How Tushbaby is Carrying Their Marketing Strategy With TikTok
Even if you aren't a parent, you might have heard of a brand called Tushbaby. This is a line of children's carriers with a unique design, featured on Sharktank.
Tushbaby has been taking over my TikTok feed recently, with sweet videos interacting with their audience. I decided to take a closer look at the brand, and I realized they were actually crushing their marketing efforts. So, in this blog, we are breaking down everything they are doing right and the lessons you can learn from this to use for your own marketing efforts!
Their Messaging
If you've been anywhere near a baby registry or created one yourself, you know that there are a million baby products out there. This market is saturated and everyone believes that they have the best product out there. Where Tushabby is setting themselves part is in their messaging. They don’t just sell a baby carrier, they sell convenience, comfort, and relief for parents who are tired of juggling everything (literally). It's not just another baby gear item they are selling, they are selling an experience for moms, dads and grandparents.
In-Person Interactions To Online
The founder films in her everyday life, real parents and grandparents that are carrying their kids — theme parks, airports, shopping, etc., who have their hands full and she gives them free product to use, try, and have! This is such a great example of how you can connect in-person marketing and experience with your online community!
Rewarding Loyalty
In addition to giving out products, they also reward their consumers when they see them in person using the product, and feature these videos online! The founder also goes up to parents she sees using the product and chats with them, thanks them, and makes them feel valued. This is the perfect way to reward your current customers, gain feedback on the product, and further establish trust with your buyers.
This is a great example of this!
Founder Led Marketing
Tammy, the founder has fully embraced being the face of the brand and shares a lot about her story, family, and product. Not only does she film her out in public interacting with customers, but she shares her mom stories and personality with her audience through TikTok. The best part is it never feels forced or structured! She films quick videos in her home, with her kids and they feel real, casual, and like she is talking to her customers like a best friend. And, the audience loves it and interacts with it!
Check out this TikTok as an example!
Real + Relatable
I think the mom community especially, prioritizes honesty and real conversations, so it's great that they embrace this as a part of their brand voice. This goes into blogs, videos, topics, and even their product. For example, in this TikTok, she even calls out Amazon, as a seller on Amazon. This is huge! There are lots of brands that do comply in fear of a large mogul like Amazon could retaliate. But, she isn't afraid to be real with her audience, and that establishes a different level of trust.
Check out this TikTok as an Example!
Influencer Collaborations
They do both influencer marketing and ambassador partnerships. Instead of only targeting mega influencers, they work with everyday parents, doulas, and even physical therapists who highlight the benefits of the carrier. This makes their marketing feel trustworthy and authentic, rather than overly polished or salesy.
UGC
They repost and engage with parents who share content featuring their brand, helping to build a stronger connection. This not only encourages more UGC but also provides valuable content that showcases the product through an authentic, unbiased perspective. It allows your audience to hear the benefits of your product in a genuine and relatable way, from someone outside of your company!
Lessons Learned From Tushbaby's TikTok:
Harness that real, authentic voice: not everything needs to be polished to be trusted and professional. Tammy, the founder of Tushbaby isn't afraid to be herself, and people are still trusting their kids with this product. So yes, you can share b.t.s. and connect with your audience, way more than any ad could.
You need to be showing up in your content, founders! The founder is the best spokesperson behind the brand. YOU created the brand, you know your passion and reason behind your product, and you've experience those pain points, and that is what your audience is going to be drawn to.
Reward your fans! So often companies have their eyes on the new and next customer, but what about your current customers? They still want to hear from you, too, and chances are, they are going to be your best word-of-mouth references, walking testimonials, and biggest fans of your company. Don't forget about them!
Your in-person marketing makes in impact. Have you ever heard a person's negative celebrity meet-cute story? It RUINS their song, movies, etc., for you doesn't it? Your brand is just as much in-person as it is online (even if you're an online only company). Show up for people, talk about your brand in person, be NICE, leave a positive impression, let people try your product or learn more about you. This can always connect to your online community in more ways that you think.
Whether you're a small business, a founder, or a marketer, there’s so much to learn from Tushbaby’s strategy. Show up for your audience, build genuine connections, and don’t be afraid to let your personality shine through. Because at the end of the day, people connect with people, not just products and services!
