Pivoting from performance-driven success to wider brand building has been tough and costly for many D2Cs. But SimpliSafe, the category-defining brand of DIY home security, has already succeeded in reaching beyond the digitally savvy base and into general awareness. Company CCO Don LeBlanc shares lessons learned as he brings his data-driven marketing culture into awareness campaigns that build brand even as they drive sales.  

With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the delight metric, both online and in store. 

Product development is central to any D2C brand’s sustainable growth plans. But research, supply chains and adoption cycles impose challenging calendars on impatient startup culture. Daily Harvest shares how its persistent, iterative, data driven product development shrinks the cycle.

The primary channels for customer acquisition for most D2Cs - Facebook/Instagram and Google/YouTube continue to change the rules of play, especially as they move away from micro-targeting and into audience segmentation. And when the COVID crisis hit, the disruptive D2C marketing economy itself got disrupted. How are marketers adjusting their customer acquisition tactics as media habits, platform products and pricing remain in flux. How has their ROI changed? Allocation strategies? What now moves the needle most effectively (and affordably) in growing the customer base?

Many D2C brands are migrating to TV or extending their performance video to new screens. How are they applying their data-centered acquisition models to new channels?

Many D2Cs have bolted their products onto larger values of sustainability, social progress and equity, activism. But what does it take to do this authentically, effectively? How are good values also good business?