If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a small business growth expert to discuss creative diversification as well as social and content-first strategies.
In this edition of "Ask the Board," we feature Caroline Volz, Director of Growth Marketing at Tuckernuck, a self-funded women’s clothing boutique and retail platform founded by two sisters and their close friend (Jocelyn Gailliot, Madeline Grayson, and September Rinnier Votta).
The trio grew frustrated from the lack of retailers that reflected their classic, modern lifestyle and wanted to create the online equivalent of a boutique experience that made shopping easy and exciting. Since its founding, Tuckernuck has operated under a digital-first mindset with commerce and content at its core.
With creative diversification top of mind, Tuckernuck has kept a relentless focus on profitable growth and scaled using a social/content-first strategy. Here’s what Volz said about how Tuckernuck has harnessed creative diversification and social/content to thrive.
Use Meta
Tuckernuck leverages creative diversification on Meta to drive performance and brand engagement. A recent example is their successful Palm Beach pop-up, where they used reminder ads to build anticipation and captured on-site content and user-generated content (UGC) to drive both foot traffic and post-event awareness.
Mix things up
In addition to the recent pop-up event, Tuckernuck prioritizes a broad mix of creative formats — including Reels, static imagery, GIFs, UGC, influencer and ambassador content, and “Shop the Look” videos — to continuously test, learn, and scale. This creative variety allows the brand to engage different audience segments across Meta and Instagram placements while building consistent brand recognition and trust.
In addition to the recent pop-up event, Tuckernuck prioritizes a broad mix of creative formats — including Reels, static imagery, GIFs, UGC, influencer and ambassador content, and ‘Shop the Look’ videos — to continuously test, learn, and scale.Caroline Volz, Director of Growth Marketing at Tuckernuck
Leverage influencers
UGC plays a central role in Tuckernuck’s creative strategy. The brand incorporates both influencer-generated content and employee-created content to bring authenticity and variety to its campaigns.
This approach not only adds social proof and relatability, but it also reflects the Tuckernuck lifestyle from multiple perspectives, fostering a deeper connection and engagement with their community.
Start with a strong foundation of creative variety
Not all ads are created equal, and each format has its own pros and cons. Testing different ad formats, like video, static, Reels, and UGC, early helps identify what resonates most with your audience and gives Meta’s algorithm more to work with when optimizing for performance.
Leverage full-funnel capabilities
From brand awareness to conversion, Meta allows businesses to build a cohesive customer journey. Investing in the platform not only drives immediate sales but also builds long-term brand equity through consistent storytelling and audience engagement.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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