📦 – Sex, Chocolate, and Rock ‘N’ Roll
May 21, 2023
Content Tag


Wednesday, July 13, 2022

A letter to sitting in traffic,

We don’t miss you. 🚗

If you’re new to DTC, welcome! You’re in good company with fellow newcomers from OUAI, Chewy, Blueshift Nutrition, Cometeer, and Toms.

In this newsletter, you’ll find: 👇

📦 Getting up to speed on Amazon’s Multi-Channel Fulfillment

📦 Combine micro-influencer amplification with UGC creation with minisocial

📦 Tabs sex chocolate — engineering virality from day one with Jake Lewin and Oliver Brocato

📦 Harnessing the power of first-party data to identify your highest-value prospects with Black Crow AI

📦 Is exclusivity the key to generating more email sign-ups?

Read till the end to access exclusive DTC swag. 😎

👉 If a pal forwarded this to you, subscribe , so you never miss out.


Amazon MCF and You

Let our nearest and dearest Amazon geniuses get you up to speed on all things Amazon. 🤝

Have you heard of the wonderful world of Amazon Multi-Channel Fulfillment (MCF)?

Amazon MCF is an Amazon program that lets you utilize Amazon to fulfill your eCommerce sales (Shopify, WooCommerce, BigCommerce, etc.). 👀

If you’re a DTC brand selling on Amazon or thinking about selling on Amazon and don’t have in-house fulfillment, this one’s for you!

Amazon MCF is a fantastic opportunity for your brand to centralize your inventory management and leverage the behemoth that is the Amazon Fulfillment Network.

Using MCF allows you to fulfill both DTC and AMZ orders from the same inventory. Okay, big deal, so what… right?

Centralizing your fulfillment makes it easier for your brand to:

  • Predicate sell through rates
  • Order future inventory
  • Keep products in stock

Here’s some things to keep in mind if you’re considering implementing MCF into your brand's strategy:

  1. Using Amazon MCF doesn’t come without risks. You’ll still need to be conscious of your Amazon inventory performance score, as your total inventory will now be taken into account.
  2. Jumping into the MCF program opens up the risk of being subjected to the dreaded Amazon Inventory Limits. If you’ve encountered these in the past few years, you know you want to keep clear.

That said, Amazon MCF if a great fit for brands looking to centralize their fulfillment, and is especially ideal for brands selling in Canada. Anyone who has sold in Canada knows shipping is a killer (they don’t call us the Great North for nothing).

Utilizing Amazon’s MCF opens up the opportunity for affordable shipping rates and quick delivery times – a buyer and seller's dream. 🙌

Hot tip: you don’t need to be already selling on Amazon to use MCF. However, we’re strong believers that if you’re not selling on Amazon, you’re leaving money on the table.


UGC that will boost your ROI

It's time to rethink your content strategy with UGC campaigns from minisocial.

They combine micro-influencer amplification with UGC creation from creators across 🇺🇸 🇨🇦 🇬🇧

What can UGC do for your brand?

👉 Boost ad performance

Increase ROI with stronger ad creative. Get a library of fully-licensed assets to support ad testing and iteration.

👉 Slash content creation costs

A minisocial campaign starts at just 1.7k (thanks to your DTC discount 😉) and produces over 25 unique, fully-licensed assets.

👉 Build your community

Spread the word organically. Leverage our creators’ engaged followings to find new customers and build a powerful audience of new, engaged super fans.

Your next winning UGC is waiting for you… learn more by scheduling a time to chat with their founder here.


🎧 On this episode of the DTC pod, things got 🍫 🍆🥵 with Jake Lewin and Oliver Brocato, creators of Tabs Chocolate .

Break. Bite. Bang. Tabs Chocolate is a sexually enhancing dark chocolate supplement designed for partners to enjoy together.

Formulated using four aphrodisiac ingredients, these chocolates are both flavorful and functional for all genders. 😏

In today’s pod, you’ll learn how creating a viral content strategy isn’t as far-fetched as it may seem and how what might seem like barriers to success for your brand could turn out to be what makes you stand out amongst the competition.

‍The Takeaways 👇

📈 Engineering virality

Nowadays, “going viral” on social media is something that most brands strive for—the piece de la resistance of DTC marketing, if you will.

For some, it’s a combination of randomness and luck. But for others, like Jake and Oliver, it’s a carefully-crafted strategy that involves becoming a cross-platform “content machine”.

“We had virtual assistants that would put out hundreds of posts every single day, kind of spamming these platforms, with the hopes that one or two would get picked up by the algorithm and go viral. Then we would analyze it and ask what kind of content is working and what isn’t working and then double down on what’s successful. By nature, we were able to rack up tens of millions of views.”

It’s just like the saying goes—don't look for the needle in the haystack. Just buy the haystack!

🍆👍 Destigmatizing an industry

Aside from being a startup DTC company in an extremely saturated market, there was an even larger hurdle ahead of them…reinventing the general stigma behind sexually enhancing products.

“If you look at traditional sexually enhancing products... their marketing and advertising… is like ‘It’s super discreet, your partner‘s not even going to know. You won’t have any shame or guilt.’ We came in and switched that whole entire idea on its head.”

Jake and Oliver decided to focus their marketing on the aspects of their product that differentiates them from the competition. Their product is for both partners.

Partners break the chocolate down the middle and take their half to enjoy together, which not only creates a visual metaphor that hooks customers, but also completely removes anything taboo about using sexually enhancing products.

👉 Listen to the full episode with Jake Lewin and Oliver Brocato here !


Finding More Customers With Your First-Party Data

At this point, iOS14 has been everyone's problem.

It made acquisition costs higher and Facebook data sketchier. 🙄

Cotopaxi, a DTC seller of backpacks, clothing & other gear, was looking for ways they could improve acquisition on Facebook and other channels after iOS14.5.

Cotopaxi turned to Black Crow AI's machine learning platform to harness their first-party data to create highly targeted marketing audiences and most likely buyers.

🧐 The results:

Cotapaxi's first tested these new audiences on Facebook and saw a 30% increase in ROAS & an 80% increase in total conversion value from their Facebook campaigns. Now, they're starting to use these audiences in multiple channels.

And they're not alone… Over 150 other DTC brands use Black Crow AI to utilize their first-party data to regain their audience-building powers, find more customers, and boost their marketing performance.

🧠 Learn more about how Cotopaxi is transforming their marketing with Black Crow AI.


Creating Shopper Exclusivity

Check out this neat tactic by DTC brand Fabletics . Here’s why we love it: 👇

  • It gives shoppers a glimpse but doesn’t give away the full picture.
  • Shoppers have to sign-up for the email list to see price, color options, and detailing.
  • It’s a fabulous way to grow your list and send campaigns to people you know are already interested in your product! If they’re scrolling on your website, hit them with a first time purchase or new sign-up exclusive discount code!

Do you offer shoppers any email-exclusive products or discounts? Reply to this email and let us know! 👀


🤝 WFH in PJs—Motion is Hiring! Work with exciting brands like Vuori, Keeps and Therabody. Join their high-growth team as they build a category-defining company in creative tech. *

🥵 Wanna know how top DTC brands are testing out new products and creating seasonal product bundles? Cross-Store Selling. Discover the new sales, marketing, and acquisition channel by installing Carro for free. *

❌ Elon Musk notifies Twitter he is terminating deal.

📦 Walmart, already marking down, won’t counter Amazon Prime Day.

🗺 New improved Google Ads location targeting options.



🍫 Tabs Sex Chocolate: Engineering Virality from Day One.

💸 Ridge Wallet CEO Sean Frank's Hot Takes After $100 Million+ In Sales.

☕️ Death Wish Coffee's Will Critcher Spills The Beans.

🕯 Making Memories of NYC into Candles (and Killing it on TikTok) with Erica Werber from Literie Candle.

🍪 AdRoll Bakes Up A Solution to the 3rd Party Cookie-pocalypse.

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight, Kate Gullett, and Jordan Gillis. Edited by Claire Beveridge and Eric Dyck.

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