Marketing
Effective Digital Marketing Strategies for Small Businesses
Effective digital marketing for small businesses is built on the Shopify ecosystem and a stack of accessible tools that scaled Glossier, Warby Parker, Allbirds, and Bombas.
Tag
DTC
PR Firms & Communications Agencies
Evestar and Lolita Petrossov: The Miami DTC eCommerce Growth Agency
Evestar is the Miami direct-to-consumer growth agency founded by Lolita Petrossov, former COO of JetSmarter. Facebook Marketing Partner, Shopify Plus partner, $10M+ Facebook ad management, $100M+ generated in client eCommerce revenue.
CPG
PR Tips for New Businesses — Hint, Impossible Foods, and Allbirds
New-business PR works when it builds infrastructure designed to compound, not one-off launches. Hint built Kara Goldin's founder voice + Whole Foods + Apple. Impossible Foods built scientific credibility + chef-validated + Burger King. Allbirds built material-first + Silicon Valley + IPO. Three doctrines.
Insights & Strategy
Product Page Optimization: What Increases Conversions
Product page optimization — the seven levers that increase ecommerce conversion on Amazon, Shopify, Apple, Warby Parker, and Sephora.
PR, AI & Communications News
Combat Gent: When Startup Storytelling Outran Reality
Combat Gent: when startup storytelling outran reality. The Combatant Gentlemen collapse and what it taught DTC menswear.
Crisis Communications
Thinx and the DTC Founder-Ouster Case Study
The defining DTC founder-ouster case study: Miki Agrawal's 2017 exit from Thinx, the Maria Molland Selby operational reset, and the 2022 Kimberly-Clark acquisition.
Insights & Strategy
Instagram Ads: The October 2013 Launch That Built the Modern Brand-Discovery Architecture
Instagram introduced advertising on October 24, 2013 with ten launch brands led by Michael Kors. The Michael Kors ad generated 218,000 likes in 18 hours. Thirteen years later, the brand-discovery architecture built that day drives an estimated $60-70B in annual ad revenue and defined the DTC era.
Insights & Strategy
Australian Brands and the Content Marketing Playbook
Australian content marketing — Aesop, Bonds, Lorna Jane, Cotton On, and Bellroy — and the editorial discipline that lets small-market brands compete with much larger international competitors.
Marketing
Social Media Advertising Is Broken. What Replaced It?
Paid social advertising is in structural decline. CACs are up, targeting precision is down, ROAS has fallen for three consecutive years. What's replacing it: creators, community, Reddit, AI recommendation engines, and a different measurement stack.
Pets & Pet Industry
The 10 People Who Run The Pet Industry
The ten living communicators most responsible for shaping how the $147B pet economy talks about itself — Sumit Singh, Cesar Millan, Jackson Galaxy, Andy Roark, Henrik Werdelin, Ryan Bethencourt, Kitty Block, Matt Bershadker, Victoria Stilwell, Marty Becker.