Marketing I’m Loving Lately: November 2025
This is not endorsed, sponsored, affiliated, or anything — cocokind has no idea who I am. And it’s mutual. I don’t think I’ve ever used a cocokind product. I’ve never shopped directly from them or bought their products at Ulta.
But I absolutely will now.
What Caught My Eye
They’ve been on my radar for a while now. It started back over the summer when they announced that they were opening up their brand trip to… any of their customers. Incredible.
And then I saw this post.
Not only are they involving members of the community, but they’re listening to their feedback. This post is just one example of how they’re connecting with the community — the actual people who buy their products. I think this is so awesome. I obviously also love influencers and content creators, but this connects your brand to someone in your audience in a way that’s absolutely unheard of right now.
And while you might think, “sure, but they’re making a smaller impact by inviting people with smaller followings,” — I’d actually argue against that. I’d say you’re making a stronger impact on a smaller group of people, which can be just as effective as a weak to mild impact on a larger group.
They’re also implementing the FOMO effect — making people interested in cocokind because they didn’t get to go on this trip, but they could in the future if they continue being loyal customers.
This is what consumers mean when they say they want transparency. This meets customers where they are, shows that cocokind understands their customers, and lets them plan ahead. It doesn’t create some BS false sense of urgency that forces them to feel like impulse spending is the only way to get the best deal — it leads them into (in their own words) intentional shopping!
So much from Cocokind has caught my eye lately, but this post was the most impactful. (I had to move this line. It was originally meant to talk about the Nov. calendar, but then I saw this. Badass brand right here, I’m telling y’all.)
To make an impact on the recent effects of the failures of the United States government, cocokind is donating the sales of a product to a nonprofit organization, No Kid Hungry. Here’s a link to the product if you want to support that way, and a direct link to the nonprofit here. (If you’re looking for other ways to help, I encourage you to find local food banks, shelters, backpack programs, and other food resources in your community and ask what they need.)
Why It’s Impactful
Alright, let’s break it down.
Real community. Even when it’s inconvenient.
They could invite the same 30 influencers to their events. And I’m not saying that’s a bad strategy — if your brand is getting the right ROI, then that’s what works. Business is business. But cocokind is building for a longer term type of business, which relies on die-hard consumers.
So why is this inconvenient? It’s more work. Their team has to go through more data than they would if they were picking from the same, small pool of folks over and over again. Logistics are more complicated, because they’re working with people who might not travel for brand events. And the investment is, let’s be honest, dicier. They might not be able to prove — or even try to prove — the direct ROI for these kinds of events. But they know they’re building something deeper. And they trust that it will pay off in the long run.
Giving back in real time.
There are some (read: many) organizations where it would take months of red tape to get approval on a nonprofit donation campaign. And that’s not to say the issue of hunger will be gone in months — even though it could be. Billionaires could end world hunger, but they choose not to. In case any billionaires read my blog (lolllll that’d be wild), go get with your friends and fix this. But the impact of this issue is going to hit families quickly, so cocokind moving quickly on this is not something I take lightly.
Transparency customers actually want.
Imagine that.
Customers want transparency. And it’s even more important this year, since spending is likely to be down. Digital Commerce 360 reports that, “If Deloitte projections are correct, online sales this holiday season are poised to grow at a similar rate as they did year over year in 2024…In the meantime, Deloitte sees year-over-year growth for overall holiday sales slumping to 2.9% to 3.4%, down from the 4.2% growth observed in 2024.”
By providing customers with the sales and promotions calendar ahead of time, cocokind is giving their customers the opportunity to plan ahead (hello, not forcing your customers to break their budget!!) and creating more genuine trust between the brand and consumer, which is so valuable right now.
Regardless of spending and economic trends, this is an incredible initiative, and I hope more brands take note.
Hi how’s it going! If you’re new here, I’m Jaci Schreckengost. I’m a writer, content marketer, and creative based in FL.
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