DTC Podcast: Episode 2 - Mastering Omnichannel Success & more

 In today’s newsletter 

• Imagine this: 20 years in prison just for using a specific AI tools

• Hire overseas talent with U.S. caliber resumes

• Most brands dream of overnight success—but what happens when it actually hits?

• DTC Playbook: Lovevery’s Website 

• Increase your DTC margin 4-15% with coupon protection

• Latest News: How E.l.f. balances entertainment, purpose to tap into a TikTok trend & more…

  
  

Imagine this: 20 years in prison just for using a specific AI tools

Yep, that’s the reality Senator Josh Hawley wants to bring to life.

His proposed bill criminalizes the use of Chinese AI models (like DeepSeek), imposing penalties that sound more suited to a heist movie than the tech world. The bill also aims to sever ties between U.S. companies and Chinese AI firms.

But let’s take a step back—how would this even work? Are we going to police every AI tool used by developers, marketers, and creators? What happens to innovation in an era of global collaboration?

Here’s the kicker: AI has no borders, but legislation like this could put up walls that are hard to climb. Is this the future of tech? Or just a political chess move with us as the pawns?

Drop your thoughts—should governments control how we innovate, or is this taking things too far?

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Bon Bon Bon went from a small chocolate shop to pulling in $7K a day in online sales overnight. Most brands would scramble to keep up. They shut it down. On purpose. Why? Because real omnichannel success isn’t just about selling everywhere—it’s about making sure every channel works together. Instead of risking chaos, they stepped back, optimized their logistics, and built a system that could handle real scale. Now, they’re a multi-million dollar brand. How’d they pull it off? We break it all down in the full episode. Tap below to watch. 

Continuing our DTC Playbook series on Lovevery, we've previously delved into their tech stack, advertising strategies, and social media presence. Today, we turn our attention to Lovevery’s website—a critical component in their direct-to-consumer success.

Today's brand, Lovevery, follows the same winning playbook but with toys. Their website is a masterclass in visual storytelling for parents.

Instead of static product shots, Lovevery fills their site with authentic moments:

• A toddler's face lighting up while solving a wooden puzzle

• Siblings collaborating on a building challenge

• A baby discovering textures through sensory play

Like Graza showing olive oil in action rather than bottles on shelves, Lovevery shows real developmental moments rather than just displaying toys. They're not selling plastic and wood—they're selling those precious "aha!" moments when your child masters a new skill.

Key Takeaway: The best DTC websites don't just showcase products—they capture the transformation these products enable. Whether it's Graza turning everyday cooking into culinary magic or Lovevery turning playtime into development milestones, showing your product in action creates an emotional connection that static product photography never could.

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📰IN THE NEWS

👉How E.l.f. balances entertainment, purpose to tap into a TikTok trend

e.l.f. Cosmetics has partnered with Meghan Trainor for a campaign promoting its "Cloud Skin" products, leveraging TikTok trends and influencer marketing. The campaign taps into the viral "Cloud Skin" aesthetic—soft, diffused, and hydrated makeup—using Trainor’s influence and TikTok-native content to drive engagement.

👉Amazon reportedly gears up to release next-gen Alexa

Amazon is set to launch a generative AI-powered Alexa upgrade, making it more conversational and autonomous. The update may roll out to a limited audience first and could include a subscription fee.

👉OpenAI to Air Its First Super Bowl Ad

OpenAI, the company behind ChatGPT, is set to air its first television commercial during the upcoming Super Bowl, marking its initial foray into large-scale advertising. This move comes as the AI industry becomes increasingly competitive, with companies like Google and Microsoft also investing heavily in marketing their AI capabilities.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.