Jul 25, 2019
By Nicole Bitette
“The more human stories we see revolving around DTC companies, the more we start to see them as a new generation of trusted, mass-market brands.”
The latest tactic embraced by direct-to-consumer (DTC) brands that want to add to their advertising arsenal is rather old school: television.
A recent VAB report indicates they invested nearly $4 billion in TV ads last year, a 60% increase year-over-year. For many, its a first foray into the market, as they relied on digital and social media advertising to target younger and digitally native consumers.
To spotlight the trend and illustrate the efficacy of TV advertising, VAB teamed up with Viacom’s in-house agency, Velocity, to produce a series of ad spots featuring Touch Of Modern's CEO Jerry Hum and Peloton’s CEO John Foley. The ads are running across OTT, VOD, online video platforms, as well as more than 60 national and local TV networks.
Chris Carlson, SVP creative director of Velocity, said they chose a human-centered approach for the ads because digital-first brands often feel lifeless. “We felt that seeing and hearing from the leaders of the companies helped humanize their companies and made them feel more relatable,” he explains. “VAB had already done the hard work in researching which companies had great stories to tell and people in charge, so it made it easy for us to work alongside the brands.”
“Our partners at Velocity did a great job of understanding the underlying strategy and were inspired by the stats that we were able to share about how enormous this surge of ad spend was from these DTC brands,” says VAB president and CEO Sean Cunningham. “Being able to elicit genuine, really just truthful human responses from founders is one of [Velocity's] great talents.”