The D2C Reset: Creative Strategy, Incremental Reach, and What’s Working Now

The D2C landscape has been completely rewritten in the last six months.

Meta’s changing what it rewards. AI is reshaping how we research, test, and create. And the creative tactics that worked just half a year ago are already burning out.

In this episode of D2C Diaries, Olly and Loukas break down what’s actually driving performance right now and how smart brands are adapting to find incremental reach in a tougher, more competitive landscape.

They dig into what Meta is really rewarding in 2025, why format and hook now matter more than volume, and how to build creative that signals to the algorithm - not just the audience.

The conversation covers the building blocks of modern creative strategy, how they’re using Grok + Reddit for sharper audience research, and why founder ads, nostalgia, and demographic nuance are quietly outperforming trend chasing.

They also unpack a new GMV MAX tactic that’s driving £6–7K/day for clients and discuss how subtle shifts in creative structure are helping brands scale sustainably.

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0:00 — Intro
2:03 — Liquid Death controversy explained
7:44 — Creative similarity and incremental reach
14:42 — Using AI (Grok/X) for persona and audience research
17:57 — Google Trends & keyword analysis for insight
22:58 — Tailoring creative for personas and demographics
29:07 — Messaging depth, market sophistication, and emotion
35:06 — Creative formats, founder ads, and persona-driven hooks
42:25 — TikTok Shop, AI content, and evolving creative execution
49:46 — Static ads, nostalgic hooks, and final takeaways

From the team behind Soar With Us and Hambi Media: [www.soarwithus.co](http://www.soarwithus.co/)

Follow Olly on socials:
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Twitter: https://x.com/LoukasHambi

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