Ruggable’s new ad spend strategy shifts focus to ShopMy creators
Since last August, Ruggable has shifted about 10% of its overall spend from performance channels, like Meta, into brand channels, like influencers and connected television. The brand plans to grow that spend by another 15% to 20% next year, chief marketing and creative officer Lauren Sherman-Kaoud said.
Ruggable is shifting its marketing strategy away from its traditional direct-to-consumer playbook, which relied on heavy spending on Meta to drive conversions. According to Digiday, the company is moving away from this model as digital advertising costs increase and performance declines. Lauren Sherman-Kaud, Ruggable’s chief marketing and creative officer, stated that the focus over the last 18 months has been on the idea that what brought the company to its current position will not be enough to reach its future goals.
Since last August, Ruggable has redirected approximately 10% of its total spend from performance channels like Meta into brand channels, including connected television and influencers. Digiday reports that the company plans to increase this brand-focused spending by an additional 15% to 20% next year. The chief marketing officer did not provide a specific dollar amount for the brand's marketing budget.
Brief written by urgent.news from Modern Retail, Digiday — 2 reports on this story. Machine-written — may contain errors; check the original before relying on it.
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