E209: Stacey Priestley - Saving Nipples Since 1984. UGC, TikTok and Trust: Inside Lansinoh’s Winning Social Commerce Strategy

Saving nipples since 1984.  Richard sits down with Stacey Priestley, Senior Growth Marketing and Social Commerce Manager at Lansinoh, a pioneering brand dedicated to supporting moms at every stage of their pregnancy and postpartum journey.  With over 17 years of eCommerce experience, Stacey brings a unique blend of industry expertise and personal passion for helping parents navigate the challenges of motherhood. In this episode, Stacey shares how Lansinoh built a loyal community through authentic word-of-mouth, the brand’s game-changing approach to TikTok Shop and affiliate marketing and why user-generated content is now at the heart of their strategy.  Plus, Stacey reveals the importance of personalisation in their digital campaigns, the tech stack that powers their eCommerce success and offers plenty of practical insights for brands looking to forge genuine connections with their audience. If you’re an eCommerce leader eager to stay ahead of the curve, or simply love the stories behind innovative brands, you won’t want to miss this conversation. Be sure to follow or subscribe so you never miss an episode! Topics Covered  00:23 - Building loyal communities with Stacey 04:49 - Saving nipples since 1984 06:19 - Parenthood: My first priority  14:31 - Digital strategy for young mums 16:56 - Personalised pregnancy guidance 19:23 - TikTok Shop's rising importance 24:14 - Affiliate collaboration strategy 25:54 - Leverage TikTok's affiliate tools 29:05 - Women's Health UGC strategy 33:25 - Unexpected TikTok bundle success 37:09 - From non-reader to avid reader