Social Media
Taste, Discipline, and the Art of Saying No: One Strategist’s Approach to Scaling Without Losing Identity
In 2021, Advika Aggarwal oversaw a familiar direct-to-consumer strategy at Paravel. Ahead of the holiday season, her team sent product to roughly 200 influencers, following a well-worn DTC playbook: broad distribution to brand-adjacent lifestyle creators, seasonal content, and the expectation of increased traffic. The results were underwhelming. The content lacked distinction. Engagement was shallow. Revenue […]
