Ruggable’s new ad spend strategy shifts focus to ShopMy creators

Ruggable, a direct-to-consumer brand, is altering its advertising strategy in response to rising digital ad costs and diminishing performance. According to Lauren Sherman-Kaoud, the company's chief marketing and creative officer, Ruggable has been gradually reallocating its marketing budget from performance channels like Meta to brand channels such as influencers and connected television over the past year.

This shift is part of a broader effort to adapt to changing market conditions. The company plans to further increase its investment in brand channels by 15% to 20% in the coming year. Specific budget details were not disclosed by Sherman-Kaoud.

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