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Ep 572: The $200 AOV DTC Brand Built on Pockets, Partnerships, and Purpose
14 ideas de marketing sacadas de «Ep 572: The $200 AOV DTC Brand Built on Pockets, Partnerships, and Purpose», de DTC Podcast. Sobre todo de canales de…
- 14 ideas despiezadas
- Fuente DTC Podcast
- Dura 52 min
- Publicada en 2025
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En BFCM no reinventes el concepto: toma tu mejor creativa y solo actualiza el producto
Canales de adquisiciónLa tentación de crear conceptos nuevos para fechas pico inyecta riesgo nuevo en el algoritmo de Meta cuando menos puedes permitírtelo. La táctica es inversa: identificar la estructura (ritmo de edición, proporción de vídeo/foto, uso de texto) del anuncio que mejor ha funcionado en los últimos 6 meses y replicarla con el nuevo producto o la promoción. Esto evita que el algoritmo confunda al público con algo que no…
Friday is I looked back at previous years of Black Friday and I'm like, we're always actually taking risks in Black Friday. We're actually creating new concepts and things that have never been put in our account because we think that's actually going to be the thing that gets attention in this time because it's so hard to get the eyeballs, right? It's so hard to get to the customer and get to the customer before someone else does from their wallet because we don't have endless money just sitting in our wallet to go and spend everywhere, right? And so, it's a game to that. And I was like, why…
Escúchalo en el minuto 33:26
90% de la inversión en creatividad probada; 10% en concepto nuevo siempre
Canales de adquisiciónPara evitar que el algoritmo se fatigue sin perder capacidad de aprendizaje, la inversión de creativa debe separarse: 90% en formatos ya comprobados, reenvasados con producto nuevo o promoción, y 10% en un concepto completamente nuevo que se testa con el paraguas de los 90% probados.
what's beautiful. And then what I do is I'm like, okay, I know 90% of what we're doing is more proven 10% now. I'm going to test in one new concept that I haven't ever done before and I'm going to do it around the time when I know I have this bucket to preserve my sales um of things that are very very proven. So it's a constant game, but it's also a constant game of not overthinking it to be totally honest. Like you just it it's like take it back to the basics, you know what I mean? Rather than being like what's the new thing and what's the trend and like it doesn't need to be that.
Escúchalo en el minuto 36:19
CPMs sin subir y CTR subió 60% en BFCM aplicando formato ganador
Canales de adquisiciónEn el BFCM posterior, Wild Fang tomó los anuncios que mejor habían funcionado en los 6 meses previos —misma estructura, mismo ritmo de edición— y les puso 'Black Friday'. No crearon conceptos nuevos. El CPM no subió (inusual en BFCM) y el CTR creció 60%. El coste por clic cayó 45%.
what works. We went into Black Friday and said we're just going to look at the last six months of what has been winning in the algorithm and winning in meta. And we're just going to do that like literally either take that ad and just put Black Friday on it or be like I'm going to take the essence of what this is. I'm going to understand the architecture. So how is how is the edit edited, right? Like is it really really fast? Is it really fast and then slow? Is it a lot of really great product shots? Is it integrating video and stills together? We've actually had a lot of success with that…
Escúchalo en el minuto 34:19
AOV se duplicó al verticalizar: de $85-90 a cerca de $200
Oferta y precioWild Fang pasó de vender productos de terceros con ticket medio de $85-90 a fabricar su propia oferta vertical, con precios más altos y márgenes superiores. La conversión de catálogo amplio a producto propio propio es lo que mueve el AOV arriba de forma sostenida.
from an average order value of 90 bucks, 85, 90 bucks before we went vertical. Our AOV now is close to $200. So, we upped the caliber of products that we were selling. Like we had such a wide range before which is why the AOV was lower. We had candles and pens to a coverall that's still what did it say 178 bucks right and we would sell a lot
Escúchalo en el minuto 22:24
Los collabs de marca deben tener sentido cultural mutuo, no solo alcance
Canales de adquisiciónLa clave de una colaboración que genere negocio —no solo atención— es que ambos marcas compartan un territorio cultural creíble. Wild Fang × Debbie Harry funciona porque la identidad punk/fashion de Debbie se alinea con la rebelsa de Wild Fang. Wild Fang × Taco Bell funciona por la tradición de ambas marcas de subvertir expectativas. Cuando la combinación 'no tiene sentido', la comunidad lo percibe y el CAC no baja.
they kind of inject their brand into the consumer's life, which is super cool. And they do regular drops. So they do regular exclusive drops and they always sell out super fast, like super super quick, like 60-second sellouts kind of thing, right? They wanted to do um we knew some people over there, so there was already that connection, right? So we knew some people there. Um but they thing. Like what? But also like I kind of like it and that kind of makes sense. Like that's what we're that's like what we love to your point about it's the balance, right? You can't do all of those and people…
Escúchalo en el minuto 47:55
Estructura deals de colaboración con mínimo garantizado y royalty
Oferta y precioLos deals de co-branding sólido —como Wild Fang × Debbie Harry— combinan licencia de NIL (derechos de imagen) con obligaciones de actividad por ambas partes: la celebridad hace PR, publica en sus canales y permite whitelist, y la marca se compromete con un mínimo garantizado de皇室 aunque no se alcance el volumen de ventas. Así ambas partes están igualmente incentivadas a que funcione.
>> Yeah, for sure. It's a royalty deal structured in the way that we have deliverables, she has deliverables, right? And we value those deliverables. And you know, I I'm a data nerd, so I've turned it into a little bit of a science, right? But it, you know, it's based on who they are, their channels, how they're going to show up for us, what are they going to do, what are we going to do, right? How are we committing to utilizing their NIL and and promoting this product as well. Um, you know, comes with minimum guarantees, right? Here's how much we will make sure we would deliver to you. And…
Escúchalo en el minuto 44:38
Colab con Debbie Harry: CAC bajó 50% y LTV aumentó 25%
Canales de adquisiciónLa primera colección Wild Fang × Debbie Harry se vendió en 8 semanas (preveían 6 meses), apareció en portada de la sección de moda del New York Times y redujo el coste de adquisición a la mitad mientras el valor de vida del cliente subía un cuarto respecto a clientes traídos por otros canales.
>> Um, so funny story actually. Debbie Harry has been a customer of ours for like 11 years and um she wears our suiting all the time. Um, and kind of a dream come true for all of us. And for those listening that don't know Debbie Harry, um, you might know the band Blondie, and she is the lead singer of Blondie. Um, and just an icon, um, an icon in both the music industry, but also the fashion industry. She was a very revolutionary woman and how she showed up um, from an from a fashion perspective. And we've come to learn um over the years of getting to know her um you know she's an incredible…
Escúchalo en el minuto 40:31
Oferta y precioHacer rebajas genéricas erosiona la percepción de precio. Wild Fang hizo su promoción de Pride —30% en producto negro y blanco— representando a su comunidad LGBTQ. En lugar de transaccional, se vivió como un momento de identidad compartida. El resultado: convirtió mejor que precio lleno pero además reforzó el vínculo con la comunidad.
>> We strategically chose in our shift in pro to like focus on profitability and efficiency. Um we chose to be more full price focused as a business. That's an initiative for us. um which is hard in this climate where everybody's on sale and again talk about unintended consequences of that. does mean unintent that means you're likely going to do a little bit less in sales like but okay but they're better sales right and they're better customers um long term but of course we're still going to run promotions we just got off Black Friday where it's our biggest promotion of the year um and for us…
Escúchalo en el minuto 38:07
Delegar paid media a agencia especializada cambia la perspectiva de interno a optimizador
Canales de adquisiciónTras años de llevar Meta Ads internamente en modo 'de todo funciona', Wild Fang contrató a Pilot House y cambió radicalmente: menos volumen de creatividades, más eficiencia, 90/10 en creativa probada vs. nueva. El cambio clave fue pasar de 'gastar para crecer' a 'optimizar cada dólar con escrutinio de resultados'.
>> Uh yeah, it's been so interesting. So we um we joined Pilot House a little over a year and a half ago um or about a year and a half ago. um after uh basically for the entirety of our brand life cycle um have had it in house which was a really big leap for us. We were like this is so different and we also like control of how our brand shows up but like we're also we want more expertise here than what we had been having before. We were doing a lot of testing. digital performance marketing has evolved so much. So much and how you run it today is so different than how you were running it four…
Escúchalo en el minuto 29:06
Si la industria no sirve a un segmento, ese vacío es una oportunidad azul
Investigación de mercado y clienteLa decisión de Wild Fang de ofrecer tallaje 3X-4X fue criticada por todos los analistas como 'nicho pequeño'. El resultado demostró lo contrario: es nicho pequeño porque nadie lo sirve. Quien lo sirve primero y bien, no solo captura esa clienta sino que crea una relación de por vida con alguien que no tenía dónde comprar.
that. Um, and our extended sizing drives 25% of our business. Everyone told us it wouldn't drive more than five. And everyone told us not to do it because they were like, "It's such a small market." Yeah, it's a small market when nobody services an extended size consumer. And when you do service them, you're like, "Well, here's a sweatuit." You're like, "Excuse me? What how exclusionary can you be in the fact that everybody wants to like feel good, look good in what they're doing? Everybody has to wear something." You know what I mean? Like, so of course we got told it's going to be a small…
Escúchalo en el minuto 27:32
El tallaje extendido genera 25% de la facturación de Wild Fang
Oferta y precioA pesar de que todos los asesores les dijeron que el tallaje 3X-4X no superaría el 5% de ventas, Wild Fang dedicó 18 meses de desarrollo a perfeccionar la patronaje para cuerpos diversos. Hoy representa una cuarta parte de su negocio y fueron criticados por 'excluir' a esas clientas al no ofrecerlo.
launched into extended sizing. So basically up until I think 2022 we had brought up to an XL. Um and again rightfully so I understand why customers were like you're not servicing me. We weren't servicing the customer. And so we u made it a point in that time we were like let's go to a 3X. We did the work. We did we brought in tons of experts from an apparel perspective, pattern making, design. Um because you can't just make you can't just like take a thing and then just make it bigger. You actually have to reconstruct an item because of how people hold weight. Like it's a real thing. And it's…
Escúchalo en el minuto 25:41
El verticalizar cambió todo: marketing, canales, flujo de producto y tesorería
Medición y experimentosCuando Wild Fang pasó de vender productos de terceros a fabricar los suyos, esperabas cambiar supply chain y diseño. Lo que no anticiparon fue cómo cambiaría absolutamente todo lo demás: los canales donde hablaba a sus clientas, el copy que necesitaba (ya no podían 'ir a rastras' de la reputación de Ruka), la frecuencia de flujo de producto, los márgenes, la tesorería (fábricas piden pago anticipado vs. los terceros…
>> But you had launched e-commerce before you la you fully went vertical. But talk to me about the impact that building your own products made on your e-commerce business. It was so dramatic. Um, to anyone that is thinking about starting or shifting your business to a a vertical brand, really immerse yourself in what that means. We didn't and actually we learned a lot like and there were things we were unprepared for. So, you know, there's the obvious of like, oh, I'm changing my supply chain and I might need different like resources, right? I talked about we had to hire a designer and a…
Escúchalo en el minuto 21:32
En el retail físico, el entorno y la experiencia valen más que elproducto
Canales de adquisiciónWild Fang creó una tienda con columpios, paredes para grabar nombres y cerveza gratuita. Las clientas iban aunque no compraran nada. Esa experiencia de marca generó relaciones que duraron años y se convirtió en el pivote que convenció a la fundadora de que el mundo necesitaba Wild Fang. En retail físico, ser espacio de comunidad es la primera función del local.
back in the early days, we had swings in our store. Like, I'm like swings that you sit on and you swing. And we became, it was so interesting. We became the store with the swings like, and hey, I'll take it all day long. But it became a thing that wasn't just about coming into an environment and being sold to. That is the opposite of how I approach sales. Um, I'm in the building I'm in the business of building relationships, not about building transactions. And guess what? Building relationships actually does build transactions for a bit from a business perspective. When you come in to…
Escúchalo en el minuto 12:52
Taco Bell generó más tráfico en una hora que todo el Black Friday
Canales de adquisiciónEn una promoción cruzada, Taco Bell dirigió más tráfico al site de Wild Fang en 60 minutos que durante todo el periodo de Black Friday. La razón: uno de cada tres miembros del programa de recompensas de Taco Bell descubrió Wild Fang con ese collab.
last year we did a partnership with Taco Bell and it was crazy. It was amazing. I We had more traffic on our website in one hour than we did in all of Black Friday. So, it was amazing. I mean, one in three people are on the Taco Bell like rewards program. Like, it's wild. The reach is insane. And it was so fun. We made a coverall and all the pockets shapes were inspired by different menu items and it was so fun and it was so awesome and it's a way for us to do really cool things. Do also unexpected things. We love that unexpected mashup. Um, and it's in our name, wild and fang. It's a German…
Escúchalo en el minuto 46:28
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