The direct-to-consumer playbook was built on performance — spend big on Meta and cash in on the conversion. But as digital ad costs rise and performance dwindles, DTC darling Ruggable is tearing up that playbook.
“We have been focused on shifting over the last 18 months is a classic: what got us here is not going to get us there,” Lauren Sherman-Kaoud, chief marketing and creative officer at Ruggable, told Digiday.
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, Sherman-Kaoud said. The CMO declined to offer a specific dollar figure for its marketing budget.
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