Putting more marketing spend toward brand awareness efforts is seemingly one of marketers' latest obsessions. Increasingly, marketers are shifting the focus back to brand building and awareness marketing tactics, as the digital advertising marketplace becomes saturated with competition and riddled with data privacy initiatives and rising CPMs.
Cava, Orangetheory Fitness, and Parachute are examples of brands prioritizing brand building efforts. Cava has embraced a digital-first strategy focusing on YouTube, Meta, TikTok, YouTube TV, Roku, and Hulu.
"We have a healthy balance of what we call a test budget, so we can test into different platforms," said Andy Rebhun, Cava's chief experience officer. Cava is now exploring new media channels and partnerships to diversify its approach.
#storytelling-campaigns #brand-awareness #diversification-of-marketing-channels #digital-first-strategy #partnerships
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