Guillaume Champeau

THG just did something most DTC brands only dream of in 2025: their strongest organic growth since 2021. And no, it wasn’t some wild new AI gimmick or a viral TikTok collab. It was… Advent calendars and protein powder. Here’s what actually happened: 💄 THG Beauty (think Lookfantastic) grew 4% and is already smashing early holiday sales with their beauty Advent calendars. 🥤 THG Nutrition (think Myprotein) jumped 10%, its best quarter in years. 📈 Overall group revenue: £405m, up 6.3%. That’s not explosive, but it’s meaningful because THG has been trying to climb out of a messy few years of overexpansion and complexity. So what does this mean for DTC and marketplace operators? 🔥 1. Old-school tactics still print money. Limited-edition drops and scarcity are timeless. THG just reminded everyone that “unboxing season” starts in October, not December. 💪 2. Subscription and bundling still win when priced right. Myprotein’s growth shows you can lift margins and volume if you build bundles people actually need, not just random SKU stacks. 🧠 3. Marketplace sellers should steal these playbooks fast. If you sell beauty, nutrition, or lifestyle goods, this is the time to treat your listings like mini DTC brands. Add countdowns. Build hype around shipping. Use your marketplace traffic as your content lab. The punchline? You don’t need to reinvent commerce. You just need to execute the boring stuff brilliantly. #ecommerce #DTC #marketplaces #retail #beauty

118

5 Kommentare

We increased KoRo's conversion rate by 10% in 6 months. The numbers:  → 10% session conversion rate increase  → 7% increase in total revenue → Just 6 months to get there Here's the thing, though: Not from spending more on ads.  Not from driving more traffic.  From fixing what they already had. What we did:  ✅ Found where people were dropping off in their funnel  ✅ Ran 40+ A/B tests to fix the problems  ✅ Used psychology to remove friction points  ✅ Focused on changes that would move the needle most Most brands don't get this:  You're probably leaving millions on the table right now. Everyone's obsessed with getting more visitors. But the real money is in converting the ones you already have. One simple checkout change added almost €1M for KoRo. The brands that scale fastest?  They don't just get traffic, they're ruthless about converting it. If you could boost your conversion rate by 10%, what would that do for your business?

55

14 Kommentare

Makes total sense, but we’ve been asked dozens of times why we don’t merge our content agencies (Notice Me(dia), ThriveLetter📮, Orca, Facto) into one single entity. In short: we never want to be the “1-size fits all” company. Each writer, account manager, is world-class at their designated task and craft. Our Account Managers serving a 128-person B2B SaaS company will never write for our solopreneur client. There is likely a difference in workflow, targets, overall vibe. Our goal is to hold a single entity, a mother company - with portfolio agencies serving B2B teams, with their individual needs, all served by our specialists. Instead of being known for the “do it all agency”, our goal is to be “the agency that does it all”.

68

12 Kommentare

There are 3 cadences that scale DTC businesses: → Daily = Pulse → Weekly = Pattern → Monthly = Performance Daily tells you what’s breaking now Weekly shows you what’s trending Monthly tells you where to reinvest or restructure The difference between a $1M brand and a $10M brand? The $10M brand isn’t smarter—they just never fly blind They check every signal, every layer, every timeframe If you’re not reviewing the machine consistently, You’re just hoping your brand grows

38

14 Kommentare

Everyone's selling a "how to build a business" newsletter. Here's why mine isn't one of them: What worked for Factor_ won't work for your DTC brand. What scaled Highkey won't scale your omnichannel brand. What's growing MALK won't grow your retail beverage brand. And anyone who tells you different is full of it. I spent 12+ years building brands. Know what I learned? The tactics don't transfer. The thinking does. Understanding why we chose fresh meals over frozen at Factor_ matters more than copying our playbook. Knowing how to spot when your ego is making decisions instead of data? That's universal. Learning when to be relentless vs when to be patient? That applies everywhere. My newsletter isn't about the what. It's about the how. To think. Because you can copy every successful company's tactics and still fail spectacularly. But learn how to think through problems like someone who's been in the trenches? That shit compounds. Every week I share observations and lessons from building early stage brands. Not blueprints. Not formulas. Not "10 steps to success." Just raw insights on how to think through the chaos of building something real. If you want tactics, there are 1,000 other newsletters for that. If you want to learn how to think? That's what I'm here for. Link in the comments (or in my profile) if you're into that kinda thing.

83

31 Kommentare

We started making podcast ads for DTC brands 6 months ago Now they are the top performers in our client’s ad accounts But we made some mistakes along the way that I wish I had known when I started Here are 6 production secrets that would've saved us thousands in testing: 1. The improv is where the gold lives Structure every script with 3 rounds: → Round 1: Actor 1 reading off Teleprompter → Round 2: Actor 2 reading off Teleprompter  → Round 3: Full improv By round 3, they know the structure of the script They understand the key points, so the improv sounds very natural Our best-ever ads came from the improv round 2. The non-speaker's reactions make the ad believable The person NOT talking needs to be actively reacting: → Nodding at key points → Genuine surprise and laughter → Raised eyebrows → "No way" expressions Push your editor to use these reaction cuts It 100% makes the ad more believable 3. Creators are the 80/20 This is probably the most important point out of the 6 Hire real actors, not UGC creators. I can’t stress this point enough 4. Eye placement is a dead giveaway Eyes looking down = instant "this is an ad" signal Teleprompter must be at eye level The person holding it should be same height as talent It’s a small but important detail 5. Don’t be afraid to direct the ad If a line sounds fake or off. Be upfront and tell the actor "Please emphasise this word a bit more" "Be more argumentative" "This sounds a bit fake. Use your own wording to sound more natural" Don’t be afraid to make changes. They are actors. They are used to it 6. Audio sync will make or break you We bite the bullet and pay the studio to handle it DIY audio sync = - Hours of editor time - Sync drift issues Just pay the extra $100 - $300. Consider it insurance Keep these small details in account on your next podcast ad shoot They add up and make a big difference

48

24 Kommentare

B2B is quietly stealing the B2C playbook and it’s working. Emotional storytelling. Personal brands. Creator partnerships. All the strategies that used to live in the world of DTC are now flooding your LinkedIn feed. In 2025, your boss might not just approve the influencer budget. They might be the influencer. Brand deals are no longer just for TikTok stars. They’re for operators, thought leaders, and the executives shaping your industry. The B2B marketing game has changed. And the faces of your brand are about to look a lot more human. *** 🔔 Follow me AJ Eckstein 🧩 for more content on entrepreneurship, LinkedIn Creator Marketing, and Brand strategies

77

19 Kommentare