How sunglasses brand Quay retooled its advertising to be less reliant on performance marketing following iOS changes

Prior to the iOS changes, Quay was spending the majority of its ad dollars on performance marketing tactics and influencer marketing.The shift to a more full funnel approach now is becoming more common, according to performance marketing agency execs.| By Kristina Monllos Joining a building brand marketing trend, Sunglasses brand Quay has retooled its marketing strategy to be more "full funnel" rather than relying on performance marketing tactics.Now, since the brand has "reduced our spend within social advertising since the iOS changes" the company takes a "much more balanced" approach, said Bricker, as it has a mix of performance marketing, search, affiliate marketing and streaming ads as well as partnerships with buzzy young-skewing shows like Love Island.

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