Zola isn’t just a website for weddings anymore. Late last year, the e-commerce company went from a one-stop destination for all things wedding to include a new baby registry service, Zola Baby. Typically, a new service comes with renewed customer acquisition efforts. But this latest endeavor has revolved around word-of-mouth as opposed to shelling out ad dollars to find new shoppers, according to Zola CMO Victoria Vaynberg.
The company has experimented with out-of-home advertising in the past and currently has an active TikTok presence to help boost brand awareness. On this episode of the Digiday Podcast, we caught up with Vaynberg to talk about Zola’s TikTok strategy, growth in a new category and navigating today’s ever-changing digital landscape.
Get more from Digiday with the daily newsletter, sent out each weekday morning. Visit digiday.com/newsletters to sign up.
Canva's CMO Zach Kitschke talks taking the Australian design platform's user base
How Nuuly plans to retain customer subscriptions, data after its first growth spurt
How Newsweek is plotting for audience and revenue growth this election year
Digiday Media Presents: The Return Season Three
Why Nylon is bringing back print
How Linktree vp Lara Cohen is championing for creators to get a bigger piece of the pie
Inside Olipop's growth strategy with Chad Wilson, head of marketing
How Janice Min is selling entertainment advertisers on The Ankler
‘It's not just about the results': How Vox Media’s CRO Geoff Schiller is strategizing for ad sales in 2024
'There's no e-commerce point-of-sale': Farmer's Fridge's marketing director Liz Mella hones in on non-traditional tactics
My Code’s CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing
How Group Black’s Kerel Cooper is trying to solve programmatic’s bias problem at the industry level
Magic Spoon co-founder Gabi Lewis talks cereal brand's expanded retail footprint and marketing strategy
PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape
How British GQ's Adam Baidawi reimagined the legacy men's luxury publication for a modern, global audience
How social-centric Gallery Media is taking on events, TikTok Shop and ever-changing algorithms
Xerox CMO Deena LaMarque Piquion: Embracing AI, targeting the next generation and keeping a legacy brand relevant in 2024
Bloomberg Media’s Christine Cook on strengthening advertiser relationships in 2024
Duolingo's head of global social strategy, Katherine Chan, talks about making unhinged content work and learning from mistakes
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
The Modern Retail Podcast
Digiday Live