Last month, the deodorant brand aired its first TV commercial showcasing its plastic-free mission. Marketing director Harry Symes-Thompson told The Drum that sustained communication hasn't always been one of marketing's top priorities.
Wild was the first refillable air freshener brand to launch in the UK, designed as part of a wider mission to eliminate single-use plastic in the bathroom. However, Harry Symes-Thompson, the company's marketing director, said the company "needs to be aware of its role" in marketing the product to consumers. “We recognize that customers need a product that works and fits their lifestyle before thinking about sustainability,” he explains.
When Wild launched, it was all about product performance, and Symes-Thompson admitted that the product initially needed a lot of marketing. “We need to make sure we find the right balance and focus on product, aesthetics and functionality to retain these customers.”
Four years later, the startup has sold 8 million deodorants and grown from a DTC company to a company supplied by major retailers such as Tesco, Boots and Sainsbury's. Symes-Thompson says Wilde can now focus on his political mission and sustainability.
“People know about Wild, so now they're thinking about making consumers feel like they're contributing to our values and the planet.”
Wilde's journey so far
Founded in 2020, WILD benefited from lockdown practices as people stuck at home sought DTC options to purchase bathroom products. People have become more health conscious and have looked for better products for their skin.
Wild was originally marketed exclusively through paid social networks, package referral codes, and a number of organic social networks. “In the beginning, you need to make sure your marketing dollars go as far as possible. Our cost per acquisition was very low.”
Word got out that Wild was signing affiliate partnerships in collaboration with rewards websites Blogger, Vodafone and Three Mobile. When paid social and affiliate partnerships began to “dry up,” Symes-Thompson introduced influencer marketing, which she says is a “huge” part of Wild's growth. “We saw Wild spreading all over social media and people wanting to share it; It was new, shiny, colorful and durable and people liked to share such products on social networks. »
After years of strong growth, Wild received a second round of venture capital funding, freeing up a long-term budget for brand marketing. After crafting the product message, the team had to determine what Wild's brand identity was and what it stood for.
“Wild is committed to becoming the bathroom brand that supports eliminating all single-use plastic,” Symes-Thompson said of the mission. This has led to the introduction of further products including shampoo bars, soaps and refillable shower gels. As for the identity, Symes-Thompson said, "We've always wanted to live with the Wilde brand, do something and be weird and loud."
Wilde's first major brand campaign, which featured a female masturbation scene, was banned by the Advertising Standards Authority as not suitable for children.
Venture capital funding helped bring Wild to the retail market and it is now available in more than 10,000 stores, from Sainsbury's to Boots, Waitrose and Tesco. In retail, Symes-Thompson has now had to accelerate the marketing channel, leaving digital marketing as the channel, now with rampant advertising on TV and podcasts. The TikTok shop is also becoming increasingly important in Symes-Thompson's marketing mix: around 5% of Wild's sales come from direct purchases.
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The sustainable deodorant market has grown since Wild launched in 2020, and the brand now competes with Fussy, Salt of the Earth and even Dove, which launched a refillable option in September. But Symes-Thompson isn't worried about the competition, saying the department's growth is more important.
“We are market leaders, particularly in the UK, and this is largely due to our pioneering advantage and the speed with which we have been able to expand and scale our marketing budget.”
Symes-Thompson's top tips for marketing a lasting brand:
Do one thing and do it well: “Many brands release hundreds of products, a million things at once, diluting their message and mission.” Customers understand who we are and why they buy Wild, which is very important and has helped us focus on our sustainability mission.
Justify your claims: “To leave a lasting impression, you need to back up your claims and show your consumers how much you care and what it means to them, and make sure your end customers understand and know the impact.”
Risk Taking: “It may sound cliché, but the wild ones are bold enough to build brands like crazy and believe in taking big risks, whether it's YouTube videos or doing stupid things. You may think the brand will suffer, but you have to take calculated risks and these are the things that will set you apart from the crowd. »