Why Bobbie Turned off All Marketing in 2022 and What They Learned About Attribution

If you were on the internet in 2022, then chances are you stumbled upon articles, think pieces, and TikTok videos about the formula shortage.

In February 2022, the FDA recalled three types of the most popular powdered formulas for safety reasons. Add to that the impact of the pandemic on the market, supply chain issues, and suddenly, we had a formula shortage on our hands.

Many other formula companies were overwhelmed by the sheer amount of demand. 

One company wanted to be able to keep supplying their subscribers with formula, so they took a peculiar decision: They shut off all of their marketing. And we mean, all of it.

A pretty drastic decision, right? And yet, it worked!

This is exactly what we discuss in this episode of the podcast.

In this week’s episode of Data Unlocked, Jason sits down with Cherene Aubert, Head of Growth at Bobbie.

With over a decade of marketing experience, Cherene is an award-winning ecommerce leader who’s grown over a hundred direct-to-consumer businesses.

Today, Cherene is using her expertise to help grow Bobbie.

Bobbie is the first and only mom-founded and women-led infant formula company in the U.S. Their European-style recipe is the only infant formula to receive both the Clean Label Project’s Purity Award and Pesticide Free Certification.

In this episode, Cherene and Jason discuss the transformative time Bobbie went through during the pandemic, navigating the Great Formula Shortage of 2022, what’s driving the company’s marketing, how Cherene went from Head of Growth to Head of Slowth, and more.

Ready to learn more?

Let’s dive in.

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