Last month, the deodorant brand launched its first-ever TV ad sharing its plastic-free mission. But as marketing director Harry Symes-Thompson told his The Drum, communicating sustainability wasn't always marketing's top priority.
Wild was one of the first refillable deodorant brands to launch in the UK and was conceived as part of a larger mission to eliminate single-use plastics in the bathroom. But Harry Symes Thompson, the company's director of marketing, said the company needs to be “mindful of its mission” when marketing to consumers. “We recognize that before customers think about sustainability, they need a product that works and it needs to fit into their lifestyle,” he explains.
When Wild was launched, it was all about the product's features, and Symes-Thompson admitted that the product initially received a lot of marketing. “We need to get the balance right, focus on product and beauty, and make sure it’s effective in retaining customers.”
But four years later, the startup has sold 8 million units of deodorant and has grown from a DTC business to being stocked by major retailers such as Tesco, Boots and Sainsbury's. Sims-Thompson said Wilde can focus on establishing its philosophy and sustainable mission.
“People know Wild much better, so now it's about thinking about how we can make our customers feel like they're contributing to our spirit and our planet.”
Wild's journey so far
Launched in 2020, Wild benefited from lockdown habits as people were stuck at home and looking for DTC options to purchase bathroom products. People were also more concerned about their health and wanted products that were better for their skin.
Initially, Wild was marketed entirely through paid social, in-package referral codes, and some organic social. “In the early stages, you have to be confident that you're putting as much marketing money into it as possible. The acquisition price was very low.”
Once word got out, Wilde worked with bloggers and reward sites Vodafone and Three Mobile to sign affiliate partnerships. After his paid social and affiliate partnerships began to “run out of steam,” Symes' Thompson dove into his influencer marketing. He believes this has been a “huge” part of Wilde's growth. “We found that Wild cuts into social and people want to share it. It’s new, bright, colorful and sustainable, and people love sharing products like that on social. .”
After several years of strong growth, Wild received its second round of VC funding, securing a long-term brand marketing budget. After determining the product message, the team needed to understand what Wild's brand identity was and what it stood for.
“Wild is deeply committed to becoming the bathroom brand synonymous with getting rid of all single-use plastics,” says Sims-Thompson of its mission. This led to the launch of other products such as bar shampoos, soaps, and refillable body washes. In terms of identity, Symes Thompson says: “We always wanted to do something a little different and be quirky and loud to live up to the Wild brand name.”
Wilde's first major brand campaign, which showed a female masturbating scene, was banned by the Advertising Standards Authority as being unsuitable for children.
The VC funding also helped Wild move into retail, where it is now available in more than 10,000 stores, from Sainsbury's to Boots, Waitrose and Tesco. Now, in the retail industry, Symes-Thompson needs to move Wild up the marketing funnel, and while digital marketing remains an essential channel, Wild's ads are now being used on TV and podcasts. Ta. TikTok Shop has also become an increasingly important part of Symes-Thompson's marketing mix, with about 5% of Wild's revenue coming from live shopping.
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The sustainable deodorant market has expanded since Wild's launch in 2020, with the brand now competing with the likes of Fussy, Salt of the Earth, and even Dove, which launched refill options in September. . But Symes-Thompson isn't worried about competition, saying growth in the category is more important.
“We are a market leader, particularly in the UK, and a lot of that is due to our first-mover advantage and how quickly we have been able to catch up with growth and rescale our marketing budget.”
Symes-Thompson's top tips for marketing sustainable brands:
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Do one thing and do it well. “Many brands launch hundreds or even millions of products at once, which weakens the brand message and mission. We understand, and that's really important and helped us focus on our sustainability mission.”
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Please support your claim: “To have a sustainable sustainability perspective, you have to back it up with claims, show consumers how you strive and what it means to them, and engage loyal customers. We need to make sure that people understand and are aware of the impact they are creating.”
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Take the risk: “It may sound a little cliché, but Wilde is a big believer in being bold and taking big risks to grow a brand like crazy, which is why he does YouTube videos and silly stunts. , you may think it will hurt your brand, but these are calculated risks you need to take and will set you apart from the rest.”
