The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
NastyGal uses social media to reach its core audience.
NastyGal.com makes no bones about who its core customers are: trendy young women who live and breathe social media. What makes the site unique is the attention paid to social elements meant to make customers on NastyGal.com feel like they are part of a unique community, says creative director Joanna Ewing. “We aren't a bunch of men in suits trying to sell 'cool' clothes,” Ewing says. “We are our girls so we engage with them." On its product pages and in its catalog “look books,” NastyGal.com gives special prominence to customers using Facebook and other social networks to share news and views. “Social media has been invaluable for us to get to know who our girl is, what she's into and give her a place to communicate,” Ewing says.
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