Zola isn’t just a website for weddings anymore. Late last year, the e-commerce company went from a one-stop destination for all things wedding to include a new baby registry service, Zola Baby. Typically, a new service comes with renewed customer acquisition efforts. But this latest endeavor has revolved around word-of-mouth as opposed to shelling out ad dollars to find new shoppers, according to Zola CMO Victoria Vaynberg. The company has experimented with out-of-home advertising in the past and currently has an active TikTok presence to help boost brand awareness. On this episode of the Digiday Podcast, we caught up with Vaynberg to talk about Zola’s TikTok strategy, growth in a new category and navigating today’s ever-changing digital landscape. Get more from Digiday with the daily newsletter, sent out each weekday morning. Visit digiday.com/newsletters to sign up.