Staying away from performance marketing social channels has lately become a priority for women’s lingerie company Adore Me. Late last year, the New York-based consumer-oriented brand made a major push toward a more comprehensive marketing strategy, layering digital and streaming video into the media mix.
“Facebook’s diversification and increased acquisition costs are clearly at the forefront of every marketer’s concern,” said Ranjan Roy, Vice President of Strategy at Adore Me. “[We’re] Start thinking more about the way the brand is built, the funnel way.”
In the past, lingerie brand DTC relied heavily on linear TV ads to increase brand awareness. Roy added that Facebook and other social media platforms have been the main drivers in customer acquisition efforts for the brand. But in light of the increasingly crowded digital advertising market, rising costs and data privacy changes, Adore Me took a second look at YouTube and OTT digital video to balance the brand’s media mix for both brand awareness and customer acquisition, especially technology brought better targeting and measurement capabilities. for video ads.
In a recent campaign, the women’s lingerie brand has moved to target men as a special demographic to serve the home experience, from a gifting perspective. The videos were shown across lifestyle networks as well as news and sports. They also expand audiences beyond the female goal to reach male and Hispanic audiences, with custom designs for each, according to Adore Me.
“There is definitely more effort and opportunity around targeting and a better understanding of how you are spending,” Roy said. “Trying to balance the instinct of taking over the platform with this aspect of brand building is a cultural thing, we definitely came across as a challenge.”
Adore Me’s recently implemented multimedia mix still includes Line TV. But YouTube and OTT, via streaming services like Hulu, Roku, Tubi and ESPN, play an even bigger role as the brand looks to shoot all cylinders, providing more focal points to meet shoppers wherever they are.
It is unclear how those dollars are spent on advertising as Roy declined to provide details. Adore Me Per Kantar spent $6.5 million on media during the first half of 2021. In 2020, the DTC brand spent at least $5 million on media. These numbers do not include social media because Al-Kontar does not track these numbers.
Adore Me is one of many DTC brands looking into more expansive marketing strategies, beyond direct response and performance marketing tactics. Over the past year, Vivid Seats, Edible Arrangements and Shutterfly have looked to brand awareness channels, including digital video, to diversify their media mix.
It’s a trend that will continue across the industry, according to Mike Mikho, chief marketing officer for Full Service Laundry Agency.
“Everyone will be moving on to the iOS 14 changes and the CPM increase and I think it’s important to note that performance marketing is shrinking on all sides,” Mikho said, noting that the digital advertising space is becoming increasingly saturated with brands. “Competition is higher than ever and marketers can only rely on low hanging fruit.”
Looking ahead, Adore Me says it will continue to build the brand and outreach efforts with digital video. “Every brand is going to have to grapple with this, especially as targeting doesn’t become accurate to privacy efforts,” Roy said.