Bilt’s CMO is betting big on marketing that's hard to measure
Source: Business Insider ·
Bilt's CMO Zoe Oz focuses on turning customers into brand ambassadors through live experiences and merch, shifting from traditional ads.
From the source
The launch of the Bilt Locals merch collection is part of a strategy to turn customers into willing brand ambassadors.BiltA version of this post appears in the CMO Insider newsletter.Sign up for Business Insider's weekly marketing newsletter.Bilt CMO Zoe Oz thinks traditional advertising is losing its power.Her alternative? Turning customers into willing brand ambassadors.The fintech loyalty platform is investing heavily in entertainment, live experiences, and covetable merchandise — though Oz readily admits these tactics are more difficult to measure directly than paid ads.In September, Bilt launched its Locals Collection, a range of vintage-inspired apparel and accessories that members could purchase with Bilt Points, Bilt Cash, or a linked card.Bilt said an October pop-up event in New York City drew long lines, and most items sold out. The most popular included a motel keychain, diner mug, and $150 "bodega crew" sweater. Since launching the Bilt Collection in 2021, Bilt said…
BestAIBroker analysis
- Finance-aware sentiment: neutral (+0.00 on a -1 to +1 scale).
- Event classification: OTHER.
- Market importance score: 27/100, weighting entity relevance, source credibility, multi-outlet coverage and recency.