Direct-to-consumer wellness brand OLLY’s quick marketing pivot helped them sell out during the pandemic. As brands quickly switched from in-store to ecommerce during COVID, OLLY quickly “recalibrated” their marketing strategy to meet new customers both at home and virtually. The shift included putting additional marketing dollars in Instacart—since customers were shopping for health, wellness, and personal care products along with their grocery items. The brand, known for their calming supplements and gummies, also moved dollars from out-of-home billboards to “more disruptive, high-impact inventory” by marketing on WeTransfer to specifically target remote Millennial customers. And by the end of last March, their supply sold out. According to an OLLY executive: “This year, our philosophy is to market and spend like a big brand but convert like a startup.” (Adweek)
