As social media ad costs continue to grow, companies are needing to press harder on other growth levers for their D2C marketing. If approached with a modern ethos, PR can be one of them.

But what does “modern PR” mean? To us, it’s not just pursuing media relations — or any tactic — blindly, but rather looking through the lens of where your audiences spend time and how you can be relevant in those spaces.

Not every campaign needs highly produced creative or to run across every single channel. But it does need to focus on extending across the right ones, with content that is useful and meaningful to its intended target. It also probably needs to marry earned, owned and shared media with paid campaign extensions.

Here, we reveal winning tactics behind three brands’ D2C marketing and PR campaigns that drove real performance as well as success factors for any consumer campaign today.

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