The beauty brand known for bath bombs and body scrubs has scrubbed itself from the internet…for the most part.

It’s been more than three years since Lush announced it would no longer post to Instagram, Facebook, TikTok, and Snapchat from its brand accounts as part of its “anti-social” policy, which it said was created in response to concerns over content moderation, addictive algorithms, and platforms’ data collection policies. In that time, the brand—which previously left social in 2019 before returning during the early days of the pandemic—has also ceased posting on X and has previously shared plans to cut spending on Google, Apple, and Microsoft. Its previously used accounts still stand as reminders of the brand’s anti-social stance.

Jack Constantine, chief digital officer of Lush, told us that “things have gotten worse” with social media platforms since Lush logged off. Case in point: Meta’s new content moderation policies, pro-Nazi hate speech proliferating on X, and continued concerns about third-party data usage.

“It’s more and more evident that the tech billionaires in charge don’t really care,” Constantine told Marketing Brew. “They just want to make sure that the platforms are making money.”

Still, Lush is not entirely offline—and its anti-social stance has a little wiggle room. As of now, the brand is still active on YouTube, LinkedIn, and Pinterest, and it operates an affiliate marketing program, which Constantine said is part of the brand’s larger word-of-mouth marketing strategy. With that said, the focus has largely been on building up the brand’s owned channels, including its newsletter and shopping app.

With concerns about the future of social platforms at a fever pitch, Lush’s social media hiatus feels more prescient than ever. We spoke with Constantine about what the brand has learned from its time offline and what it takes to embrace anti-social marketing.

Continue reading here.—KH

Big blue gets bigger.

Walmart’s advertising business grew to $4.4 billion in FY24, increasing 27% year over year, according to the company’s most recent quarterly earnings. In the fourth quarter, Walmart’s global advertising business grew 29%, with Walmart Connect growing 24% in the US.

Its ad business, though, is still just a fraction of the company’s overall revenue. In FY24, Walmart posted revenue of $681 billion, up more than 5% YoY.

So what? Retailers like Walmart and Target make a lot of money selling ads by turning their e-commerce websites and in-store experiences into ad networks. Those retail media networks are expected to account for about a quarter of all US media spend, or $130 billion, by 2028, according to eMarketer.

The retailer is continuing to expand its ad footprint. In December, Walmart completed its $2.3 billion acquisition of Vizio, which executives said will help power its advertising business.

“Vizio will help us serve customers in new ways to enhance their shopping journeys while also creating new opportunities for advertisers to connect with customers and boost product discovery, empowering brands to realize greater impact from their advertising spend with Walmart,” John David Rainey, EVP and CFO of Walmart, told investors Thursday.

Read more here.—RB

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Tammy Blythe Goodman is VP, brand marketing and communications and Ex.co, a machine-learning video platform. She was previously VP of communications at SpotX and has worked at companies including OpenWeb, Innovid, and Taboola.

What’s your favorite ad campaign? This question is going to age me, but my all-time favorite is Juicy Fruit’s “Dummy, No Dummy” ad from 2004. I laugh every single time I watch it, still to this day. Just thinking about it now makes me giggle again.

One thing we can’t guess from your LinkedIn profile: I’m a true-crime junkie. Books, podcasts, documentaries—you name it, I’ll consume it.

What marketing trend are you most optimistic about? Least? My answer to both is AI. On a positive note, I see incredible potential in how AI can help marketers with any task—whether it’s creating content, conducting research, or developing strategies. I often compare using ChatGPT to jump-starting a car battery: when I’m staring at a blank screen and stuck for ideas, it gives me the spark I need to get going.

That said, I do have concerns about certain applications of AI, particularly in the realm of visual content …There is an urgent need for stricter regulations and clearer labeling to help prevent the spread of false information in an already chaotic digital landscape.

Continue reading here.

Calling all sports marketing fans! Join us April 8—in New York or virtually—for The Sports Marketing Playbook. We’re talking NIL, streaming, and all things fan engagement. It’s the ultimate game plan to level up your brand in the world of sports. Don’t sit on the sidelines!

Mergers and acquisitions, company partnerships, and more.

• Levi’s partnered with Beyoncé on another installment of its ongoing “Reiimagine” campaign remaking the brand’s most iconic ads.
• Monster Energy is promoting its brand along with convenience-store partners like QuikTrip as part of a monster-sized deal renewal with UFC.
• Technicolor Group, which owns the film and advertising production and VFX studios The Mill and MPC, is shutting down.