Want to look inside the strategies of a successful DTC agency working in the beauty and lifestyle area? This week, host Will Francis⁠⁠⁠ chats with Nikki Lindgren, founder of digital agency Pennock, about where she's seeing the best ROI for DTC beauty and lifestyle brands. Nikki shares unexpected insights about advertising channels, the evolution of social commerce including TikTok Shop, and what's working in performance marketing today.

3 top tips from Nikki:

• Don't overlook Reddit - it's an efficient ad platform reaching audiences who aren't on traditional social media
• Focus on Marketing Efficiency Ratio (MER) instead of ROAS to better understand overall campaign performance
• Use programmatic native advertising to appear alongside relevant articles where your audience is already engaged.

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