PLAYBOY WALLY

Ecommerce and Wall Street
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[PLAYBOY WALLY @PlayboyWally]

@oliverwhudson 2026

[Olly Hudson @oliverwhudson]

Our 2026 playbook has been our most downloaded resource this year.

We've updated it with new chapters added - including a full breakdown of Meta's algorithm update published 31 March 2026, the rise of personas, partnership ads, AI UGC and how the next wave of ugc is developing.

The same frameworks behind £600M+ in revenue across the DTC brands we work with. Four pillars: Meta, TikTok, AI, and Creative.

Platform mechanics. Account structures. AI workflows. The creative formats actually driving incremental growth right now.

Retweet this post and comment "2026" and I'll send it over.

[Joe Marston | Ecom Growth @JoeJMarston]

We’ve broken down the funnel of one of the most fast growing brands in DTC right now, projected at $200–250M total revenue.

Glossier demonstrates what happens when a community-first beauty brand commits fully to persona-led creative and builds a paid media system that scales without ever feeling like it's selling.

Inside this breakdown, we unpack:

- How Glossier feeds Meta's Andromeda algorithm with high-density creative signals and why their UGC-heavy, multi-format approach is perfectly built for the way the platform now works
- Why scaling a brand built on identity and community requires a fundamentally different creative strategy to a traditional beauty brand
- How they maintain premium brand positioning and cultural cachet while producing the creative variation Andromeda demands across TOF, MOF, and BOF
- The role of UGC, high-production launch creative, sensory content, statics, and comment reply formats in a sustained performance ecosystem (and why each one serves a distinct psychological purpose)
- Why persona-led creative is the only sustainable way to grow a brand like Glossier without eroding the community trust that built it in the first place
- What this approach teaches us about scaling a lifestyle beauty brand in one of the most oversaturated consumer categories in the world

Want it?
Retweet this post
Comment “Glossier” and we’ll send it over

[PLAYBOY WALLY @PlayboyWally]

@georgesttock @ipb_media UGC

[PLAYBOY WALLY @PlayboyWally]

@BowTiedBull People are struggling to understand this because they think of this like a mortgage where there's interest and amort each month. This buy borrow die debt is a PIK only loan with bullet at maturity

[Olly Hudson @oliverwhudson]

Did you know the average landing page conversion rate is just 2.35%?

Top-performing pages hit 10%+, and that difference could be costing you thousands.

Here’s the math for DTC brands:
👉 Running £10K/month on ads with an AOV of £80:
At 2.35%: You’ll generate £18,800.
At 10%: You’re pulling in £80,000.

Same ad spend. 4x the revenue.

And if your AOV is strong, the stakes are even higher. For brands with £200+ AOV, improving conversions is the fastest way to boost profitability without touching your ad spend.

That’s why we’re offering CRO-optimised landing pages as part of our services across Soar With Us and Hambi Media. Landing pages that are fully aligned with your ad’s messaging, visuals, and angles, with each page optimised to convert the traffic it’s driving.

Howe we deliver:

1️⃣ Lower CPA = more bang for your buck.
2️⃣ Higher ROAS = better profit margins.
3️⃣ Effortless scaling = no wasted traffic.

If your landing page isn’t converting at 10% or more, I can help you fix that.

How? CRO.

We’ve created the ultimate guide to help you level up your landing pages:

✔️ 6-step landing page formula
✔️ 9-point optimisation checklist
✔️ Tools we use daily
✔️ 100+ real-life examples across industries like food, supplements, cosmetics, and more.

Want it?
Retweet this post
Reply "CRO" below and make sure you’re following and I’ll send it your way. Or reach out to see how we can build one for you!

[PLAYBOY WALLY @PlayboyWally]

@Cody_Wittick Invest in a good grinder. V60 and aeropress for filter

[PLAYBOY WALLY @PlayboyWally]

@BowTiedBull I know a few billionaires and they all do a few hours of work in some form or another. Sometimes they don't work for a few weeks and then jump in hot when things get exciting

Sometimes it's investing and overseeing sports teams, restaurants, advising on start ups, etc

[PLAYBOY WALLY @PlayboyWally]

@BowTiedBull Bankers will remember this is also the case for fundraising / M&A!

If one party thinks it's too low and the other party thinks it's too high....

[PLAYBOY WALLY @PlayboyWally]

@danavirsarria @TaylorHoliday (Revenue - churn + expansion) / prior period revenue

I've seen this metric for SaaS companies so I'd imagine the definition is the same here

[PLAYBOY WALLY @PlayboyWally]

@pmktg00 Say what you want about ex-front office finance ppl, but nobody is more responsive than them

[PLAYBOY WALLY @PlayboyWally]

@WiFiMoneyGuy Double icing on the cake

If refund - discount when "restocked"

If no refund - will double their order for free when "restocked"

[PLAYBOY WALLY @PlayboyWally]

@Saint_Dici Can confirm. I'm in private equity and it's called Key Man Risk. Only way around this is to lower the price or keep them employed at the company through a contract after its sold. Ruins the whole point of selling your company if you're gonna be in employee of the new company

[PLAYBOY WALLY @PlayboyWally]

@Principles00 Great Question: I wrote a sales page that's converting at 1%. I tweaked the location of the CTA, & split tested different images / copy. Do you have any other suggestions for things I could tweak to make it profitable?

Effort & smart questions

Asking good questions is a skill

[PLAYBOY WALLY @PlayboyWally]

@oliviercroguy @58f0CGEcZo https://t.co/r1k5Fl1vvw

They have a few companies all in the health space

[PLAYBOY WALLY @PlayboyWally]

@AdsAlchemist Bing is very similar in terms of mostly an older demo - I'd imagine bc that's the only demo that still uses Internet Explorer

Pretty easy to export Google search and import to Bing

Also these secondary traffic sources tend to have more lenient compliance

[PLAYBOY WALLY @PlayboyWally]

@Principles00 Seems like it's a psychological hedge as well

If Idea 1 fails, "Oh I still have Idea 2 and 3"

Viscious cycle bc it seems like you're happy you have the two other options, but in actuality Idea 1 could've succeeded if you went all in

Singular focus >>

[PLAYBOY WALLY @PlayboyWally]

@BowTiedBull Always shocked me when ppl feel bad for leaving the company

They literally dgaf about you

Leverage your job to build your escape

Most liberating thing in the world

Textbook Wspb path

[PLAYBOY WALLY @PlayboyWally]

@BowTiedBull Anyone who has done sellside M&A for a sponsor/vc backed company can confirm

Between the liquidation pref, pref dividends, and priority pref share status, a mid 9 fig purchase price could leave the remaining shareholders with almost nothing

Crazy structure to dick ppl over

[PLAYBOY WALLY @PlayboyWally]

@thframingeffect Another tool is a dedicated email flow for single purchase customers after their initial purchase date.

Ex:
someone buys a single protein powder with 30 servings

Email flow set for ~30 days when they're low from initial order to push subscription