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The Digiday Podcast

Thrive Market's CMO Amina Pasha credits marketing on TikTok for membership surge

Nov 14, 2023
Thrive Market's CMO, Amina Pasha, discusses how TikTok fueled membership growth for the grocer. They scaled their TikTok spend by over 250% this year, tapping into word-of-mouth style marketing. The effectiveness of Thrive Market's ads on TikTok is highlighted, including the viral 'Mario ad' and using employees to solve relatable problems. The challenges of the D2C landscape are explored, along with the importance of brand awareness and current trends in the healthy and grocery space.
45:28

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Thrive Market scaled its TikTok ad spend by more than 250% this year, resulting in membership growth.
  • Thrive Market achieved 20% budget growth and increased efficiency by 12% through a consumer-centric approach and data insights.

Deep dives

Generative AI and Messaging Platforms Transforming Businesses

The podcast episode explores the transformative potential of AI tools and generative AI in the intersection of messaging platforms, large language models, and new generative AI-powered tools. The speaker, Andrea Gellert, Global Vice President of Business and Product Marketing at Meta, discusses the importance of leveraging AI to move forward in unpredictable ways. The episode covers topics such as generative AI, new features being rolled out by Meta, and the responsibility attached to technology. The conversation also touches on marketing strategies, including influencer marketing on TikTok and the role of organic growth in reaching new consumers. The growth of thrive market, an online grocery subscription retailer, is highlighted, and insights are shared about catering to wellness champion parents and young professionals. The speaker emphasizes the importance of creativity, measurement, and brand performance when navigating challenges like increased marketing costs and the impact of data privacy crackdowns. Exciting trends in the healthy and grocery space, such as nostalgic innovation, sustainability, and ease of use, are discussed as key areas for brands to focus on.

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