Interviews, insight & analysis on digital media & marketing

New Business Bulletin: ThisThat, Wunderkind, Made by Mitchell and more

Publishing company Immediate has announced a new strategic partnership with Opt Out Advertising, providers of privacy-friendly advertising solutions for advertisers and publishers. The partnership will see Immediate benefit from Opt Out Advertising’s cutting-edge targeting technology to deliver ads to all Immediate’s scaled audience, providing advertisers with a way to engage hard-to-reach ‘opted out’ consumers.Immediate owns and operates some of the biggest and most loved consumer brands in the UK, including Radio Times, Good Food, Nutracheck, HistoryExtra and BBC Gardeners’ World Magazine, reaching over 21 million UK users each month.

The three Digital ID Connect apps – Yoti ID, Post Office EasyID and Lloyds Bank Smart ID – are now accredited by the UK’s national Proof of Age Standards Scheme (PASS). This gives UK businesses selling age-restricted goods and services more trust in Digital IDs, having confidence they are genuine and that customers have been verified to a high standard. Each of the Digital ID apps includes the approved PASS hologram. Yoti ID, Post Office EasyID and Lloyds Bank Smart ID are now recognised by the UK government for both proof of identity and proof of age. The PASS accreditation is only issued to companies who have completed a strict application and evaluation process. This gives businesses confidence that the Digital IDs from Yoti, Post Office and Lloyds Bank are secure and genuine, with all details verified to a high standard. This helps retailers to adhere to the Challenge 25 policy and protect minors from accessing age-restricted products and services. 

Data company ThisThat, has announce the expansion of its partnership with RhythmInfluence, a premier influencer marketing company and part of Nexxen Group LLC. RhythmInfluence has been named one of ThisThat’s Gold Partners, a prestigious recognition that underscores the strategic importance of their collaboration. ThisThat Gold Partners are top industry innovators with access to advanced tools and insights, setting new benchmarks. They receive tailored support and exclusive features for superior campaign outcomes and growth. As a Gold Partner, RhythmInfluence gains exclusive access to ThisThat’s advanced SaaS platform, which enhances data insights and real-time optimisation for superior campaign performance. They can run in-house brand lift studies on every campaign, quickly gathering data from billions of social media users and targeting specific demographics. 

This week, make-up artist Mitchell Halliday, the founder and CEO of British beauty brand Made By Mitchell, became the first ever brand in the UK to hit $1 million in sales in one day on TikTok Shop, on the first day of TikTok Shop’s Summer Sale event. The beauty brand’s success was down to a 12-hour LIVE marathon which offered exclusive discounts live from Manchester on a range of Made By Mitchell’s most viral products, including the viral Liquid Blursh and Curve Case Cream Makeup Palettes. This 12 hour session saw one product sell every single second and resulted in $830k in sales contributing to the brand hitting it’s $1million TikTok Shop milestone in just 24 hours. During his LIVE event, Mitchell was joined by several special TikTok creators including Amelia Olivia, make-up artists, Hollie Flynn and Becky Morgan, and former Love Islander and style maven, Mary Bedford, who showed the community the very best of his products throughout the sale event. In the session, Mitchell used the platform to exclusively launch eight new products to over 600k fans and viewers that tuned in.

Digital-first make-up brand ICONIC London has partnered with Wunderkind, the performance marketing solution that scales one-to-one messages for retailers, to grow its Direct-To-Consumer (DTC) capabilities and drive online revenue growth. Founded in 2015, ICONIC London is known for its hugely popular ‘glowy’ make-up products,  designed to help wearers feel as good as they look with instant, ‘instagrammable’ effects.  The digital-first make-up brand was born on social media and is a favourite among celebrities, including Beyoncé and Khloe Kardashian, celebrity make-up artists and social influencers. By leveraging Wunderkind’s proprietary Identity Network, ICONIC London was able to identify a greater proportion of non-logged-in or anonymous website traffic – unlocking untapped retargeting potential and driving increased conversions and revenues. By de-anonymising ICONIC London’s website traffic, Wunderkind was able to deliver a 4x uplift in marketable contact opt-ins, while elevating submit rates (email captures) to 9.9%.  And, by helping the brand optimise engagement with its ‘owned’ audiences through personalisation, Wunderkind boosted conversion rates to 7.4%, driving a 6x uplift in last-click revenue from email.

Marketing intelligence platform Funnel has announced its acquisition of the marketing measurement company Adtriba. The move expands and enhances Funnel’s product offering, building on its core Data Hub and visualization to offer more advanced marketing analytics and Unified Marketing Measurement (UMM). The acquisition consolidates Funnel’s position as a global frontrunner in marketing intelligence with the company generating more than $50 million in Annual Recurring Revenue (ARR). At a time when it is becoming increasingly complicated to collect, analyze and measure marketing data from online and offline channels, this acquisition strengthens the sophistication of Funnel’s marketing insights. Funnel’s thousands of customers will be provided with a market-first integrated measurement technology, based on Adtriba’s capabilities, within one unified platform.