PYRA had brand recognition but zero customer data when Sam Moore took it back. Every email, every sale from three years of Culture Kings had gone to their platform not his. Here's how he rebuilt from nothing. Playbook #625 at addtocart.com.au 🎙️
#ecommerce #onlineretail #marketingstrategy #marketing #pricing #materials #trywithmirra #customised #shipping #scale #ecommercemarketing #growthstrategy #e-learning #strategy #ecommerceaustralia #production #market #fashion #retail #fashionretail #trybeforeyoubuy #fashionecommerce #onlineretail #onlineshopping

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For most of my career in e-commerce, the performance marketing conversation was about audiences. Which targeting, which lookalikes, which exclusions. The media buying was the strategy and the creative was just the fuel you fed it.

That made sense in 2017. It doesn't hold up now. Meta, Google and TikTok have all moved the same way: the audience targeting levers that used to separate good media buyers from average ones have been absorbed into the platform. The machine finds the right person. What you actually control is what you put in front of them when it does.

Which means creative has moved from execution to strategy. The brands pulling ahead aren't trying to make better ads. They're building content production systems. The question isn't whether an ad is good. It's whether the pipeline has enough creative in it to keep finding what works.
In this Playbook, we break down why creative now does the targeting that media buyers used to own, how to treat your content engine as a system and find the blocker that's choking your output, and why volume only works if new creative gets a genuine test. Featuring lessons from Justin Babet at Chief Nutrition, Simon Beard at Culture Kings, Alice Williams at Ovira, Mike Halligan at Scratch, and Paula Mitchell at Freedom.
Brands and tools mentioned: Chief Nutrition, Culture Kings, Ovira, Scratch, Freedom, Meta, Google, TikTok, Klaviyo
This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/
Connect with us on LinkedIn:
👤 Justin Babet → https://au.linkedin.com/in/justinbabet
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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Your product probably isn't as unique as you think. Jess Hatzis on why that's fine, and what to do about it. Episode #628 at addtocart.com.au 🎙️
#ecommerce #onlineretail #marketingstrategy #marketing #pricing #materials #trywithmirra #customised #shipping #scale #ecommercemarketing #growthstrategy #e-learning #strategy #ecommerceaustralia #production #market #fashion #retail #fashionretail #trybeforeyoubuy #fashionecommerce #onlineretail #onlineshopping

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Matt Byrne isn't against loss leaders. He's against founders who don't know if their loss leader is actually a strategy or just hope. Visit Playbook #627 at addtocart.com.au 🎙️

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