DTC brand Parachute Home goes offline, doubles experiential investment amid changed digital landscape

The world of digital advertising has increasingly become more complicated thanks to Google’s crumbling third-party cookie, creeping costs and over saturation. It’s getting harder for marketers to stand out online, so direct-to-consumer bedding brand Parachute Home is ramping up its experiential marketing to stand out in-person.

“We believe that experiential is a cornerstone to Parachute,” said Foujan Volk, vp of brand at Parachute Home. “The in-real-life moments are a cornerstone to who Parachute is as a brand and how our customer wants to experience us.”

This year, 30% of Parachute Home’s budget is allocated for experiential marketing tactics, double what it was last year, according to Volk. (She did not disclose a specific dollar amount.) That investment has been steadily increasing to support things like its holiday market last year. A post-event survey revealed the favorability of the brand was higher for those who attended versus online consumers, per Volk.

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