Building a DTC launch system from the ground up
A founder led DTC wellness brand came to us with a physical product, a clear vision, and no real launch plan. We built the go to market plan, the audience segmentation, the offer, and the site, before a dollar went into ads.
Client
Founder led DTC wellness brand
Industry
DTC & EcommerceServices
Launch Strategy, Offer Design, Shopify, Meta Ads, B2B Portal
Engagement
Active build
Written by Melina, Co-Founder & Head of Media
Brand kept generic at the client's request. No public launch yet, no public results to share.
The Brand
The brand is founder led and built around a physical product designed to solve real mobility and recovery problems. The founder cares more about the product working than about hype. The marketing setup had to match that, real, not overpromised.
The Challenge
Most DTC brands launch by turning on Meta ads and hoping a creative wins. This brand needed more than that. The product had clear use cases across very different audiences, rehab and physical therapy, older adults, desk workers, and athletes. Each one needed its own angle. Wholesale was also a real channel, clinics and retailers, that couldn't be ignored.
What we inherited was a site with strong product story but no real conversion setup, one message for everyone, and no wholesale path.
Our Approach
Instead of running ads right away, we built the launch plan first. Segmentation, offer, and site, then creative on top.
Audience tier A, rehab and PT
The primary high converting audience with the highest proof value. Clinical use cases and outcome led creative.
Audience tier A, older adults
Mobility, recovery, and an accessible price point. Trust building copy and longer form video.
Audience tier B, desk workers
Pain point driven creative built around posture, lower back, and hip mobility. Easy to scale.
Audience tier B, athletes
Aspirational, UGC heavy creative built around recovery between training blocks.
Offer design
Product plus a guided routine library and outcome based coaching support. Bonuses stacked per audience so each one sees a clear reason to buy.
Master launch plan
Full sequence across creative, site, B2B, and paid media so nothing launches before the piece in front of it is ready.
New site build
Conversion first rebuild on top of the existing story. Built to handle both DTC and wholesale visitors.
B2B wholesale portal
Scoped inside the site and built before any outbound. Wholesale outreach handled at the founder level.
The Results
This is an active build. We don't post results we haven't earned yet. Here's what's built so far:
Why It Worked
Most agencies would have taken the budget and started running ads the next day. The numbers would have looked okay for a month, then broken.
We spent the first stretch building the things that make ads work. The offer. The segmentation. The wholesale path. The site. That's the unglamorous setup work no one writes case studies about.
It's also the reason the brand has a real shot at scaling past where most DTC brands stall.
Want results like these?
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