Beauty brand Cakes launches owned media strategy to counter rising ad costs

VERA Brief

AI-generated. Grounded in the article and its cited sources.

Beauty brand Cakes is launching Cakes Media to build a permanent, owned audience. This strategy aims to counter rising advertising costs by moving away from paid views on platforms like TikTok.

Key facts

• Beauty brand Cakes is launching Cakes Media to cultivate a brand-owned audience.
• This initiative represents a strategic shift from relying on paid views on platforms like TikTok.
• The move is a response to rising advertising costs.
• Cakes Media will focus on creating content for direct consumer engagement and loyalty.
• The goal is to secure an owned channel for communication and sales, independent of platform algorithms and ad spend.