Podcast - Beyond the millennial: expanding audiences and building trust with Ruggable
Published on 2nd October 2024In 2021, washable rug brand Ruggable launched in the UK after steadily growing in the US. With a big focus on filling the social feeds of millennials, the brand is looking to grow its audiences through new channels all whilst building trust.
Expanding your audience can feel like a challenge at the best of times, but as a relatively young brand operating on a global scale, there’s a lot to navigate.
For this episode, Ellis Bird is joined by Charlotte Ford, European Senior Marketing Director at Ruggable, and Sarah Warewinter, Managing Partner, Strategy, at McCann Bristol. During the conversation, they discuss the journey to expanding audiences, the importance of data, finding the right channels, and getting internal buy-in.
What we cover in the episode
- Ruggable’s journey so far
- How do you know when it’s time to start expanding your audience?
- Finding likeminded audiences
- Why you shouldn’t change your brand to suit a new audience
- How challenger brands can find connection
- Finding local relevance on a global scale (without being precious about your brand)
- How testing has shaped Ruggable’s strategy
- Building (and maintaining) trust as a D2C online brand
https://open.spotify.com/episode/0uOIYQofogIhryPZY2Hp6E?si=XK350TW6RWmZbF_EepibDg
