The Sale Happened on Amazon. The Decision Didn’t.
According to an IZEA study, 63% of weekly Amazon shoppers check social media before buying anything. If you're selling on Amazon, that's no small number. Think about how people actually shop: Someone scrolls past a product on Instagram, watches a quick demo, reads a few comments, and forgets about it. A few
Sometimes the Client Is Right
We're in the middle of a Walmart launch campaign for one of our clients. Like most campaigns, it started with a point of view. Our point of view was simple: Put the majority of the advertising budget into Meta. Because for a campaign like this, we genuinely believe it's the strongest platform. The scale is
Build for Your Top Fans
One of the simplest plays we believe in (and most brands ignore): build for your top fans. Not your entire audience. Not “going viral.” Just the 10–100 people who genuinely care. Here’s how we think about it: Find them Repeat customers Email openers People consistently engaging or commenting The ones excited when you drop anything
Ad Nerds: A Better Way to Measure Meta Ads for Retail
I’m going to nerd out for a second because this matters if you’re selling in retail and supporting it with paid social. When you’re running ads for direct conversions, it’s simple. You spend X, you make Y. ROAS tells the story. But retail doesn’t work like that. There’s no clean line from ad →
Big Brands vs. Small Brands
What We’ve Learned Working With Both We have the privilege of working with $30–40M CPG brands. We also work with earlier-stage brands doing a few million a year. And the intersection between the two is fascinating. Here’s what I’ve noticed: 1. Reporting Means Different Things at Different Stages Every brand wants reporting. Big brands. Small brands. Everyone
Brand Pairings: An Easy Way to Add Value at Expo West
Expo West is coming up fast, and everyone is chasing the same thing: more exposure, more attention, more reasons to stop at their booth. Here’s one of the most underrated ways brokers, distributors, and service partners can add real value right now. Facilitate brand partnerships. If you represent a cracker brand and a
Brand Collabs Don’t Need To Be Graza and Fishwife
Brand collaborations have been on my mind a lot lately. We’ve all seen the big ones. Graza x Fishwife is still a standout. Ultra-premium, cross-branded, and a heavy lift done right. More recently, Tru Fru x Tarte showed how food and beauty can collide with a limited-edition launch that felt natural,
A Quiet Social Investment That Compounds
Here’s the problem. Community management is one of the hardest parts of social media to tie to ROI. When content goes live, there are visible signals. Views, likes, comments, sometimes clicks, sometimes retail movement. Those numbers are easy to see and easy to report on. Community management is different. A lot of
Great Creative Doesn’t Replace Strategy → It Proves It
Everyone loves to talk strategy. Funnels, frameworks, buyer journeys, all good stuff. But here’s the truth: strategy is just a hypothesis until the creative hits the feed. Strategy sets the direction. Creative tests whether you’re actually on the right path. That’s why we look at organic social as the ultimate testing ground. You
The Multiplier Effect of Seasonal Products
Every November, when J.R. Watkins releases its Peppermint and White Pine foaming hand soaps, it’s not just a product drop. It’s a marketing moment. Limited-edition launches like these create exponential value across channels when handled strategically. Here’s why: 1. They activate built-in demand. Fans wait all year for these scents to come back, and