DTC Podcast

Ep 212: Making memories of NYC into Candles (and killing it on TikTok) with Erica Werber from Literie Candle

Jun 20, 2022
Erica Werber, Founder and CEO of Literie Candle, shares her journey of capturing the unique scents of New York City in candle form. She discusses how a humorous subway smell campaign transformed bad perceptions into a PR success. Erica reveals the challenges of recreating iconic scents like hot roasted nuts and lessons learned from going cheap on labels. She also dives into her TikTok strategy that shifted focus from Google Ads, highlighting the importance of personal memories and engaging storytelling in branding.
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