Bryce Goldman, Kopari’s co-founder/CEO, discussed this subject at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting.
“Content is one thing we will never, ever stop creating,” he said. (For more, read WARC’s in-depth report: Kopari Beauty’s direct-brand path to purchase … and brick-and-mortar distribution.)
Elaborating on this theme, Goldman reported that a regular flow of output is essential to reaching – and, ultimately, converting – members of its target audience. “You’re dead if you’re not continuing to create content,” said Goldman.
“It’s the only way that we find to continue to drive down – or at least test to drive down – our customer acquisition costs. You never know how a piece of content or copy is going to perform on any of these different channels.”
To that creative end, he told the IAB audience in Phoenix, Arizona, Kopari – which uses coconut oil in its products – has enhanced its capabilities in this area.
“We just built out a new office and I would say 25% of the space” has been turned over to the kind of in-house talent that will continue to take the place of third-party studios, Goldman said.
The reason is simple: without sacrificing quality, the brand can deliver compelling content for Kopari. “We can do it in-house much more cost efficiently ... We literally never stop creating and testing,” Goldman said.
Moreover, the ubiquitous nature of always-on media demands a stream of fresh messaging in order to keep consumers engaged, even if some pieces of material have a slightly longer half-life than others.
“Content that’s out there exhausts quickly,” Goldman said. “You might have a piece that’s running really efficiently and helping you scale. But it fatigues quickly, so you have to back it up with more interesting stuff.”
Sourced from WARC