MediaPost Publications - The MediaPost Cases

What worked? How did it work? What did we learn?

The MediaPost Cases focus these three key questions on some of the best examples of successful marketing across channels and segment. These cases explore how brands defined their marketing challenge, conceived, executed and course corrected their solution, and measured results.

Drawing from MediaPost’s live events, awards programs and reporting, MediaPost Cases cut across all of the channels and industry segments we cover. Whether you are looking for what the auto sector is doing in ecommerce or how DTC brands make digital video accountable or other fresh insights, you will find lessons and inspiration from this library of more than 250 cases.

You can search the library by keyword or via the filtering tools here. Paid members of the Center for Marketing and Media Research (CMMR) get access to the full library, which is refreshed weekly with new case studies. Select cases are available for individual purchase as well.

17 Case(s) matching "d2c" (Show Featured Cases)

Everything Old is New Again: Back to Print

D2Cs need to stand out from the crowded D2C space and have begun using print and mail media as a direct response tactic. Is this channel as effective as the digital channels? How does this channel integrate with other media. Where does it fit within the funnel? Ultimately does it help drive ROI? Mixbook's CMO, Ben De Castro, shares answers to these questions.
FREE FOR CMMR MEMBERS
Tags: cross-channel, d2c, digital, digital marketing, direct mail, integrated marketing, marketing funnel, print
Balancing Act - Maximizing Innovation While Minimizing Risk When it comes to innovation, companies are often faced with a delicate balancing act between pushing boundaries and minimizing risk. This is particularly true in the realm of privacy, where breaches and other violations open up exposure to class action lawsuits and irreparable damage to a company's reputation. Hear from DTC Manager, Jennifer Peters, as she shares insights from Olly, an entrepreneurial brand living inside Unilever's expansive portfolio, and their journey to strike the right balance.
FREE FOR CMMR MEMBERS
Tags: brands, d2c, innovation, privacy
Targeting Is Broken...But We Can Solve This How did TaxAct find that it could radically reduce media costs and still maintain the same level of conversions? By stepping away from the promises of so-called precision targeting and retargeting, bringing its media in-house, and re-booting its strategy to start with broader audiences and then letting the platform algorithms help. TaxAct's Head of Media, Amy Bartle, shares what they learned from their journey.
FREE FOR CMMR MEMBERS
Tags: ad platform, algorithms, d2c, media, retargeting, strategy, targeting
A D2C's Best Friend: BarkBox's Branded Partnership Playbook As the cost of customer acquisition climbs, D2Cs are looking for new and exciting ways to partner with other brands. BARK, makers of BarkBox, is doing just that, with partnerships including Dunkin', Subaru, Marvel, Warner Bros., Netflix and more. This strategy has enabled them to reach new audiences and tap into new customer data. BARK's VP of Brand Activation, Dave Stangle, covers their strategy behind finding other brands with the right affinities and how they are structuring their co-branding relationships.
FREE FOR CMMR MEMBERS
Tags: acquisition, brands, co-branded, d2c, data, partnership, strategy
Driving Retention Through Shopping Experiences: Adore Me Meets Consumer's Diverse Needs via Multiple Shopping Models The direct-to-consumer acquisition landscape is not what it used to be. It's not enough to only focus on how to acquire customers efficiently, brands need to also focus on how to make the most out of the customers they already have. Driving customer retention is key. Adore Me's Channel Marketing Manager, Marina Addams, discusses how her team tackles this through offering customers multiple ways to experience their brand by building three distinct shopping models; Pay As You Go, VIP, and Elite. As a result, Adore Me has successfully catered to specific customer needs while also emphasizing retention and membership.
FREE FOR CMMR MEMBERS
Tags: acquisition, apparel, consumer, customer experience, d2c, retail
Cultivating Omnichannel: Grove Collaborative's Evolutionary Tale As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a …
FREE FOR CMMR MEMBERS
Tags: brand affinity technologies, branding, consumer, cpg, d2c, influencer marketing, integrated marketing, messaging, retail
Lifecycle of a Product - Lifecycle of Research Digital native brands are famously data-driven. But when it comes to developing new products and services, what is the process for using customer insights to imagine new products, test, learn, rinse and repeat? The MeUndies model relies on variety and fresh fashion and leans heavily on analytics and insights. MeUndies Director of Consumer Insights, Casey Greulich, explores how they have learned to apply different kinds of insight at specific phases of development - to map development lifecycle against research lifecycle.
FREE FOR CMMR MEMBERS
Tags: analytics, d2c, data, digital, fashion, new products
Beyond Performance - Next-Gen Brand Building The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branded content, branding, brands, consumer experience, customer experience, d2c, digital, digital content, digital marketing, digital-out-of-home, dtc, experiential marketing, integrated marketing, marketing/branding/advertising, mediapostd2c, mpbisd2c, research, wireless
Enter the Retail Media Networks Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
FREE FOR CMMR MEMBERS
Tags: ad targeting, audience measurement, audience targeting, brand marketing, cable tv, celebrity, connected tv, content marketing, cpg, cross-device measurement, cross-device targeting, ctv, d2c, data, data management, data-targeting, demographics, digital, digital content, digital marketing, dtc, experiential marketing, influencer marketing, marketing funnel, marketingcpg, media buying, media measurement, mediapostd2c, mpbisd2c, retail
New Adventures in Customer Acquisition Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
FREE FOR CMMR MEMBERS
Tags: apps, automation, brand marketing, customer experience, d2c, database marketing, digital marketing, engagement, innovation, integrated marketing, interactive, marketing, marketing/branding/advertising, mediapostd2c, mpbisd2c, omni-channel marketing, retail, social media, tools
Laddering Up to TV How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
FREE FOR CMMR MEMBERS
Tags: ad buys, attribution, broadcasting, cable tv, connected tv, ctv, d2c, dtc, marketing funnel, media buying, metrics, mixed media, mptvis, mptvvis, omni-channel marketing, performance marketing, tv
High Marks for Grammarly's Production-Free Ad Campaign What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an entirely production-free campaign. The …
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Tags: ad campaign, ad targeting, brand marketing, branded content, branding, cable tv, connected tv, covid-19, creative, ctv, d2c, dtc, marketing/branding/advertising, online, social media, tv, video
Pandora Thrives with a Full Funnel Approach to E-commerce What happens when a retailer's business model is completely upended, and they need to transform a marketing plan that once drove foot traffic into one that effectively drives digital customer journeys. Pandora Jewelry faced just that with only two months to Mother's Day, their biggest sales period. Their solution was a "full funnel" approach pivoting from a strategy that drove store traffic to one driving e-com. Pandora quickly shifted to a digital-only strategy.
FREE FOR CMMR MEMBERS
Tags: advertising, brand marketing, content marketing, covid-19, customer experience, d2c, digital, digital content, digital marketing, direct marketing, ecommerce, marketing funnel, programmatic video, social media
Truman Reinvents Cleaning Solutions via a Hyper-Focused Customer D2C Do we really need another cleaning product? In an industry that's already over saturated, is their an opportunity for a new company to survive? That's the challenge Alex Reed faced when he and his co-founder, Jon Bostock, launched their D2C cleaning subscription service, Truman's, in February 2019. In such a cluttered market they needed to find their voice and that's exactly what they did.
FREE FOR CMMR MEMBERS
Tags: brand image, brand marketing, case study, cpg, customer experience, customer relations, customer service, d2c, influencer marketing, social media, social networks, start-ups, twitter
Beardbrand Hits Million Mark In YouTube Subscribers When Eric Bandholz started Beardbrand in 2013, his goal was to provide tools for men to feel confident about growing their beards.
FREE FOR CMMR MEMBERS
Tags: awareness, blogging, content, d2c, design, email, health and beauty aids, mpbisd2c, photography, social media, subscriptions, web sites, youtube
Ancestry.com Refocuses CX, Gets Amazing Results Company's marketing fueled curiosity with education and engagement to drive personalized discoveries and timely offers.
FREE FOR CMMR MEMBERS
Tags: customer experience, d2c, mpbisd2c, online
D2C Goes Omni: HelloFresh's Next Level It doesn't change recipes as frequently as subscription does. It's a one-off purchase that allows for trial. It feels and looks like a meal kit, extending the brand's equity.
FREE FOR CMMR MEMBERS
Tags: coupons, cpg, d2c, direct marketing, dtc, email, food, innovation, out-of-home, packaging, paid content, retail, social media

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