Content and commerce is hot again. But for new package goods company Walker and Co. the answer isn’t to combine them, at least not just yet
Speaking at the Digiday Retail Summit in Half Moon Bay, California, earlier this week, Walker and Co. CEO Tristan Walker said the company basically operates two businesses. One is Bevel Code, a “digital magazine” devoted to lifestyle issues for people of color. The other is the Bevel retail site, GetBevel.com, where people can buy the shaving system. Rather than mix the two together, Walker instead chooses to keep the focuses distinct. In fact, Bevel Code, which carries content like an interview with Nas about his hairstyle and stories of vintage barbershops, doesn’t even push Bevel’s shaving system.
“We think about them as very separate entities,” said Walker. “Since we’re venture backed, we can separate them and allocate resources to making them great. Once we do that we can work on cross-promoting both.”
Watch Walker talk about that, as well as the challenges of building a brand from scratch, in the video below.
How Bevel is Building a New Brand Through Content & Commerce from Digiday on Vimeo.
-
Fireball taps into streaming, Instagram to reach Gen Z of drinking age
To drive reach and awareness with Gen Z, spirits brand Fireball last month increased its digital video output on Instagram and streaming sites like ESPN, Peacock and Hulu with 15-20 second ads. It is the cinnamon whiskey’s first creative campaign to market to Gen Z, as many are now of legal drinking age. (The demographic […]
-
Why regulators are still at odds over ad tech data privacy standards
The problem with attempts to bring order to online advertising’s data industrial complex is how loosely written the rules are.
-
Member ExclusiveDigiday+ Research: Amazon holds untapped marketing potential for brands, agencies
Digiday's survey revealed a huge difference between how brands and agencies are spending on Amazon and other retail marketing sites compared with how confident they are that those channels drive marketing success.
-
SponsoredHow marketers are tailoring data-driven creative to engage audiences on CTV
Gabriela Maestre, vice president of creative solutions, Tremor International As the end of the year approaches and marketing teams look to finalize their 2023 budgets, many are wondering how to ensure their ads are set up for success in the months ahead, appealing to unique audiences whose media consumption habits continue to evolve. Advances in […]
-
How brands like Pepsi and American Eagle are investing in original sound marketing on TikTok
Pepsi announced a partnership with singer and actress Chlöe Bailey on Tuesday to release a new version of the song “Footloose,” encouraging TikTok users to join a dance challenge using the sound.
-
Evil Geniuses is using its DEI-friendly profile to win business from brand partners like Bud Light, HP and others
Evil Geniuses’ DEI-focused branding allows it to serve as a more palatable alternative to esports organizations embroiled in controversy.
