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Genie Goals has published Life Goals, the second book in its annual series that curates digital marketing campaigns from eCommerce brands.
The new edition includes 75 case studies spanning sport, crafts, outdoors, reading, self-care and micro-hobbies. Genie Goals said it reviewed hundreds of campaigns before selecting the final entries.
The book organises its picks across six areas: Artificial Intelligence, Creative and Storytelling, Paid Media, Brand Building, Organic Campaigns and Experience. It includes work from larger brands such as Patagonia, Decathlon and Gymshark and independent challengers.
Genie Goals said it gave each entry equal weight during assessment, regardless of brand size. It said expert judgement shaped the final selection. The company said this approach recognised smaller brands alongside larger spenders.
Campaign examples
Life Goals cites Merrell’s use of artificial intelligence in areas linked to product information and shopping decisions. Genie Goals said Merrell’s work reduced returns by up to 25% through smarter insights and improved product accuracy.
The book also highlights Castore’s personalisation strategy with Klaviyo. It includes a case study on evo and a digital assistant that the retailer used during online shopping journeys for technical gear.
In Creative and Storytelling, the selection includes campaigns linked to purpose-led narratives. Genie Goals pointed to work from Finisterre and Patagonia. It also referenced Norwich City FC’s #YouAreNotAlone film and said it reached more than three hundred million viewers worldwide.
Emily Long, CEO of Genie Goals said: “Life Goals is our love letter to the hobbies and pastimes that make everyday life that bit richer. We wanted to shine a light on the brands creating work that feels thoughtful, joyful and genuinely useful, whether they’re global names or tiny teams doing clever things. This year’s entries show how much creativity and care still exists in eCommerce when you put people first. These campaigns aren’t just good marketing. They’re reminders of what inspires us, connects us and keeps us curious.”
Awards list
The book also includes a list of category winners, with Merrell named for Best Use of AI in Customer Journey and Castore named for Best Use of AI for Personalisation. Genie Goals also listed evo x alby as Best Use of AI for Customer Experience and SportShoes as Best Use of AI in Ecommerce. It named Decathlon for Best AI Powered Omnichannel Experience.
In Creative and Storytelling, Genie Goals listed Patagonia for Boldest Christmas Marketing Campaign and Finisterre for Best Purpose Led Campaign. It named Norwich City F.C. for Most Powerful Mental Health Storytelling. The book also lists winners including Fjällräven for Best Photography, TALA for Best Use of Email and SMS, and Victorian Plumbing for Best YouTube Creative.
In Paid Media, the winners list includes Gymshark for Best Use of Influencers at Scale and Bird and Blend Tea Co. for Best Use of Demand Generation. It also names LEGO x Linkby for Best Affiliates Content Partnership and Vivobarefoot for Best Affiliate Programmeme (big).
In Brand Building, Genie Goals listed The North Face for Best Community Campaign and Mamas and Papas for Best Paid Search Strategy.
In Organic Campaigns, winners include JD Outdoor for Best PR Strategy and Illumicrate for Best Subscription Experience. The list also includes Absolute Snow for Best Product Page Experience and O’Neill for Best Onsite Search.
In Experience, Genie Goals listed ThruDark for Best Online Brand Experience and Hobbycraft for Best In Store Experience. It also named Games Workshop x Warhammer for Best Omnichannel Campaign (big) and Jack Wolfskin for Best Conversational Commerce Experience.
Contributors
Genie Goals said Life Goals includes commentary and perspectives from industry contributors. The list includes Hannah Spicer, a CRM Consultant, Miya Knights, a Best-selling Author and Strategic Consultant, Freddie Chatt, an Ecommerce SEO Consultant, and James Gurd, a Fractional Ecommerce Director and Consultant.
Genie Goals also named Hannah Callaghan, Partner Manager at Mention Me, and Brian Graydon, Head of Partnerships at Nosto. It said its own channel specialists also contributed, including Jérémy Courty, Head of Paid Search, Sam Thompsett, Head of Paid Social, and Rachel Said, Head of Affiliate and Partner Marketing.
Genie Goals described the book as a snapshot of eCommerce marketing in 2025, framed through leisure interests and personal routines. It said the selection spans areas from data-driven fixes to campaigns emerging from TikTok.
The company said it plans to continue the annual series, with future editions expected to maintain the same curated format and category structure.