During Adweek’s Commerceweek, Daniel Folkman , SVP of business at Gopuff talked delivering convenience with Amy Lanzi, CEO of Digitas North America, an integrated advertising agency.
Targeting millennials and Gen Z, Folkman said, “The company recently did a campaign with social media influencers to push the message of ‘discovery to consumption in under 30 minutes.'”
Lanzi spoke about leveraging social media creators, stating, “This is a way of thinking about social commerce and how we are using things like collab ads to then, of course, be able to explode inside of a social channel and make that a shoppable storefront in a hyper-local way.”
Folkman believes, “The brands that start taking control of the dollars they’re spending and create landing points to drive sales and transactions will win. I think it is very similar to what we saw with the rise of ecommerce 10 years ago, and over the next 18 months you’re going to see the separation of the innovative brands that are taking control of this and the brands that get left behind who are still spending $20 million to $40 million on the Super Bowl and have nothing to show for it other than some awareness study they do three months later.”
Gopuff has seen impressive results from TikTok advertising, as Folkman mentioned, “Some of the collab ads and otherwise, we’re seeing a return of anywhere between 400% and 500% from the dollars that are being spent.”
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