When a D2C-success like, hydration brand Liquid I.V., quickly moves into tens of thousands of retail outlets nationwide, the marketing plan moves predictably to big brand efforts that drive awareness. But that does not mean leaving behind the performance-based D2C tactics, brand integrity and intentionality that got it there. As Vice President of Marketing Stacey Andrade-Wells explains, even big investments on Twitch, OTT, OOH and linear TV require intentional buys, deliberate uses of different creative messaging for distinct segments, contexts, and content. We explore how D2Cs can maintain their performance-media discipline as they go big with branding that loops back to mid- and bottom-funnel efforts.
- Keynote
- Stacey Andrade, VP of Marketing, Liquid I.V.