Meghan Markle Outsources As Ever to Olivia McDowell Who Might Be The Better Choice
Meghan Markle has officially pivoted her promotional strategy for her lifestyle brand As Ever by hiring lifestyle influencer Olivia McDowell to spearhead its public marketing campaigns.
Watch the full breakdown in the video below:
Source: Royal News Network
The Pivot to Influencer Marketing and Outsourced Content
The decision to bring influencer Olivia McDowell onboard signals a major shift in how the Duchess of Sussex intends to market her luxury lifestyle venture.
- Critics argue that outsourcing promotional duties to a third party suggests that the founder has exhausted her own personal marketing tactics after over a year of flatlining sales and uninspired messaging.
- In her newly released promotional material McDowell presents basic hosting advice that mirrors the brand’s existing lifestyle pillars such as pairing simple scratch made menus with store bought baked goods, lighting floral scented candles, and sending dinner guests home with hibiscus tea party favors.
- This highly curated content has drawn criticism for feeling overly artificial and failing to introduce any innovative product positioning that could help convert casual viewers into actual buyers.
Defensive Public Relations versus Harsh Analytics
The strategic hiring arrives alongside a highly defensive public relations push from the brand’s camp in response to a critical analysis published by Newsweek.
- While independent traffic data indicates that the website’s domestic visitor metrics fall drastically short of moving its massive stockpile of physical inventory, brand representatives insisted to the publication that the business is projected to double in size this year.
- Internal website leaks previously exposed that the company remains saddled with over six hundred thousand unsold units of highly perishable items including edible flower sprinkles, fall themed ciders, and luxury candles.
- Rather than adjusting product lines or offering competitive affiliate structures to drive digital conversions, the brand has taken to publicly lecturing commentators and media outlets for analyzing its transparent digital footprint.
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Disclaimer: This content is for informational and entertainment purposes only. The views expressed are personal opinions and do not constitute professional, medical, or financial advice.
