Retail / news
Ruggable shifts 10% of ad spend from Meta to creators and connected TV
Ruggable has moved roughly a tenth of its overall advertising budget out of performance channels such as Meta and into brand channels including influencers and connected television since last August, with plans to add another 15% to 20% next year.
The direct-to-consumer rug brand has been reweighting its media mix for about 18 months, moving approximately 10% of total spend away from performance marketing and toward upper-funnel brand channels, according to chief marketing and creative officer Lauren Sherman-Kaoud. Influencer work and connected television are the main beneficiaries of the reallocation.
Sherman-Kaoud framed the change as a recognition that the tactics that built the business will not carry it forward. Ruggable intends to expand that brand-channel allocation by a further 15% to 20% in the coming year, she said, while declining to give a specific figure for the company's marketing budget.
Creator platform ShopMy has become a meaningful conversion channel for the brand, Sherman-Kaoud said, reducing the need to appear in bottom-of-funnel affiliate networks. The company has also restructured how influencer marketing is run: a function once handled by a small team working through direct messages and spreadsheets is now managed by a single person, with the freed-up overhead redirected into the wider marketing mix.
The shift comes as the classic DTC model — heavy spending on Meta in exchange for conversion — faces rising digital ad costs and diminishing performance. Ruggable is not disclosing the dollar size of its marketing budget or the sums involved in the reallocation.