When the pandemic accelerated the shift from in-store to ecommerce, the direct-to-consumer wellness company OLLY recalibrated its marketing strategy. The team viewed it as an opportunity to meet potential customers where they were: At home and online.
The pivot included putting additional marketing dollars in Instacart, since customers were shopping for health, wellness and personal care products there in addition to food. The team also shifted dollars from out-of-home billboards to more disruptive, high-impact inventory online by advertising on WeTransfer to target the millennial work-from-home consumer.
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