'De-risk the path forward': Why Dr. Squatch sees value in Snapchat as it diversifies its media mix

This time last year, direct-to-consumer men’s soap brand Dr. Squatch had little to no ad spend dedicated to Snapchat. But as the company continues to diversify its digital media strategy, it is putting 10% of its digital ad spend on the platform, according to CMO Josh Friedman.It’s a move the brand plans to continue in the future via in-feed video ads, Friedman said. Like many DTC brands, Dr. Squatch is pushing to diversify away from Facebook and Instagram although the platforms have been an integral part of the brand’s digital media strategy.  “We’re pretty agile and we’re looking to spend on what’s most effective in the moment,” Friedman said, noting that Dr. Squatch now sees the platform as more than just an experimental channel. With its newfound Snapchat budget, the brand has utilized in-feed ads on the platform, producing paid video content geared toward Snapchat’s Gen-Z audience. While Snapchat is a growing channel, Facebook and YouTube serve as the brand’s bread and butter, taking up more than an estimated 85% of the digital media budget, Friedman said. Currently, the brand dedicates an estimated 65% of its digital ad spend to Facebook, 20% to YouTube, and 10% to Snapchat with remaining dollars…
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