This strategy isn’t just for small brands. Tim Brown, the CEO of Allbirds admitted that most of their sales are driven by word of mouth. Allbirds’ extensive Instagram and Facebook advertisements,  coverage, and previous customers all contribute to new interest and demand for their products.

As Allbirds social media, PR, and word of mouth spreads, they make sure to bid on their brand and product-related terms to capture any organic searches for their product in Google:

Allbirds captures searches for their brand and product names like “wool runners” with Search and Shopping Ads.