How meal kit startup Gousto learned to love 60:40 | WARC | The Feed
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How meal kit startup Gousto learned to love 60:40
Gousto, a UK-based recipe box company, moved from a 100% performance marketing model to one that leans heavily on brand advertising to drive awareness, a mix that led to the startup's organic growth.
Why it matters
While the brand versus performance dichotomy is overblown – both matter, after all – the needs of a 10-year-old brand like Gousto are specific. But the methods and the lessons learned along the way are applicable to brands at any stage of their development.
Takeaways
- Startups can grow through conversion initially, but they typically reach a point at which performance marketing is inefficient and...
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