E008: Is Meta Still How to Launch a New Brand in 2026?

“We know how to run ads. This is a playbook.”

How should you market a new DTC brand in its first six weeks?

Matt Bertulli (Founder, Pela Case & Lomi), Cody Plofker (Advisor & fmr. CEO, Jones Road Beauty), and Curtis Christopherson (Chief Growth Officer, Ammortal) hold the Winks marketing plan up against the results since launch.

They built the brand for moms, yet men keep showing up to buy. Meta CPMs hit $800 until a free account fix and a smaller budget turned them around. Now creators and credible doctors have to bring CAC down to $100 before they scale.

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Chapters

00:00:00 Built for Moms & Kids

00:03:36 Dudes Kept Buying

00:07:02 Going All In on Meta

00:12:18 We Didn’t Spend $500K

00:16:43 No Doctor on Camera

00:22:36 Taming $800 CPMs

00:27:29 Which Angle Wins?

00:32:01 Less Budget, More Sales

00:38:19 The $100 CAC Target

00:41:47 Learning Faster at Zero

00:48:06 Retention Can Wait

00:49:42 If We Relaunched