Tag: DTC
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Agency Leaders Predict Growth in Outcomes-Based Pricing, but Face Challenges.
Eighty-five percent of agency leaders expect to do more outcomes-based pricing. The consultancy that studied it says pure versions are “exceedingly rare” — what agencies more frequently agree to is an output fee with a performance measure bolted on. Sixty-nine percent name attribution as a barrier, and the same share name procurement.
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Dollar Shave Club Drafts the Founding Fathers Into the Razor Wars
On July 1, Dollar Shave Club rolled out “250 Years. No BS. Still Free,” a set of digital ad spots made in-house with generative AI. The setup: America’s forefathers, rendered in hyper-stylized Revolutionary War imagery, fighting “big razor monopolies.” It is the brand’s pricing grievance, but in a tricorner hat. The campaign also promotes $2.50…
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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…
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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…
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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…
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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…
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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,…