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Tag: DTC

  • How Dollar Shave Club Uses AI for a Fresh Marketing Approach

    How Dollar Shave Club Uses AI for a Fresh Marketing Approach

    Dollar Shave Club is back to joking about razors—and this time, it’s using AI to do it. The men’s grooming brand, best remembered for its snarky 2011 launch video, has returned to that “rebel-jester” tone with a new 60-second spot titled “We Put Our Money Where It Matters.” Created with Israeli agency Too Short For…

  • Puma sees GenAI personalization as DTC aid

    Puma sees GenAI personalization as DTC aid

    Puma is leveraging generative AI, specifically Google’s Imagen 2 model, to enhance its branding and e-commerce strategies. The AI generates personalized website images based on user location, such as displaying shoes near Mount Fuji for Japanese shoppers. This shift has led to a 10% increase in click-through rates in India. However, Puma’s use of AI…

  • DTC company Shapermint’s AI influencer engine highlights how marketers are actually using the tech

    DTC company Shapermint’s AI influencer engine highlights how marketers are actually using the tech

    Shapermint, a direct-to-consumer fashion brand, has harnessed AI technology to enhance its influencer marketing efforts. Their in-house AI tool, Altair, automates the creation of scripts and storyboards for platforms like TikTok and Instagram Reels, cutting production time by 70%, and freeing the marketer to allocate that budget on media and higher value efforts. The AI…

  • A Challenger Laundry Brand Used AI to Create Ads

    A Challenger Laundry Brand Used AI to Create Ads

    Leaf, a UK-based challenger laundry brand, initially used direct-to-consumer (DTC) strategies via social media ads, but found these were not effectively converting customers. Shifting focus from DTC to retail, they engaged in digital campaigns that supplemented in-store marketing but faced difficulties in assessing their impact on sales. In a strategic pivot, Leaf adopted AI through…

  • DTC Brands Test GenAI with Mixed Results

    DTC Brands Test GenAI with Mixed Results

    Interesting story from AdAge on some of the ongoing challenges with GenAI powered image generators … Using ChatGPT to write ad copy became increasingly popular in 2023, with brands such as Sephora and Mint Mobile using the AI tool to create campaigns. And while direct-to-consumer brands have been using ChatGPT to write marketing copy too,…