Our theoryEvery like means something

Every like is a signal.

People don’t buy in one go. They move through stages, and social shows you exactly where each person is. Our job is to read the signal and move them to the next stage, on every channel, from one B.R.A.I.N.™

Mary-Anne’s thinkingStraight from the control room
Organic social14 October 2026

Ecommerce is sleeping on comment-to-DM

Every like and comment is buyer intent. Send them something useful, and swap it for their email.

Joined-up story13 October 2026

Your website should be an extension of your marketing

Check every month that your homepage tells the same story as your ads, posts and emails.

Creative12 October 2026

Organic social is the engine room for your ads

Post it organic first. When something flies, send it across every paid channel.

The buying journey

Six stages. One move at a time.

Every piece of content has a job: move someone one stage closer. Here’s how each stage shows up on social, and the signal that tells us someone’s ready for the next.

01
UnawareThey don’t know they have the problem yet.
On socialScroll-stopping moments from their real life. Entertain first.
The signalWatch time, shares
02
Problem awareThey feel the problem. They don’t know the fix.
On socialName the problem in their words. Show you get it.
The signalSaves, comments
03
Solution awareThey know a fix exists. They’re comparing.
On socialShow how it works, why yours is different, real proof.
The signalLikes on product posts, link clicks
04
Product awareThey know you. They’re not sure yet.
On socialComment-to-DM guides, reviews, demos, objections answered.
The signalComments, DMs, emails captured
05
Most awareReady to buy. Need a nudge.
On socialOffers, bundles, urgency, retargeting with the hero product.
The signalAdd to basket, checkout
06
AdvocacyThey’ve bought. Now they tell people.
On socialCreator and customer content, referrals, the next product.
The signalReviews, UGC, repeat orders
That’s the link

Know your people. Then find them.

1Know your avatars
2Know your community
3Know where they are
4Know what they search
5Know what to say

Once you know your avatars, you know your community. Once you know your community, you know where to find them. Once you know where to find them online, you know what to search. Once you know what to search, you know what to say. That’s the link, and it all lives in your B.R.A.I.N.™

Comment-to-DM

Ecommerce is sleeping on this.

Social has changed how people talk to brands. From one comment keyword, you can send anyone anything. Course sellers have used this for years and it prints money. We use it for products: someone comments, we send them a genuinely useful guide, they give us their email for it, and we’re building your list from social in a way almost no one in ecommerce is.

Organic first, then paid

Test it free. Scale the outliers.

Organic social is the engine room for every creative we produce. We stress test it without spending a penny. As soon as we get an outlier, we send it across all paid channels. That’s how you scale ecommerce.

How we manage creative
1Make itBriefed from your B.R.A.I.N.™
2Post it organicStress test, no spend
3Spot the outlierThe one that flies
4Scale it on paidEvery paid channel

Want us to move your buyers?

Tell us what you want to move. We reply within two working days with an honest first read.

Book a call →Get a Heat Scan