If Trafilea from Uruguay did it, CCX surely...

If Trafilea from Uruguay did it, CCX surely can!

https://www.trafilea.com/


“Shapermint, a digital shapewear marketplace launched in 2018, held a 20.4% share of the U.S. women’s shapewear market in the 12 months ending in November 2020, per market research firm NPD. NPD’s research is based on findings from its Retail Tracking Service, which sources point-of-sale data directly from more than 1,300 e-commerce and brick-and-mortar retailers.ADVERTISEMENTAmong the 13 brands that are offered on the Shapermint marketplace, in-house brands Empetua (shapewear) and Truekind (wireless bras) are driving its growth, per NPD research. Shapermint’s growth strategy is based on two key components: aggressive digital marketing to build community among shapewear enthusiasts online, and efforts to study customer behavior and preferences expressed in interviews, surveys and reviews.Massimiliano Tirocchi, CMO and co-founder Shapermint, told Glossy that one of the company’s early hurdles was challenging perceptions around shapewear, including that it’s a vehicle to change one’s appearance. Through a marketing strategy heavily reliant on Facebook and Instagram, Shapermint sought to create community around messages of body positivity and empowerment.“There was a positive group and community of women who liked wearing shapewear … even on an everyday basis, [to feel] more empowered,” Tirocchi said. Over the past two decades, the shapewear category has come into its own through the rise of brands like Spanx (which is estimated to bring in $400 million in revenue per year) and Skims, launched two years ago by Kim Kardashian West. Alongside Shapermint, upstart brands including HoneyLove and Heist have also joined the shapewear market in recent years.ADVERTISEMENTShapermint, which is self-funded and profitable, has more than 4.4 million customers and generated $150 million in revenue in 2020 (then $200m within 2years), according to the company. With no physical stores and a globally dispersed team — Shapermint is owned by Montevideo, Uruguay-based e-commerce group Trafilea — digital marketing is its primary tool for building brand affinity. A digital outreach approachThe company’s in-house creative team makes 100-200 creative ad products per week (including video), which form the basis of paid, platform-based campaigns on Facebook (including Instagram), as well as organic and paid products on YouTube and Pinterest. It is running more than 400 of these products at the same time every week. The company’s video strategy also includes user-generated content from influencers.“We started initially with Facebook and Google search and display,” he said. “We already have experience with managing a six-figure budget per day, and we are [now] investing more than $100,000 per day on Facebook.”