We launched and scaled The Genius Brand’s DTC channel through Meta and Google Ads, helping them move beyond Amazon and build a more controllable, high-LTV customer base.
The Genius Brand is a leading name in the health and wellness industry, known for their science-backed, natural supplements and smart nootropic formulations. With massive success on Amazon, the brand had built a powerful engine for product discovery and volume—but lacked ownership of the customer journey. That’s where Media Jet stepped in. Our goal: launch their direct-to-consumer presence, establish paid channels, and turn what was once an Amazon-only brand into a multi-channel business with long-term upside.
DTC is a different beast than Amazon — and we built a strategy that reflected that from day one.
We developed a performance structure for Meta that emphasized The Genius Brand’s product benefits while creating an educational funnel for first-time buyers.
Top-of-Funnel (TOF):
Focused on educating customers about the ingredients and science behind Genius supplements. Video content and statics highlighted product use cases (e.g., brain function, energy, recovery), while creative hooks targeted different audience personas — from fitness-minded professionals to high-performing entrepreneurs.
Mid/Bottom-Funnel (MOF/BOF):
Built to close sales and overcome objections, using retargeting sequences, testimonials, founder-led content, and product reviews. All traffic was directed to conversion-optimized landing pages with strong offers, subscription options, and clear value props.
Branded Search Campaigns:
We defended search terms against resellers and competitors bidding on Genius’ name. This helped reclaim traffic and steer customers to the DTC site instead of third-party retailers or unauthorized sellers.
Non-Branded Category Search:
We targeted searches like “best nootropic supplement,” “natural energy booster,” and “cognitive health vitamins.” These campaigns allowed us to acquire new-to-brand customers through high-intent channels.
Performance Max Campaigns:
Helped amplify visibility across Google Shopping, YouTube, and Display—especially during key promotional periods and new product launches.
Scaling DTC from an Amazon-native brand requires a fundamentally different approach:
On Amazon, customers are there to shop — the buying intent is already present. On DTC, you must build the intent.
On Amazon, the brand doesn’t own the customer — no data, no retargeting, no direct follow-up. DTC gives you first-party data, email ownership, and the ability to build long-term relationships.
Amazon is transactional. DTC is relational. We built a paid media strategy and landing experience that reflected this.
By focusing on education, community, and the “why” behind the product — not just the “what” — we were able to bridge the gap from Amazon sales velocity to sustainable DTC revenue.
In just a few months, The Genius Brand scaled their DTC channel — building a high-ROAS acquisition funnel and, more importantly, taking ownership of their customer base. With email and SMS now part of their ecosystem, the brand is well-positioned to drive repeat purchases, increase lifetime value, and reduce reliance on any single platform.
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