When Apple released the iOS 14.5 update that limited tracking visibility on its devices, direct-to-consumer brands had to pivot. John Sheldon, chief marketing officer of oral health brand SmileDirectClub, shifted his organization’s focus by embracing less granular metrics, such as engagement, and putting more budget into brand-building channels. 

Today, SmileDirectClub, which launched in 2014 as a DTC teeth alignment product, has expanded its product line and physical footprint, both at its own retail locations and in Walmart stores across the country. According to Sheldon, the moment to move from disruptor brand to challenger brand has arrived. 

In this episode, Sheldon also chats about how he operates his social media team like a newsroom and how SmileDirectClub lives up to its brand purpose.

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. 

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