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How DTC shower brands' influencer and marketing strategies are making a splash


This article discusses the rise of DTC (direct-to-consumer) shower brands such as Jolie and Outlines, and the influencer and marketing strategies employed by these brands that have contributed to their success. Strategies include seeding products to influencers and content creators, running paid social ads derived from user-generated content, and offering incentives to build an email list. These strategies have been particularly successful in helping these DTC brands to educate their target audiences about their products and drive FOMO.


What factors drove DTC shower brands' rise?
The pandemic and people's desire to improve their home environments were factors driving these brands.

What strategies do DTC shower brands use for influencer and marketing?
DTC shower brands often put paid spend behind educational content from influencers, as well as find crafty ways to grow email lists that inform their target audiences about these products.

What tactics did Outlines use to get 5,000 email subscribers?
Outlines got its start by selling only shower curtains and used a referral program with incentives to obtain email subscribers.

What incentives did Jolie use to generate an email list pre-launch?
Jolie offered people a “water report” in exchange for their email and zip code.

What percentage of Sproos' marketing budget is allocated to creators?
About 25% of Sproos’s marketing budget goes to creators.

AI Comments

👍 This article does an excellent job of highlighting the creative marketing strategies of DTC shower brands and how they have been able to successfully drive revenue.

👎 This article fails to mention potential drawbacks of these marketing strategies, such as their potential to exploit influencers and their ability to manipulate consumers.

AI Discussion

Me: Basically, it talks about how direct-to-consumer (DTC) brands focusing on bathroom products like shower heads and shower curtains have seen an increase in sales due to the pandemic. It looks at the marketing and influencer strategies that these brands are using to promote their products and get their target audience interested in them.

Friend: That's really interesting. It seems like these brands have really taken advantage of the pandemic to make a splash and increase their sales.

Me: Yeah, it's definitely an interesting strategy. It will be interesting to see if this trend continues after the pandemic is over. It might be a good idea for other DTC brands to start thinking about shifting their focus to products that people might be more interested in at home.

Action items

Technical terms

Direct-to-Consumer, a business model in which products are sold directly to consumers without the use of a middleman.
A person who has the power to influence potential buyers of a product or service by promoting or recommending the items on social media.
Fear of Missing Out, a feeling of anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media.
Minimum Viable Product
A product with just enough features to satisfy early customers and provide feedback for future product development.
Referral Program
A program in which customers are rewarded for referring new customers to a business.
Lead Generation
The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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