Daniel ⛰️
@thedanielokon
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Co-Founder of ACTIV - an ad performance agency for health & wellness brands + building our own brands like | learn more:
Joined July 2011
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If I were struggling to scale my health & wellness brand, here’s the four things I would focus on first to change the trajectory of my business.
If you have a H&W brand, bookmark this!
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Brand red flag: We've worked with 4 agencies and they just haven't seemed to get it right. 🚩🚩🚩🚩🚩🚩
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In what world does an ecom brand make 32 million and 19 million profit?
🧢
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Just got off a call with a founder of a 30M brand that launched 3 years ago.
One of the big growth levers? Affiliate.
14M of rev from last year.
What??
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Here it is, it's been a whole year of DTC Twitter.
And boooooy it's been spiiiiiicy 🥵🌶️
Here's your 2022 DTC Year Unwrapped 👇
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@imkaiarhodes
IN no world am I selling an ecom course if I'm doing 19M in profit per year for my brand 😅
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Planning for BFCM is HARD.
My team pulled the ad creative, landing pages, and home pages from 120+ DTC brands that CRUSHED it last 2021 BFCM.
All you need to do is comment 'BFCM' and I'll send you over the swipe file to use for inspo.
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If your brand makes 2M, don’t act like it’s worth 100M
“This is against our brand guidelines”
You barely have a company, let alone a brand.
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Arrogant DTC founders are the worst.
You make 200k+ a month with your brand? Congrats :)
Doesn't mean you can be arrogant, rude, or anything else.
As your brand grows, you can continue to be kind. Don't be a jerk :)
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All signs point to a major recession.
Equities are down.
Inflation is up.
Stocks are down.
So what does this mean in the DTC world? I've been thinking a lot about this, and it comes down to a strategy used called PLAYING TALL 🧵
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Business is hard.
One day, you feel on top of the world.
The next day, you wonder if you're going to survive any of this.
Mental health is such an important factor in all this.
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Facebook is far from dead. The majority of our sales verifiably come from Facebook for most of our brands.
TikTok is still growing and a channel we are focusing heavily on but FB isn’t going anywhere.
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I asked DTC Twitter this question:
In one sentence, what's your
#1
advice for new DTC brands?
And you all delivered!! One Hundred and Fourteen Comments with so many suggestions.
I've boiled down the most important pieces of advice below 👇🏽
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Pretty wild to be speaking at the Whalies this year.
I have been an advocate for black voices in the DTC space for a long time, and grateful to be sharing insights to an awesome audience of marketers and brand owners.
The wild thing is, I couldn’t have imagined to be in this
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Lack of diversity in events will be something I continue to talk about until I see a change.
Absolutely unacceptable how little diversity there can be in many DTC events.
It’s systemic, and glaring.
I will continue to shout this on the rooftops until it changes.
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HiSmile is running over 2k ads in their ad account. 0 of them are static image ads 👀..
Lesson in there
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We just got an email invite to go on Shark Tank..
Any advice on the process is appreciated 🙏👀🦈
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Brand is spending 2.2M on ad spend per month.
How much creative does it take at that scale?
170 new creatives a week.
That's 680 new creatives a month. Creative is key for scale.
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Getting started as a brand is a lot different than growing past 100M
I am not an expert at growing past 100M
I am great at 0-1 growth (think 0-25M)
These are the stages I’d focus on for early-stage brands
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Patagonia: The original creators of UGC
Literally featured photos like this from real customers in their catalogues. Cool to see!
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Pro tip: Look at your Affinity Audiences from Google and plug them into your interests on Facebook and watch the magic happen.
I credit this find to
@cmikulin
. Brilliant find and has helped some our accounts scale pretty incredibly.
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Amazing strategy to increase AOV from Jones Road Beauty through their checkout.
Top offer is $65, and free shipping is $85..perfect difference for their best seller: The Mascara at $26
I bet this has a super high take rate.
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I'm building a brand we built from scratch and own from 0 to 7 figures this year.
If you want to follow along, I'll be sharing the ins and outs of what we're doing, what's working and what isn't in my newsletter. Going to rebrand it and call it "The Summit" 🏔
Now the mountain
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Ecom isn’t easy. It’s 24/7, and there isn’t really a lot of easy paths. But it’s extremely fun and rewarding.
Those who are just starting off:
-It will all work out. Give it time.
-Learn from others - this space is filled with good people.
-It’s a marathon, not a sprint.
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Nothing sweeter than that first random Shopify sale ever.
To the moon 🚀
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11 DTC predictions for the next 3 years that you NEED to pay attention to if you're a brand owner or marketer. 👇
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To those who unfollowed me for sharing my honest opinion on the lack of black people in many DTC events, good riddance.
How do I know this is an issue?
Tons of white men are saying it’s not a problem 😂
And then a few brave black voices are sharing their issue with it. 💅
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Can’t believe people pay hiring companies 3-4K/mo for $800/mo employees in the Philippines.
Highway robbery.
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Had my media buying team consolidate ad sets and saw 30%+ increases in ROAS. It helped that most moved out of the learning phase. Consolidate if you can!
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October: I suck a marketing and I should find a new profession
November & December: I AM THE BEST MARKETER ON THE PLANET
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It’s been a wild 12 months for me.
We’ve launched 2 new DTC brands 🔥
I moved to Toronto ✈️
Made some incredible friends ✌🏾
Here are the biggest lessons I’m taking with me to 2023.
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No brainer tech stack for health & wellness brands that will get you from 0 to 7 figures. This is what we are using for our H&W brands that we're scaling quickly.
@replohq
: Use to build high-performing landing pages + offers and quickly make changes.
@Intelligems
: Use to test
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We always underestimate what is possible in 5 years.
5 years ago: Struggling agency, stuck in a cold climate, unhappy and feeling trapped
Now: Partner in two fast growing brands doing 8 figures, my agency works with some of the fastest growing health and wellness brands in
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Have to say
@itsOddit
came in CLUTCH!
Our portfolio brand, Flewd has some big goals this year. And Oddit’s Quick Win 10 Pack has so much value.
Will be rolling out tests throughout Q1 to help us hit our 2023 goals.
Get your quick win here ->
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I feel like the pathway for many people in the dtc space is
Agency > Brand > SaaS
Lol
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Some of the best DTC operators on here have less than 200 followers.
They’re doing millions but don’t post bro screenshots..some wisdom in there.
🤷🏽♂️
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Sharing a thread soon on now we use
@triplewhale
to analyze performance across our brands.
Will discuss the different ways we use TW and why it’s important to have a tool like it to analyze the data.
If you can’t wait, use code ACTIV15 to grab 15% off.
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We just started using a cool tool called Amped and it’s pretty amazing.
Giving us some very valuable insights and our opt-in rate is stronger (yes, stronger) with the popup..
Really helpful for us as we’re thinking of what angles to test + subscription offers to push.
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Y’all I made it. Love is Blind here I come.
Lol JK I’m happily in an amazing relationship.
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How do you do creative testing?
Our method that has shown to turn great creatives into scaling machines includes this simple process:
Run your new creative in broad ad sets (single ad set + up to 4 ads)
Take the winner (or winners) and put them into cost caps or bid caps. 🚀
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It was about two years ago that I saw the speakers in different DTC events and felt like there was a lack of diversity..
I didn't see myself in any of the speakers. That being said, I found myself really enjoying some of the events I had a chance to go to.
At that time, I had
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If you’re a brand and you’re not doing organic Tik Tok you’re NGMI
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Building a business is so hard.
You literally feel on top of the world one day and then feel like you're a failure the next day.
It's thankless for the most part.
Even when you make more revenue, there's always another level of growth to achieve.
This is hard.
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Putting together my list of favorite DTC growth tools. What are your favorite ones? Mine include:
-
@triplewhale
-
@foreplayzach
(Foreplay)
-
@RebuyEngine
-
@retextion
-
@_socialsnowball
Any tools you love that I'm missing?
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If you’re targeting 50+ YO women for health & wellness, you may find some surprising things.
- The copy is much more important than the visual
- Longer copy (muuuuuuch longer copy) likely outperforms short copy
- Videos may do ok, but static probably can crush with the right
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I truly believe one of the reasons
@triplewhale
is winning is because of their app.
No solution provider has that and it’s an excellent addition.
Seeing the stats at a glance in my pocket is so nice.
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Starting my bday off with meditation.
Here’s to my 33rd year. 🙏🏾
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“All media buyers need to be creative strategists and there’s no way around it.”
-
@DenneyDara
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But BRAND: 2M a year DTC founder
SEND IT: Crocs, a multi-billion dollar brand
Lesson: DO WHAT WORKS
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If I were to use X to level up my DTC skills, here’s who I would focus on and study their content:
@andrewjfaris
: Understanding practical DTC growth and focusing on the fundamentals.
@HireFireTeam
: All things creative strategy
@DenneyDara
: Creative & paid strategy and growth
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I got to speak in front of a group of some of the very best marketers and brand owners today for a little bit.
Pretty wild and surreal as I hoped to do something like this someday and though it wasn’t a long presentation, it felt good to share value and insights.
I remember
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Can’t wait to sell my first company for 100M+
Bookmark this tweet. Will happen in time.
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We're spending 300k+ a month on our own brands right now. Here's what is working.
Video Heavy Creative: Most of our creative is video heavy. We're consistently testing static but finding that the right video can not only support a high level of ad spend, but also it can support
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So my head of ops said that our goal of scaling to 7 figures this year from 0 is not possible due to cash constraints (bootstrapped)
When metrics are looking great, but your biggest bottleneck is cash availability for new product, how do you overcome that?
All ideas welcome.
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I had the pleasure of connecting with
@seanecom
who is an absolute legend and has built a 100M+ brand in Ridge.
Maybe the most impactful meeting I’ve had in years.
Here’s what he shared 👇🏽
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Am I doing this right?
Bigger days than BFCM.
Margins are solid.
Fun times.
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Switching from YOTPO to Okendo saved a brand 6K in total and they’re getting all the same stuff.
Wild.
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Performance is great? We’re amazing at what we do
Performance is bad? It’s the economy and macro-environment
Am I doing this right?
😂
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@social_savannah
Ok, so
#1
, can’t have a calendly link for the owner (this is silly, small agencies likely have this setup and are boutique. Does not mean they’re not good or serious).
#2
has a sales team.
Who pre-qualifies the lead if there is no sales team and the owner doesn’t connect with
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February portfolio brand update.
132k revenue
What worked this month:
• Long form landing page test ($90.32 AOV) - (will add to thread)
• New creative iterations (will add in next post)
• Triple Whale audience testing on Meta 👀
What we’re testing next 👇🏽
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I absolutely love building brands. It is one of the most exciting things. Learning what angles work, how to get people to purchase.
It's an absolute pleasure every day to wake up to enjoy what I do.
What a gift.
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The DTC world is fairly small.
If you’re good, people know it.
If you’re not good, people know it (and talk about it).
Brand, agency, SaaS, etc.
Do good work, be a good person, and you’ll be fine.
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Just closed a dream client in the health & wellness space.
Looking to add more health & wellness brands as we focus on that niche.
Case studies incoming 🚀
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After reading the Outdoor Voices story, VC money looks very bad to me.
I don’t think I’d ever do something other than bootstrap.
Grow slow and profitably.
Totally fine with that.
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Saw an example of this ad. Sent to our team. Implemented. Scaling.
I love this app.
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Realistically to make a solid income a brand owner likely needs to be doing 250k a month with solid margins.
Maybe less, but that’s the baseline in my opinion.
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The best brands know what tools to use and how to use them.
One of our partner brands has grown 300% since January MoM and using the right tools is a big reason why.
Here is the list of these tools. 👇🏽
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Today I freaked out a bit due to a terrible day.
Then I went for a walk, sat next to a tree, and just took some deep breaths.
Sometimes, getting out in nature and letting your mind rest is the best solution to terrible days.
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Meta is broken right now.
I have a campaign labeled as "high-performing" with a $150 CPA and our target is $35.
Where is the reset button on Meta?
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@JonKrawczynski
up by 1 with Rudy off..and they put him back in the game and we go down by 8...brilliant coaching.
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Never forget how important creative diversity is.
For your ad account, you should try to be testing out a variety of different assets, especially as you scale.
Here are some of my favorite types of creative types to test (all created by my team)
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If I'm a brand doing less than 1M/year
There's NO WAY I'm paying an agency $$ for services.
I'm running a pretty profitable brand rn and we have no costs due to our team running the marketing and it's not very profitable yet, though the unit economics work GREAT.
PLEASE figure
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Just moved into our beautiful new home but my office needs some work.
Need best home office recommendations for high productivity and optimal work flow. Go!
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The higher your allowable CAC is, the more you can scale. Here are some ways to get your CAC to be in a higher allowable spot:
1. Get clear on your 90 day LTV and increase that as much as possible. This means you need to get customers to purchase through subscription or other
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If you want to experience how toxic the DTC space is, just read the comments here.
Disagree with a popular person? Uh oh. 🫣
Everyone can have an opinion but the type of responses in this thread are wild.
I really think Nik is a great human who gives a lot of great insights.
Want to know the affiliate strategy of indicted rapist and sex-trafficker Andrew Tate?
Well you're in luck because
@mrsharma
and
@workweekinc
have delivered it to my inbox.
Seriously, why are marketers so obsessed with this misogynist? It's gross.
Immediate unsub.
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Just closed a massive deal by showing the brand our shiny
@trytriplewhale
dashboard.
The value that they bring is unmatched.
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If you’re spending less than 10k a day in ad spend I think it is better to keep things simple in an ad account.
1 creative testing campaign - ABO
1 scaling ASC campaign
3X CPA in the testing campaign and move winners into the scaling campaign.
Rinse. Repeat. Scale.
The
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Super excited to be coming out to share our new brand RECOVERY LABS
Coming to a bath near you.
Made for athletes & fitness focused humans.
Took 5 years to build the formulation and we’re super excited about this launch.
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Being grateful does wonders for mental health.
Looked back at where I was at a year ago and was blown away by how far I’ve come and my business has come.
3 new portfolio brands
40% Agency growth
4K+ new Twitter friends
Dozens of IRL new DTC friends
Boy am I grateful 🙏🏾
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Building a friendship with
@andrewfoxwell
has been so wonderful!
A blast to spend my birthday with you my friend. Sweden is awesome.
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Data on this so far 👀
Attentive Form (Mobile)
10.4% Email
6.5% SMS
Attentive Form (Desktop)
8.1% Email
4.1% SMS
NEW
@amped_io
Form
26.9% Email
19.6% SMS
We just started using a cool tool called Amped and it’s pretty amazing.
Giving us some very valuable insights and our opt-in rate is stronger (yes, stronger) with the popup..
Really helpful for us as we’re thinking of what angles to test + subscription offers to push.
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@BleacherReport
@A_kamara6
Celebrate now cause next Sunday you’ll be heading back to New Orleans.
#Vikings
#RevengeTour
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What an incredible outpouring of support from my tweet about black voices in the DTC space. 😭
I got a lot of hate, too. But that's ok.
I wanted to ask for those who know of talented individuals, if you want to nominate someone you'd love to hear from, I created a form to do
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One thing I’ve learned at events is this.
I need to get away to recharge.
I’m an introvert. Any tools to help fellow introverts navigate events you have to talk to lots of people nonstop?
Can be a bit tiring — even if it’s really fun
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Had a blast with this crew.
New York trip starting off GREAT.
Thanks for the dinner
@andrewfoxwell
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Peeking under the hood of a 8 figure brand and 70% of the traffic is organic is quite eye opening.
It’s possible to make a LOT from organic traffic. Just need to commit to the marathon.
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Stoked to see some major upgrades in Flewd through a first ever photo shoot with humans!!
It's wild how much you can grow a brand without it, but I won't lie about how happy I am with the results of these shots.
More and more, I'm realizing how much brand matters.
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Not to be a screenshot bro but these numbers haven’t happened on this account since 2019.
One Tik Tok post that went viral and these are the results. Our Tik Tok ads are seeing insane results now because of it too.
Time to scale up right
@codyplof
😁
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There are a lot of insights for DTC brands growing from 1-n (2M+) but very few for brands growing from 0-1
Let's change that.
Here are my must follow tactics to grow from 0-1 as a DTC brand 👇
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