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12 Days ‘Til New Years: 6 DTC Facebook Trailblazers

This year, we’re bringing in the end of the year with a series: 12 Days ‘til New Years. We’ll continue our tradition of highlighting the most notable brands and spending across ad tech platforms, consumer media, and B2B industries.

In today’s twist on the classic carol, the six geese a-laying are replaced with six direct-to-consumer Facebook trailblazers as we count down towards the end of 2020.

Stay tuned for Facebook-specific insight into spend, campaign duration, and type—coming to MediaRadar in March!

While we don’t have specific Facebook spend to release just yet, here are six DTC brands currently spending a portion of their digital campaign on Facebook.

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6 Direct-to-Consumer Brands Advertising on Facebook

Whether to break up the monotony of a day at home by sharing a meme or to stay in touch with loved ones from a distance, consumers used social media a lot in 2020. And where there are consumers, there are advertisers.

The following six brands were notable spenders on Facebook this year, as they leveraged the art of social commerce.


Chewy is a subscription box for pet supplies, carrying the subscription box trend in 2020 after they rose in popularity in 2019. With consumers stuck at home for so much of the year, it makes sense that the brand would want to maintain their visibility.

The company had an active Facebook campaign each month of 2020. Additionally, they invested $18.65 million in TV, $1.7 million in print, and $13.32 million in digital campaigns. 


curology cleanser ad orange background black cleanser bottle

Skin care company Curology offers custom skin creams targeting everything from zits to wrinkles. In a year where students and employees spent a lot of time staring at their own faces on Zoom calls, Curology was one of many DTC cosmetics brands to do well during the pandemic.

They ran an 11-month Facebook campaign from January to November, but mainly focused on another platform—the company spent 58% of their total ad spend with Snapchat. This likely speaks to the younger demographic that they’re trying to reach, since 75% of the US market aged 13 to 34 uses Snapchat.


shein wear your wonderful ad woman with brown dress

SHEIN, an apparel and accessories brand, invested exclusively in digital campaigns this year. They promise stylish clothing for low prices, which appealed to many facing uncertain financial situations. 

In addition to their year round campaigns on Facebook, SHEIN invested $8.26 million into direct and programmatic campaigns across other platforms. They also sponsored social media influencers on sites like YouTube to review their products.

Warby Parker

warby parker ad find your perfect pair of glasses, free home try on

Eyewear brand Warby Parker was uniquely suited to fill a need during the COVID-19 pandemic: consumers never have to come in contact with another person to buy glasses.

Warby Parker placed $12.88 million in television and $3.71 million into digital campaigns, in addition to launching an 11-month Facebook campaign this year. 


manscaped ad breakdown with chart

Men’s hygiene and grooming company Manscaped marks the second cosmetics company on our list, though with a markedly different target demographic than Curology.

Manscaped has been running a Facebook campaign since February, and has also invested $6.75 million in television, $1.9 million in podcasting, and $1.59 million in traditional digital campaigns (including native, programmatic, video, and more). 

As part of their Facebook campaign, they experimented with automatic ad placement and saw a 65% increase in impressions and a 3% increase in sales.


Mirror, the home fitness company that also appeared on our list of 12 New Advertisers in 2020, made a place for itself as an at-home fitness option that offered streamed fitness classes. 

The company had an active Facebook campaign for ten months out of the year, but also spent 96% of their total annual ad spend on television. In total, they invested $23.73 million across cable television channels.

Their aggressive advertising campaigns overlap with their acquisition by athleisure company Lululemon in their quest to become an athletic lifestyle brand.

That’s not all that happened this year. Our countdown ‘til New Years continues Wednesday with: 5 Virtual Events of 2020. 

For more updates like this, stay tuned. Subscribe to our blog for more updates on coronavirus and its mark on the economy.