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Loud Speaker / The Ecommerce Playbook Podcast / The Ecommerce Playbook | The Tecovas Ad That Broke DTC Twitter (And Why It Worked)

The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | The Tecovas Ad That Broke DTC Twitter (And Why It Worked)

February 27, 2025 The Ecommerce Playbook Podcast 00:25:47

DTC Twitter lost it over this Tecovas ad—but was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holiday’s tweet, why so many misunderstood the ad’s real impact, and what it reveals about the future of growth marketing.

Was this ad truly a “bad” direct response play, or was it actually a genius move that expanded Tecovas’ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.

Watch to learn:

  • Why Taylor Holiday’s Tecovas tweet stirred up DTC Twitter

  • The real definition of growth marketing (hint: it’s NOT just ads)

  • How Tecovas’ approach sold out a product despite the criticism

  • What ecommerce brands can learn from this controversy

Show Notes:

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