holds the title of creative director, which gives credibility to the brand, making it feel authentic and personal to her. She is consistently present in the brand’s narrative, and it never feels over the top. AND the brand succeeds even in her absence from some campaigns. Hailey Bieber, we 💙 Rhode. Why do you think Rhode has been so successful? What do you think about their move from skincare into make-up? P.S. Can LinkedIn influencers get on the rhode skin PR list? Asking for a friend😅 -- Follow Ali Kaltman for more brand breakdowns 💙 #rhode #brandmarketing #branding #marketing #celebritybrands

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*This is NOT a paid ad.* Next up in my series highlighting oral health companies who kill it in both brand AND product: Stimmie What I know is that in 2024 success isn't just about having a great product at the perfect price point -- instead, it's about the story, voice and culture around it -- THE BRAND. Reminder: This series is not paid ads. Yes, the companies I'm featuring are at all stages of product and company growth. And no, not all are available in the US market yet. A while back I met a beautiful powerhouse named Stephanie Nightingale, founder of Stimmie, and have been fortunate to witness the growth of her company which just officially launched one month ago! Call it a new-school reusable toothpick or a high-end modern rubber tip stimulator that your gingiva will love (three cheers from hygienists everywhere), what I really like about it is that though this is the flagship product in whatever eventual line is to come, the Stimmie team has already created a memorable and strong voice and culture around the brand. The voice, culture and brand is one that I'm not sure dentistry has ever seen before. On a product evaluation note, I've seen it all. I've tried it all. There's plenty of products that I have high hopes for which leave me wanting. But this...this I've had for 10 days, and I've happily used it every day. There's an addicting quality about it that I'm pretty sure our patients will also discover. The best I can say is that it's something about the balance of the handle, the smoothness of the design, and the reassurance that I won't walk around with rocket stuck between 11 & 12 (a nightmare all dental professionals routinely have). There's something about Stimmie. The fact is, Stimmie leaves me wanting more. Way to go, Steph! Check it out here: https://lnkd.in/gTpq6fPg

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You wanna know how Dr Pepper, that little peppery punk, stepped over Pepsi? It’s a gritty tale of street smarts and hustle. 1. Keep It Real. Dr Pepper didn’t try to be like them cola clones. It stayed true to its spicy 23-flavor self. Pepsi? They got lost in the sauce, chasing too many dreams and forgetting their own taste. 2. Stay Fresh. Dr Pepper rode the wave with new flavors like Strawberries & Cream and that wild Creamy Coconut from TikTok. They kept it hot, kept it interesting. Pepsi bet heavy on zero-sugar – cool, but it ain’t got that buzz. 3. Make Some Noise. Dr Pepper didn’t just hang in the South; they went national, turned their niche into a must-have. Pepsi? They let the spotlight slip, lost the edge in the marketing game. 4. Know Your Crew. Dr Pepper tapped into what the folks crave – that sweet and spicy kick. They knew their crowd and delivered the goods. Pepsi focused too much on health vibes, missed out on the real tastes that bring people back. 5. Stay True to the Game. Dr Pepper stuck to its roots. That loyalty built a die-hard following. Pepsi’s scattered focus made ’em lose some brand muscle, a hard lesson in staying true to your game. So, you wanna climb to the top? Take a cue from Dr Pepper. Keep it real, stay fresh, make some noise, know your crew, and always stay true to the game. I think I could write a good Dr Pepper commercial. #branding #marketing

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Am I missing something? Or are we ACTUALLY praising Nestlé for introducing food that meets the needs of people on #GLP1 's medications like Ozempic? 🤦‍♂️ So... 1. Company sells food that is unhealthy 2. People eat unhealthy food and become unhealthy 3. That same company introduces food for those unhealthy people (aka healthy food they could have been making the whole time) and we celebrate it like it's some big innovation? 🤦‍♂️ How is this press release not satire? "The products are high in protein, a good source of fiber, contain essential nutrients, and they are portion-aligned to a weight loss medication user’s appetite. You think that's impressive? Wait till you see the unadulterated kale growing in my garden. It, too, is tailored to the specific needs of the human species and comes in small portions. “At Nestlé we want to be there for every moment in our consumers’ lives. As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers. Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category,” Nestle... there for your first chocolate bar, your first frozen pizza, your first GLP-1 prescription, and now your first small-portioned low-sodium microwaved dinner. Serving the emerging category of unhealthy people on medication that they helped create. Brilliant. Don't forget that this is the same company that in 2021 (according to the Financial Times) internally acknowledged that over 60% of products did not meet the ‘recognized definition of health’. As consumers we can't be this easy.

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This is a really valid and poignant perspective.

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User-generated content is changing the game for beauty brands. Because it helps you: ↪ Show products on various skin tones and types ↪ Form genuine connections with consumers ↪ Establish trust and credibility Not sure how? Say you've got a foundation line (or any other beauty product really) with multiple shades... UGC lets you show how they look on real people, helping your consumers effortlessly find their ideal fit. By using UGC, you can: ✅ Depict your whole customer base ✅ Deliver authentic, relatable content ✅ Boost sales and conversions Let's make UGC work for your beauty brand. Message me to find out how.

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𝗜𝘀 𝗶𝘁 𝗽𝗼𝘀𝘀𝗶𝗯𝗹𝗲 𝘁𝗼 𝗴𝗿𝗼𝘄 𝗮𝗻 𝗮𝗰𝗰𝗼𝘂𝗻𝘁 𝗼𝗻 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 𝗶𝗻 𝟮𝟬𝟮𝟰? We ask ourselves this question every day at Konnect. CPG brands, our clients included, face an uphill battle in the competitive environment: ▶️ 𝘛𝘩𝘦 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮 𝘪𝘴 𝘨𝘦𝘵𝘵𝘪𝘯𝘨 𝘮𝘰𝘳𝘦 𝘤𝘰𝘮𝘱𝘭𝘦𝘹… User engagement is prioritized over high-volume posting. Brands must have an adaptable and innovative content strategy.  ▶️ 𝘙𝘦𝘦𝘭𝘴 𝘢𝘳𝘦 𝘢 𝘯𝘦𝘤𝘦𝘴𝘴𝘪𝘵𝘺 𝘯𝘰𝘸… The current algorithm prefers Reels. This shift demands additional resources and creativity. It may be tough to grow an Instagram account, but it is possible. We achieved great results for a client by leveraging a National Day to: 1️⃣ Host a giveaway that engages the audience and fosters connections 2️⃣ Generate high-quality UGC content Hosting contests or giveaways is an effective way to grow your Instagram account as a CPG brand. So, are you utilizing them to increase your IG reach? #marketing #socialmedia #socialmediamarketing Let's Konnect and grow your brand. 

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Congratulations to the top-performing US beauty brands of April, ranked by Brand Vitality Score (VIT). ✨ 1. SEPHORA: 138.7K VIT (⬆️ 50% MoM) 2. Kylie Cosmetics, LLC: 86.1K VIT (⬇️ 27% MoM) 3. Rare Beauty: 79.1K VIT (⬆️ 5% MoM) 4. Fenty Beauty: 54.4K VIT(⬆️ 26% MoM) 5. r.e.m. beauty by Ariana Grande: 41.8K VIT (⬆️ 467% MoM) 6. Ulta Beauty: 38.6K VIT (⬆️ 9% MoM) 7. L’Oréal Paris: 36.1K VIT (⬇️ 26% MoM) 8. Dior: 33.1K VIT (⬇️ 2% MoM) 9. Sol de Janeiro: 32.9K VIT (⬆️ 69% MoM) 10. MAKEUP BY MARIO: (⬇️ 9% MoM) Get these insights (plus a breakdown of why these brands performed so well!) sent straight to your inbox every month by signing up for @Traackr’s newsletter. https://bit.ly/41WKtWb #beautymarketing #influencermarketing #beautyindustry #creatoreconomy

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I've been a long time follower and admirer of Nadya O. and her company August. The passion and drive she has is unlike ANYTHING I've ever witnessed. Her brand destigmatizes menstruation and is reimagining period care for the world. Everything they do is inspired by the community and I couldn't be more overjoyed to share her episode and feature on the Shopify Masters podcast is LIVE now---go listen. #Shopify #ShopifyMasters #podcast #entrepreneurship

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Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

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Check out this month's pepviz article on the family dynamics powering Hispanic shopping.

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The recent $1M US live shopping record is just the beginning of many to come… A few days ago, news broke out that Stormi Steele, the Canvas Beauty CEO, achieved over $1M GMV in a single live shopping session. Let there be no mistake… It’s an incredible achievement and there’s a lot to unpack here. I can already tell that a ton of DTC folks are thinking… “Who in my company can do this? Perhaps we can hire a social media person?” Can that work? I don’t know, try it out. However, I’ve seen this fail time and time again… ➡️ Creative Strategy ➡️ Social Media ➡️ TikTok Shop ➡️ Paid Social ➡️ Etc. “Let’s just hire an intern or someone who does social media.” For some, it works… But rarely. It’s time to at the very least talk about the intersection between the Creator Economy and the DTC world. That’s why creator-led brands grow quite rapidly even without paid ads. Now I’m not saying that all founders should be creators(maybe?)... But at the very least, having someone who does content creation for a living in your team is extremely beneficial. Here are some ways to do it: 1. Keep multiple creators on a retainer basis - Reach out to creators that fit within what you’re looking for and have multiple creators make a few videos a month. That will give the brand variety and enough consistency. If one doesn’t work out, you can easily replace it with another creator that is more in-line with what you’re looking for. 2. Good ol’ fashion collaborations - Instead of doing a pay-per-post type of deal(we usually find this ineffective), combine it with paid ads. You can either do whitelisting, or run it as a regular ad and do a flat + ad spend compensation structure. 3. Weekly shoots - IF your team is good at creative ideation and production, this is perfect. You can have your team come up with creative ideas, write the scripts, and cast people who fit within your ideal customer avatar. This saves on cost and time. It’s what we do and it WORKS. 4. Brand activations - Activations are incredibly effective if done right. The idea isn’t to just be in front of people… It’s to also shoot a ton of content that can be used for organic posts of paid ads. Video examples: Product reviews, interview style, showcasing products to your audience. These are just a few ways brands can capitalize on what’s going on. What are some of the other ways I’ve missed? ==================== I’m planning a series of events to help bring more brands and creators together… Our mission is to bridge the gap between the Creator Economy and the DTC space–fostering an environment for long term partnerships and collaborations. 06/27 - Private Dinner Event 06/28 - Creators x Brands Speed Dating Party Anaheim, California If you’re a BRAND or CREATOR and are interested in coming, shoot me a DM for more info. :) NOTE: I don’t run a talent agency–I’m NOT here to sell you anything.

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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Essential reading for CPGs looking to challenge the norm, written by Ernesto Schmitt at The Craftory. It's a perfect summary of how true brand power goes beyond just a great logo—it’s about creating lasting trust and a strong connection with your audience. #IdeasThatPowerProgress #BrandPower #BrandStrategy

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