DTC Creative Strategy for Brands at $10M–$100M Revenue

The Michael biopic campaign wasn't built for new fans.

Most brands could learn something from that 👇

Think about what the Michael campaign actually ran:
3D billboards, flash mobs, branded popcorn hats, and Starbucks cups.

None of it was designed to introduce Michael Jackson to anyone.

It was built for people who already had a relationship with him.

That's a completely different creative premise.

Most DTC brands default to conversion-first creative:

✅ Prove the product.
✅ Target the buyer.
✅ Win the click.

It works, but it has a ceiling.
And most brands hit it well before they realize what's causing it.

The ceiling 👇
You're still talking to customers who've been with you for 2 years like strangers.

I see brands at $30M to $100M+ doing the same thing.

The creative team is optimizing for new customer conversion.
The performance team is scaling whatever won last week.

And nobody is asking the more important question:
What would we make if we assumed our best customers already love us?

That question changes the brief entirely.

Conversion creative closes a transaction.
Fan creative, like the Michael biopic campaign, builds a relationship.

The best brands build both.
Most only build one.

Which type of creative is your team spending more time on right now?

♻️ Repost if this is worth sharing with your team.
And follow me, Jacob Rokeach, for more on growth strategy and creative systems.