D2C Diaries A Proven Meta Blueprint for Reaching New Customers at Scale
Sep 11, 2025
Discover how to break through the limits of Meta advertising with insights on incremental reach, a key performance metric. Learn innovative strategies for measuring and improving reach, while exploring fresh customer personas and creative tactics. Dive into the importance of deep customer research and seasonal insights to tailor marketing efforts. Uncover effective media buying strategies that drive growth and the benefits of collaboration between creative teams and growth managers for successful campaigns.
AI Snips
Chapters
Transcript
Episode notes
Incremental Reach Is A Leading KPI
- Incremental reach is the percent of monthly impressions that go to people who have never seen your brand before.
- Sustained growth needs ~10–20% incremental impressions; below 10% causes CAC deterioration.
Shift Creative Up The Funnel
- Rebalance creative across funnel positions: push at least ~50% into unaware/problem-aware creatives.
- Allocate roughly 20–25% to unaware and increase product/most-aware only around peak seasons.
Diversify Creative Formats And Vehicles
- Diversify creative types and vehicles: mix UGC, high-production, and statics and repurpose formats across vehicles.
- Reskin winning messages into different formats to reduce fatigue and unlock new audiences quickly.