Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
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
‘Mission and capital can coexist’: Golden State Valkyries’ Jess Smith on pitch to sponsors
The WNBA’s newest team must navigate measurement demands and marketers wanting to share in the ‘mission’ if it’s to establish a commercial foothold.
As creators increasingly move into Hollywood, deal terms can put their IP at risk
Advertising Week New York explored the business of creator-led programming across entertainment, and the problems arising within it
Future of Marketing Briefing: Why top creators are taking fewer brand deals
The biggest creators are cutting their brand rosters and asking more of the partners they keep.