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In this conversation, Susan D. from Firebrand Digital and I talk about how creative is everything in today’s fast-paced digital world. It’s not just about polished product shots; it’s about mixing it up—raw iPhone content, influencer partnerships, and lifestyle ads. The key is a balanced approach that speaks to different audiences at every stage of the funnel. With the right creative, you can engage, entertain, and convert.

Forget the fancy edits—raw, authentic content is what’s converting now. TikTok style content is leading the way, and it’s all about real customer testimonials. High-production ads and static creatives is not what’s driving results anymore. Time to lean into what actually works.

Some valuable feedback for Meta—exclusions in ASC would create a much better ad experience. Susan D. from Firebrand Digital shares her thoughts here. Catch the full episode of this Chew On This podcast on YouTube!

If you could spare 2 and a half seconds to vote for Obvi down below we would be super super grateful! Just comment done on this post when done!

Brands will obsess over audience targeting in ads but then blast the same email to everyone. Make it make sense. Thing is you probably have MORE data on existing customers than new ones. If you wouldn't send the same ad to different segments, why would you send them all the same email? Your retention strategy deserves the same segmentation effort as your acquisition strategy.

In the ever-changing world of digital marketing, 600+ product launches on Meta in 3 months is just the tip of the iceberg. Susan D. from Firebrand Digital shares how balancing budgets across multiple platforms, keeping up with constant updates, and evolving strategies makes the job tough but incredibly rewarding. The key? Always adapting and testing what’s next. Catch the full episode of this Chew On This podcast on YouTube!

TV doesn’t have to be intimidating or expensive. With Tatari, you can easily integrate TV into your media strategy without the heavy CPMs. If you’re focused on direct response, this could be your brand’s next big win. Don't miss out on an opportunity to scale smarter.

Scaling paid media today is a full-stack sport—but most brands are still stuck in single-player mode. The pressure is high, the playbook has changed, and the game keeps evolving. Scaling paid media now means mastering more than just ad budgets—creatives, landing pages, and offers all play a bigger role than ever. Post-iOS 14, brands that focus beyond the ad account are the ones winning. Susan D. from Firebrand Digital breaks down the new reality of media buying and what it takes to stay ahead.

When it comes to big buys, it's all about brand awareness. In this clip, Ariat International dives into how Tatari helps measure success with response rates, visitor traffic, and how it impacts the annual brand tracker. It's not just about the immediate spike – it's about long-term growth.

When TV ads meet digital marketing: Ariat International shares how their customers discover them through NFL commercials, then convert through Google search or in-store experiences. The modern customer journey isn't linear—it's an ecosystem. Catch the full episode of this Chewonthis DTC podcast on YouTube!

There’s a dark side to going viral that nobody talks about… When BRĒZ blew up on TikTok, customers rushed to Amazon... only to find a different product than what they saw in the viral content. That killed their star rating for a while. Every time you sell across multiple channels, your messaging has to be perfectly aligned. Catch the full episode of this Chew On This podcast on YouTube NOW!

Just had Nick Shackelford on our podcast and he dropped something wild: BRĒZ spent over $500K on AppLovin in February alone. Not for “testing”. It was their number 1 marketing channel. The Meta dependency trap is real. When one platform limits your options, you're basically forced to find alternatives (like Nick did). This hits home. At Obvi, we're constantly fighting to avoid being too dependent on a single platform. Diversification isn't a strategy anymore—it's what fast growing brands will have to do to survive.

Performance marketing and branding go hand in hand. DigiCom (Digital Commerce Corporation) brought some serious value in our latest podcast chat. If you’re looking to level up your strategy in today’s DTC world, this clip is a must-watch. It’s all about smart moves and staying ahead of the curve. Catch the full episode of this Chew On This podcast on YouTube!

It’s all about innovation in marketing. As Ariat International said, finding fresh ways to connect with untapped audiences can lead to huge spikes in brand awareness and improve overall performance. The right approach can make all the difference.

Meta’s been tough to start Q1. So tough that we tore down our growth marketing to the studs so we could re-build around what’s working now. In our upcoming newsletter, we break down: • The winning TikTok style content formula for Meta • The new product bundling approach you’ll need to survive • The audience separation tactic that helps target the right people We completely rebuilt our funnel from creative to landing pages and it's working. I wasn’t sure we’d be able to scale again this year, but thanks to these insights, we’re back on track. This post will be sent out tonight. Subscribe to see exactly how we're adapting to the new rules of Meta in 2025 →

Driving traffic is only half the battle—making sure that traffic actually converts is what really matters. DigiCom (Digital Commerce Corporation) put it best: CRO isn’t just about getting visitors; it’s about optimizing your entire website experience to turn them into customers. A full website audit and a seamless user journey are just as critical as bringing in the right audience.

🚨 Obvi’s influencer program didn’t just scale — it became a full-blown moat. Want to know how we did it? We built a system where 100+ brand ambassadors and 30+ long-term creator partners were posting about us daily. No upfront payments. No flaky one-offs. Just a steady stream of UGC that actually moved product. Most brands treat influencer marketing like a gamble: - Pay big up front - Hope for a decent post - Pray it drives traffic But we flipped the model. Instead of chasing creators, we built our own “influencer Illuminati” — a layered program that: - Starts with smart seeding (low risk, high signal) - Converts winners into performance-based ambassadors - Elevates the best into long-term, compounding partnerships It’s now one of our most consistent and cost-effective channels. I broke it all down in a recent presentation with Yash Chavan — full of tactics, templates, and lessons from the trenches. Want the deck? Drop "ILLUMINATI" in the comments, and I’ll send it your way. 👇🏽

Fun fact. We have been running tests against our control landing page once a month for the last 2 years and nothing has ever beat the control. We finally tested a proper advertorial and are finally seeing a 10% lift in conversion rate AND profit per session. May not sound like a massive lift but imagine how many tests we ran to even get here. Just goes to show finding killer partners who are great are their craft are so important to building. If anyone's looking for a solid contact for advertorials let me know or shoot me your email!