David’s Bridal

David’s Bridal has been selling dresses since the 1950s, but it didn’t say “yes” to a social advertising strategy until 2019. Now, the retailer allocates one third of its spend to social media – and half that budget goes to TikTok alone. Next on the agenda is live shopping, which David’s Bridal tested in August with its “First Annual NashBlast.”

Brand marketers are shifting from outbound, push-based approaches to creating recurring engagement, fueled by data and technology. This was a key trend at the IBM Smarter Commerce Summit in Tampa Wednesday, where marketers from Allstate, Intercontinental Hotels and David’s Bridal spoke about their respective brands’ journeys from push to pull marketing. Allstate Sanjay Gupta, EVP […]