Founded in San Francisco in 2013 by husband and wife team Heidi Zak and David Spector, ThirdLove manufactures and sells lingerie and nightwear. The company is known for its trademarked half cup sizing and their mobile app which uses “Fit Finder” technology to allow women to accurately measure themselves at home. In October 2018, Forbes placed the company on their Forbes Next Billion Dollar Startup List. The company raised $55 million in February 2019, bringing its total funding to $68 million.
To date, ThirdLove has worked with 300 creators. The format they have appeared in the most is podcasts, and most of their mentions appear in Lifestyle content.
Retail Dive wrote about the brand’s strategy and the image they are marketing in August 2021:
“The focus is on its version of sexiness and, especially, comfort. “When we first introduced ThirdLove, we had a goal of disrupting the industry norm and shifting the attention from skinny angels, feathers, and stilettos to real bodies, comfort and fit…We wanted to embrace women’s version of what it means to be sexy - in their own words and own skin. After paving the way for many other brands to embrace this inclusive belief, we’re taking the next step on our own journey to focus on how our bodies feel,” CEO Heidi Zak said in a statement”
ThirdLove began collaborating with creators on YouTube in 2014. Our data shows that their first sponsorship took place in March 2014 with Ambrosio Malbrough. In the video, the influencer unboxes ThirdLove lingerie and shares a promo code with her viewers - GOLD20 for 20% your purchase. Since then, they have sponsored (or organically appeared) in over 500 YouTube videos - including bra challenges, lingerie hauls and reviews, and vlog-style videos. The brand has attracted a total of 35.5 million views, which breaks down as an average of 66k views per video.
Currently, their most successful partnership was with StyleLikeU, specifically their video - How Terminal Cancer Showed Beth Fairchild That She Was Enough. The lingerie brand sponsored this channel twice.
The brand also has its own YouTube channel, ThirdLove, where they publish videos advising on fit issues and washing techniques. A recent video on their channel Your Boobs Deserve ThirdLove shows women in therapy session with their bras, airing their grievances with the support of a relationship specialist who recommends ThirdLove. The video has over 415k views.
ThirdLove’s primary mode of promotion has been via podcast sponsorships. So far they have sponsored over 2,000 podcast episodes across over 200 different podcasts. Podcast is such a significant part of the brand’s strategy that we see a lot of their best performing YouTube videos are actually the video releases of podcast episodes.
ThirdLove’s podcast strategy started in June 2016, with their first sponsorship taking place on Slate’s parenting show - Mom and Dad are Fighting. Interestingly, from the beginning, ThirdLove did not limit its sponsorship to explicitly female podcasts, appearing on shows such as The Generation Why Podcast, Science Vs, and These Are Their Stories: The Law & Order Podcast, which appeal to broader audiences.
One of the brands longest-standing podcast collaborations is with Forever35, which focuses on all-things self-care specifically for women - an ideal podcast for ThirdLove to sponsor. The lingerie and nightwear brand sponsored this podcast between 2018-2021 and has appeared in over 80 episodes. However, it looks like ThirdLove hasn’t partnered with Forever35 since June 2021.
Another long-term podcast partner is with Chatty Broads with Bekah and Jess, where ThirdLove has sponsored over 35 episodes. This podcast features “a couple of opinionated broads who hold nothing back in their arguably uncomfortable, occasionally serious, and undeniably funny chats” - sounds like they are reaching ThirdLove’s ideal audience.
In December 2019, Chief Marketer reported on how the brand uses online personalization to boost customer conversions:
The ecommerce startup has been using personalization engine Dynamic Yield to create different homepage experiences for shoppers depending on what stage they are in along the purchase journey.
For instance, customers driven to the site after completing a “Fit Finder” quiz would see different content than what’s shown to a new prospect who might be skeptical about buying a bra online. Returning shoppers would experience different messaging than brand new customers would, with newly launched products being highlighted for the former and core products emphasized for the latter.
The changes made resulted in 23% increased revenue per user, according to the brand.
This type of personalization strategy is further emphasized via influencer marketing - the creators ThirdLove partners with know their audience, and what they are looking for, and can adjust the messaging accordingly.
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These brands are using similar marketing tactics or are appearing in similar content, both organically and sponsored.
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