How established cookware brands expand their direct channel
Expanding direct to consumer sales for an established brand is challenging when your retail presence overshadows your online storefront and customers default to buying in stores. Driving this shift through enterprise ads is costly. You can build powerful direct demand by deploying your extensive video library across a managed content network.
in one network
from your videos
go live
Cookware brand, established: shifting from wholesale to DTC.
The retail shadow for established cookware brands
Your cookware line is stocked in major department stores and specialty kitchen shops worldwide. However, your direct to consumer channel remains a small fraction of total revenue. Shoppers who know your brand from retail buy from local stockists rather than your website, limiting your profit margins and customer data collection.
Why traditional enterprise digital marketing falls short
Enterprise brands often launch massive digital ad campaigns to drive traffic to their online stores. These campaigns are expensive and frequently fail to convince retail loyalists to switch their purchasing habits online. You need a native social strategy that builds a direct relationship with the consumer.
Growing direct revenue with a managed network
A managed content network is a set of many brand-owned Instagram pages, for example fifty pages like @cookware.daily or @pan.clips, that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend.
Information handover for direct channel expansion
Send your provider your professional commercial assets, user generated review clips, and direct to consumer exclusive product links. Outline your growth targets for online revenue. The provider establishes the large scale network to drive continuous organic traffic to your store.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on cookware |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for cookware counts.
Expand your established cookware brand's direct to consumer revenue by driving organic traffic through a managed network of brand pages.
Put your products on 50 pages.
Tell us what your cookware brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
Will boosting DTC hurt our relationships with retail partners?
When managed correctly, strong brand awareness drives overall consumer demand that increases velocity for both online and retail stockists.
Can we feature online-only cookware exclusives?
Yes. The network is an ideal place to promote special colors and bundles available exclusively through your direct online store.
How are platform risks managed at scale?
Running many accounts with automation is against Instagram's terms, some pages get banned, and TIDE replaces them smoothly to protect your traffic.