Direct-to-consumer (DTC) brands are thriving through innovation, authenticity, and the power of community engagement. This blog recaps a conversation with Olly and Loukas from a recent episode of D2C Diaries where they discussed creative strategies, community-building, and current trends in the market.

From the impact of US shipping policy changes on fast-fashion giants to strategies for engaging communities and optimising paid media, this post highlights actionable insights for DTC brands navigating the modern e-commerce landscape.

You can watch the full episode here

Building Community and Authentic Connections in DTC

One key theme that emerged was the growing importance of community-focused events. Traditional digital tactics still work, but there’s a strong appetite among founders and consumers alike for in-person, community-building experiences. Unlike the US, where DTC events are more common, UK brands are just beginning to embrace this model.

Insight: Community events are powerful tools for building brand loyalty and establishing relationships that are more personal than any online interaction. Casual, intimate gatherings allow brands to share stories, test ideas, and get feedback directly from attendees. For DTC brands, connecting with customers in person can drive engagement and create memorable brand experiences that digital interactions alone cannot achieve.

Spotlight on Puresport: Community-Led Growth Through Run Clubs

Puresport, a UK-based supplement brand, has cultivated a unique growth strategy focused on community engagement. Rather than relying heavily on paid acquisition, Puresport invested in building a community through run clubs and offline events, which quickly became a core pillar of their strategy.

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Their community-led approach involves partnerships with “run captains” who organise local running events, engaging thousands of participants every week. This strategy has enabled Puresport to connect with its audience authentically, without heavy reliance on paid advertising.

Takeaway for Brands: Community-focused initiatives can serve as powerful brand-building tools, even in a market often dominated by paid acquisition. Puresport’s experience demonstrates that nurturing customer relationships through offline experiences can cultivate strong brand loyalty and generate organic word-of-mouth growth.

The Brand vs. Performance Dilemma: Finding Balance in DTC Marketing

Balancing brand-building activities with performance marketing efforts can be challenging, especially when justifying investments that are harder to measure, such as events or offline community-building initiatives. Brands with a strong focus on customer acquisition costs (CAC) may find it difficult to allocate budgets to brand-oriented initiatives without tangible ROI.

One suggested approach is treating brand-building as an operational expense rather than a marketing activity. This way, the expense becomes a long-term investment in brand equity rather than a short-term gamble on immediate sales results.

Key Insight: Consider viewing brand-building initiatives as fixed costs, similar to rent or office expenses, rather than campaigns requiring immediate ROI. This perspective allows brands to consistently invest in long-term value creation, building customer loyalty that pays dividends over time.

Gamifying Marketing: Chipotle's Digital Scavenger Hunt

Chipotle's recent million-dollar digital scavenger hunt showcases the potential of gamified marketing to create buzz and drive engagement. Influencers subtly included reward codes in their social media content, encouraging followers to engage deeply with the brand’s digital footprint to unlock exclusive discounts.

Gamification is growing in popularity because it drives user engagement in a way that feels both fun and rewarding. Gymshark’s similar scavenger hunt, which placed discount codes across their site, also demonstrated that customers enjoy being active participants in brand experiences.

How Brands Can Apply This: Consider how gamification techniques might enhance your marketing strategy. Whether through hidden discount codes, exclusive rewards for loyal customers, or interactive content, gamification creates memorable interactions that can lead to increased loyalty.

The Value of Creative Strategy in Scaling DTC Brands

Innovative creative strategies have become crucial for DTC brands as they seek to capture attention in a crowded market. One successful approach discussed at the event was the use of AI-driven creative assets. With AI tools, brands can develop original, attention-grabbing content that stands out. Obvi, a women’s supplement brand, utilised an “AI-generated strawberry” ad to symbolise transformation, which performed exceptionally well in terms of ad spend efficiency.

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Creative Tip: Unique visuals and storytelling resonate well with audiences, but it’s essential to test the message in a high-quality format. Think about ways to apply AI-generated images or animations to visually represent product benefits and capture viewer attention in a playful, engaging way.

Leveraging ASMR and High-Production Value for Unique Brand Experiences

ASMR (Autonomous Sensory Meridian Response) content, which provides a calming, immersive sensory experience, has proven to be highly effective for certain brands. The Essence Vault, a fragrance brand, developed a high-production ASMR campaign where satisfying visuals, such as wax dripping down a bottle, complemented whispered narration. This style of ad allowed the brand to re-engage audiences effectively while visually reinforcing product quality and craftsmanship.

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Pro Tip: Experiment with high-production ASMR to showcase product quality or evoke sensory experiences that enhance the appeal of your product. Small touches like a unique soundscape, texture, or even the use of “secret” or “exclusive” messaging can make your product feel aspirational and memorable.

Trends in Paid Media: The Rise of Static Ads and Overcoming “Ad Fatigue”

Static ads are enjoying a resurgence as brands experiment with different ad types to combat ad fatigue. Despite the current emphasis on video, Obvi's experience highlights that static visuals, particularly those that use bold, eye-catching designs or subtle AI-generated transformations, can drive significant engagement.

Actionable Insight: Don’t overlook the potential of static ads as a low-cost but effective complement to video-heavy strategies. Refreshing ad formats and applying visual transformations or before-and-after concepts in your ad creatives can breathe new life into campaigns.

In Summary: Strategic Investments for Sustainable DTC Growth

These insights from the DTC community and creative experts underscore the value of building meaningful connections, embracing innovative strategies, and balancing brand-building with performance marketing. As 2025 approaches, it’s an ideal time for brands to reflect on their current strategies and consider new ways to connect with customers both online and offline.

Reflective Questions for DTC Brands:

• What offline events or community-building initiatives could your brand introduce to foster deeper connections with customers?
• How can you incorporate gamification, ASMR, or other innovative content forms into your marketing mix?
• Are you balancing brand-building investments with performance marketing in a way that supports both immediate sales and long-term loyalty?

By taking a holistic, customer-centric approach, brands can create lasting impact and cultivate loyalty in an ever-evolving market.

Check out the full podcast episode here.