ClickZ Water Sports Newsletter - 12.18.2024

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Top Reads 🌟

MARKETING STRATEGY
Vans Pipe Masters Move To Not LiveStream Sparks Debate

The decision not to live-stream the Vans Pipe Masters is a bold move in the digital age, where instant access is the norm. This strategy, whether intentional or due to budget constraints, has sparked a conversation about the nature of marketing in the surfing industry. By withholding live coverage, Vans has inadvertently created a sense of exclusivity and nostalgia, reminiscent of the days when surf competition results were eagerly awaited in print.

In an era where YouTube advertising and live streams are pivotal for revenue, Vans’ choice seems counterintuitive. Yet, it cleverly taps into the audience’s longing for a more authentic and less commercialized experience.

The drip-feeding of results and reliance on second-hand reports create a unique narrative, engaging fans in a way that live-streaming might not. This tactic, while risky, highlights the potential for brands to rethink their digital strategies and explore alternative methods of audience engagement.

Ride the Waves 🌊

INDUSTRY NEWS
Will Authentic Brands Group New Partnerships Deliver?

Authentic Brands Group has restructured its surf brand licenses, impacting Billabong, Volcom, and others. New operators like O5 Apparel and The Levy Group will manage distribution, aiming for innovation and stronger retail relationships. This strategic shift may lead to layoffs, but promises enhanced consumer experiences and brand longevity.

MARKETING STRATEGY
LSEB Gives A Lesson In Influencer Marketing

LSEB Creative Corp is making waves in the luxury swimwear market with its strategic influencer partnerships, a move that underscores its commitment to expanding brand visibility and engagement.

By collaborating with over eight influencers across key markets like Canada, the USA, the UK, and Western Europe, LSEB is not just casting a wide net but also targeting diverse demographics. The latest addition to this influencer roster is Miami-based fitness influencer Oxana Rumyantseva, boasting 859,000 followers. Her partnership, set to launch content in early 2025, is poised to enhance Lauren Bentley Swimwear’s brand recognition. However, the delay in content rollout raises questions about the immediacy of impact, a critical factor in the fast-paced fashion industry.

PRODUCT INNOVATION
New Triathlete Wetsuit Technology Leverages Fish Scales

The Prana Core Triathlon Wetsuit could be a game-changer for triathletes, integrating Bio-Skin technology to transform swim performance. The wetsuit bionic fish-scale pattern enhances hydrodynamic flow, significantly boosting swim efficiency. This feature acts as a strategic advantage that allows athletes to glide through water with unprecedented ease.

This micro-hydrodynamic design is crucial for triathletes, enabling faster, more efficient swims by conserving energy and maintaining higher speeds. For triathletes aiming to break personal records, the Prana Core Wetsuit is engineered to support athletes at every level.

Influencer Corner 📣

5 Common Meta Ads Mistakes – Even Big Brands Make Them 🚨

A recent audit of a Meta account spending $180k/month (with just a 1.2X ROAS) uncovered familiar issues:

1️⃣ Messy Structure: 12+ campaigns, no testing or scaling strategy.
2️⃣ Too Many Creatives: 10+ per ad set, diluting budgets and stalling learning.
3️⃣ Overreliance on Audience Testing: Creative testing was limited to “winning” audiences instead of broad ones.
4️⃣ Missed UGC Whitelisting: Brands overlooked whitelisting user-generated content ads.
5️⃣ Traffic Misfires: Ads pointed to collections pages instead of product pages or custom UGC landing pages.

Takeaway: Even the biggest players can get tripped up on the basics. Fix these, and better ROAS is within reach!

READ THE FULL INSIGHTS FROM BEN RADACK HERE

Performance Pulse 📈

PERFORMANCE MARKETING
AI and First-Party Data To Transform Performance Marketing in 2025

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

ADVERTISING
It’s Time to Master TikTok Ads

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.