Peacock Alley is known for its curated collection of luxury bedding. As the company transformed from a wholesale business model to an e-commerce contender, its two-shoots-a-year creative plans had to change with it.
To keep up with the increasing demand for photos and reviews and campaign collateral of all kinds, Peacock Alley turned to user-generated content (UGC) and forged a path to new customers.
In this video interview, Tom Logan, co-founder and CEO at Cohley, speaks with Peacock Alley’s director of e-commerce about the evolving role of UGC in their marketing.
More from Digiday
How the Chicago Bulls retooled their sponsorship business to meet CMO data demands
As sports sponsorship spending rises, CMOs are looking for hard evidence to justify their deals. Teams and franchise owners are responding, but there’s competition.
Ad tech Briefing: Walmart’s Vibe deal is a reminder not to spend too long courting Madison Avenue
Walmart’s $1.4 billion acquisition of a five-year-old company underlines the importance of smaller businesses.
‘There’s two ways to build these platforms’: OpenAI’s ads boss David Dugan on going the other way
Inside OpenAI’s ad playbook: move fast, share the build, defer the hard questions.