Chris Mikulin
@cmikulin
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Following
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Scaling ecommerce brands to 7-figures and beyond 🚀 • CSO @shoelace • Ex-Engineer • Advisor @siena_ai @archive_dot_com @GetStayAI @buoyhydration • Yo-Yoer 🪀
Edmonton, Canada
Joined December 2013
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어린이날
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#羽生結弦RE_PRAY舞台裏SP
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BUILD INFINITY 1 MILLION
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四塩化一黄酸
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Shutterstock Recreated the Notorious Fyre Festival Promo Using Only Stock Video Footage. HA!
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We just hired our 10th full-time team member and she starts on Monday!
There was only 2 of us working full-time at the beginning of April. Wild!
Super proud of the team we’ve built, feeling pretty lucky!
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Well I’m officially down 55lbs since November of last year … and today I discovered I can do pull-ups again!
The weight-loss has been good for the knees.
But the things I’m most proud of are that I no longer have high-blood pressure, my T2D is almost in remission, and I’m so…
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I’m working on an ad account in the UK that has the most simple setup ever and it just slays. Consistent 4-5x ROAS.
One CBO campaign. 2 ad sets. One for prospecting and one for retargeting.
That’s it. Just dead simple. All about the creative.
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Reminder: When talking to clients who are spending like $150-300/day be careful about calling their spend small. To them this could be a lot and it took them a lot of blood sweat and tears to get here.
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I'm SUPER excited to announce that I have accepted a role at
@shoelace
as their new Chief Strategy Officer!
Can't wait to start building alongside my good friend
@CoryDobbin
and the amazing team he's built.
After one of the toughest years of my life, I couldn't be more stoked…
I said 2024 was the year of Shoelace, and I wasnt joking 👀
Super pumped to announce that
@cmikulin
has joined the team as our CSO.
Together we will make Shoelace one of the greatest agencies in the space.
Brands: If you need help growing, now is a great time to get started 🚀
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I really regret how much I isolated myself over the last 8yrs. Spent some time today with an old friend and it was a blast. Puts things in perspective.
Work and everything has been going really well but personally I feel pretty empty. I don’t want to be like that anymore.
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UTMs are all the rage! Here's a look at the structure we're using. Helps us see what's working: FB vs IG.
utm_source={{site_source_name}}&utm_medium=paidsocial&utm_campaign={{}}&utm_term={{}}&utm_content={{}}
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Some people prob wonder why I RT other agencies/founders.
Honestly, life is too short to be all weird and competitive. I look up to a lot of people in our industry and am so thankful for what they’ve taught me along the way.
*plus I’m boring
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Hey new Twitter followers! Just to prep you for what you’ve gotten yourself into, here’s what I normally tweet about:
🤖 industry updates on digital marketing & paid social
🧐 tips I’ve learned while running paid social over the last 6 yrs
✋ helpful advice or an extra set of 👀
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Excited to announce the launch our new venture
@itsOddit
!
We provide easy to digest audits for DTC brands who could use a hand boosting their conversions and strengthening their brand messaging.
Time to tighten things up! Let's gooooo!
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If an agency is providing your biz with digital marketing services & no goals are setup in
@googleanalytics
they're doing you a disservice.
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Want to save a video ad from the Facebook Ad Library?
Hit play on the ad, right click save as, then rename the file name to end with .mp4
Collect your money. You're done. Send me the bill.
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1.5 months in and our agency
@WeAreKulin
was just invited to become a Facebook Marketing Partner. YAY!
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I am excited to share that I no longer have type 2 diabetes and am officially out of the pre-diabetic zone. Ask me anything.
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The focus on instant results for DTC is a common trend I’ve seen.
Little investment into:
- SEO
- Customer Service
- Organic Social
All long game strategies that lift overall results.
1/
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Top searches in the US over the last 4 hours that include Canada:
how much covid-19 is in canada
how much coronavirus is in canada
immigrate to canada
moving to canada
how hard is it to move to canada
move to canada from us
jobs in canada
how to immigrate to canada from usa
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It’s happening!!! Ahhhhhhh!
Here’s a little peek. We’re getting close to launching! Can’t believe how much my life has changed in a year.
@punchlinecopy
killed it with the copy ... again ... of course.
And Shaun is a freaking design wizard.
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HOLY SHNIKEES!!!
We 14X’ed our MRR in Q1 2022 vs Q1 2021. 🥲
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Been diving into TikTok ads and we're seeing about a 1 for 1 with conversions on Google Analytics vs TikTok. Outperforming prospecting on Facebook too. Stoked!
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I kind of like being a little bit socially awkward and quiet. Tired of people telling me I have to be a certain way all throughout my life.
I’m strong at both my craft and communicating my ideas...this is good enough for me.
I finally like being me.
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One of the biggest mistakes I see brands make is frequently circulating through agencies. Sometimes it can take 2-3 months (or longer) to get momentum.
Unless the agency is 🐶💩, most of the time brands would be better off working together with their agency to solve issues.
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I’m pretty proud of how far I’ve gotten in one year.
Last year I was miserable. Couldn’t concentrate. Terrible anxiety and depression. Type 2 Diabetes. High blood-pressure. Lonely AF. Hated myself.
I felt useless and no longer needed. Basically fired myself from my own agency…
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Soooo uhm ...
We haven’t officially launched our new agency yet and we just hit our May goal during the second week of March.
Super thankful for all of our clients, partners and mentors who believe in what we’re doing! 🙌❤️
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There's a lot of talk lately about Community Building and how it needs to be a focus for brands post iOS14, or to get involved in Web3.
Many think that launching a Discord server or creating a new marketing campaign will create community.
But there's more to it. 🧵
1/?
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What’s working right now?
- Good creative
- Broad and broad interests
- CBO on scaling campaigns
- Quality traffic
- Not touching anything
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In 2 weeks our new email manager has built out our processes, helped with pricing, did 3 email audits, hopped on new biz calls, created a 6 month growth plan, and got Klaviyo Partner, SMS, and Product Certified.
In short … she’s amazing! Bring the emails! We’re ready to roll!
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I took over an account mid last week and already doubled performance. The previous agency had waaaaay too many campaigns running with way too many ad sets in each for the budget they had.
Went to a simple two campaign structure with dynamic creative. Done. 🚀
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Hmmm I think what I’m trying to say is that …
This shit is hard.
If you’re feeling low. You’re never alone.
Be kind to yourself. Go at your own pace.
Surround yourself with people who care and are patient.
Lift up the each other.
Don’t forget to show appreciation.
✌️
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I’m one lucky dude!! My amazing wife surprised me with tickets to game 6 for my 40th birthday!
We’re going to see the
@Raptors
play!! Ahhhhhh!!! Can’t believe this!
#nba
#RaptorsNation
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As I reflect on 2023, what a ride this year has been ...
This was without a doubt the toughest year for me both personally and professionally.
I was plagued with a lot of health issues, both mental and physical health, causing me to have to leave the company I co-founded.
A…
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Honesty time …
From the outside over the last year it might look like it’s all sunshine and butterflies.
Huge wins. Lots of growth. New services. Amazing new hires.
But if you peel back the layers to my personal life, last year was probably one of the worst ever.
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Hey
#dtctwitter
fam!
Introducing our brand new super shiny performance marketing agency Kulin!
Check out our site
And give us a follow
@WeAreKulin
✌️
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Taking over TikTok ad for a brand or just getting started? Double check these pixel settings and make sure they're turned on.
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@triplewhale
Creative doesn’t clearly show what the product is, who the brand is, what problem it solves, how it works, why it’s better than alternatives, and why you should trust it.
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Last year for Black Friday we were a team of 10. This year we’re a team of 25 with 4 new services.
And I couldn’t be more proud of our team. They absolutely crushed day 1 of BFCM.
Was like a well oiled machine today. 👏👏👏
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Our agency has gone from 1 to 25 people in 2 years.
Any early stage agency founders out there that have questions or need advice?
Can DM instead if you don’t want to reply.
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Facebook reported revenue of $26.17 billion for Q1, which was up 48% YOY.
They attributed the significant increase in revenue to a 30% YOY increase in the average price per ad and a 12% increase in the number of ads delivered.
I feel that.
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8 things DTC brands could learn from the skateboard industry:
1. Signature products
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DCT ads are out performing almost all other ads right now in 𝗺𝗼𝘀𝘁 accounts.
I usually lean away from them. But thankfully we have a team that tests things before listening to me. Lol
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This morning I took some extra time to help take my son to school (he’s having a really hard time) and then enjoyed a coffee on the porch with my wife.
If I don’t take the opportunity to do these things while I’m freelance, then what’s the point?
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Today is the day I begin my freelance Facebook advertiser journey, and with that ....
I'm currently looking for a DTC eCom brand to help scale on Facebook. If you're spending between $50k-$400k/mo let's chat. Happy provide a free audit for you.
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I've been feeling pretty good lately. So many brands inviting me early to their sales and calling me a VIP.
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The difference between me and most people in DTC is that I’m not in it for the money.
I truly love helping brands grow.
Helping them achieve their goals and employ more people.
I found that one thing I love doing that I’d do for free and I can’t imagine doing anything else. 🙏
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Exciting news dropping tomorrow!!!!
We have a new team member joining the team that’s gonna melt faces!
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Anyone have any good tips for making friends in the city you live when in your 40s? And have social anxiety? And are kind of awkward?
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My son is having his first sleep over at our house tonight with a friend from school. Crazy how quick life happened.
Hard to tell who’s more excited. My little shy guy or me. It’s like opening a new chapter. A rite of passage. I feel like a dad.
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It’s sad how much of DTC Twitter (X) is just a big pissing contest over who knows the most, who’s right or who made the most.
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Achieved one of my biggest career goals today! Officially became an advisor for a super exciting product I believe in.
This last year has been one crazy ride! Pinch me!
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I have a couple regrets in life …
Living such a stressed out life when my kids were younger.
I had a really hard time managing my anxiety around all the chaos at home, which kept me from enjoying a lot of the little things.
And then filling the void from all of the shame and…
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The most annoying part of this new iOS14 world is always having to prove the worth of Facebook Ads. Feels like it’s 2014 again.
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Then teach them. Don’t shame them. Not sure what the point of this tweet is? Other than a pounding of the chest.
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Here's a step by step on how I setup my Delayed Attribution Multiplier dashboard in Google Data Studio... 📈
1. Create a data source for each attribution model: 28dc/1dv, 7dc/1dv, 1dc/1dv
2. Create a scorecard and choose blended data.
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Here’s a look at an ad we put together for one of our amazing clients.
Kind of a 3D product, value prop, lifestyle combo. Helps customers visualize them and how they’ll look before they buy.
Doing really well!
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read 👏 the 👏 comments 👏 on 👏 your 👏 ads 👏
there’s so much there …
- can help you figure out if you’re hitting the right audience
- if your messaging is off
- what existing customers are saying
- why ads might not be hitting
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My son told me today that feels like my work is teaching me to not like my family. He’s 6yo. That was a tough one to hear. Time to make some changes.😔
Where one area is doing incredible. The other pays the cost for it. Sigh.
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We’re pretty much almost turning into a UK agency! lol ... almost half of our clients are in the UK now.
Loving this market too!
✔️ Lower CPMs
✔️ Similar spelling as Canada (ie: colour vs color)
✔️ Fun accents
✔️ Slaying businesses (one has a +7X MER)
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I guess we can cross 'Get featured in Forbes' off of the bucket list now! 🙏
Appreciate the shoutout, definitely in good company with a lot of great agencies. Incredibly proud of our team!
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DTC is pretty wild!
Over the last 30 days I managed over $550k USD spend on Facebook for the accounts I'm on.
Putting that into perspective ...
One of the last ad agencies I was at would spend about the same amount in a year on Facebook.
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This was a really tough week. Getting over a bad cold, feeling exhausted.
Imposter syndrome settling in. Not meeting my own expectations for what a leader is.
Not eating well. Not getting enough exercise. Working too much.
Time to hit the reset button this weekend.
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I just got out of jam session where I was helping figure out a performance decrease for a brand over the last 7 days.
We're slicing and dicing data. Looking into targeting. Creative. Breakdowns. Etc.
Nothing in the ad account really pointed to the decrease. Other than ads…
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I think this is going to be my last BFCM working from home. Being glued to my laptop all weekend is driving my family crazy, which in turn is driving me crazy. lol
Condo in the mountains for 2023! Who's in?
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I don’t know why agencies focus so much on making experience running 6 figure ad accounts a prerequisite.
I’d MUCH rather work with someone who is crazy resourceful and has slogged through countless $150/day ad accounts. 🤷🏼♂️
Hire problem solvers and self learners!
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We're noticing a trend across brands that are doing well right now:
- they have a solid community built
- email flows are dialled in
- landing pages are optimized and tested often
- site loads fast
- multichannel approach
- new products released often
- frequent creative tests
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One thing I'm loving about being back in the game at
@shoelace
is doing Meta ad account audits again.
Here are the Top 5 Issues I'm seeing in accounts:
1️⃣ I don't know why, but people forget or just don't know that you can sync audiences with Klaviyo. Do this now for your…
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Hey there DTC fam! We just launched a fancy ROAS Calculator to help brands figure out their paid advertising targets. Would love your feedback.
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Benefit of hiring a Canadian agency: our Thanksgiving is on October 11th. So Black Friday weekend is just a regular day over here. 🇨🇦
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Kind of wild, last year at this time there was only 2 of us on
@WeAreKulin
. In a few weeks we're gonna be a team of 14. This is gonna be an exciting year!
Grow sustainably. Keep your head down. Focus on building strong partnerships & doing great work.
We listened
@jakeatbgm
❤️
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One thing I did in my marketing career that eventually paid off was that I never waited for someone to invest in me.
If I wanted to learn something. I just did it.
I wanted a course. I made the budget work.
I wanted to go to a conference. I used vacation time.
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The difference between running Meta ads w/ and w/o story sized placements is astounding now.
If you only have budget to make one size of video, do 9x16 and just keep the text within a 4x5 frame in the middle.
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We’re currently looking for an intermediate graphic designer or an art director who loves execution (as in making creative not chopping off heads).
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Hey guys! My Facebook marketing expert called to say I’m doing a good job! Fist pump. Lol
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This is my feed today all right after one another and coming from the top Meta media buyers in DTC.
Should seriously not be an issue for folks spending millions per month on Meta.
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Closed off the week feeling really good …
had some amazing calls with a few potential new clients, chats with some amazing candidates for a couple positions we have open, and spent the afternoon hanging out with my son.
I think burnt out 2019 me would be proud. Lol
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One of the things that really pisses me off about being diagnosed with ADHD in my 40s is that I spent over 30 years of my life thinking I’m dumb and was always being told I’m just not applying myself. Turns out I just couldn’t manage tasks or pay attention like everyone else.
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Growth doesn’t come from that perfect ad, landing page or some fancy CRO audit.
It comes from:
☑️ Being consistent and always showing up.
☑️ It comes from the accumulation of all of those micro moments
☑️ Remembering your best customers
☑️ Your unboxing experience
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One of the main things we're investing in big time right now is creative. Here's a peek at a video we just launched for a new restock. Super proud of the work we're cranking out right now for our clients.
*sharing with approval
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My first few days at
@shoelace
have been fantastic so far. Lots of meetings getting to know the team. Plus a few strategy sessions with
@CoryDobbin
.
I've got to say ... I'm really impressed with how the team operates and how well everyone works together. Solid culture.
One…
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BEST ANSWER!!! Who else does this? ✋
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A simple tweak on site speed doubled conversion rate for fb/ig traffic in an account we’re on.
Reminder: it’s often it’s the changes outside of the account that can make the biggest difference.
Shout out to Katie on our team for doing the dream work!
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Don't know what I'd do without UTMs right now. We've got one ad set seeing zero purchases in Ads Manager, but 9 in Google Analytics.
Was about to turn it off ... but NOPE!
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How we helped DTC biker helmet brand, BikerHelmets, increase ROAS and decrease CPMs across Facebook and Instagram ads with a creative overhaul 🚀
📈56%+ ROAS increase
👀37% CPM decrease
💰150%+ Rev growth
Here’s how we did it 👇
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Best advice I've ever received was from my old boss
@piersonkrass
. To do well as a media buyer you need to learn how to separate yourself from account performance. Tying your personal worth to performance will eat you alive. Might not have been the exact words, but you know.
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2006 started a yoyo company
2009 quit job to do it FT
2010 failed miserably, got new job
2011 fixed things, quit job
2014 hopped into digital marketing
2017 joined fancy ad agency
2018 joined another fancy ad agency
2020 joined badass DTC agency
2020 got partners to build a biz
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Things that are working in Facebook Ad land now:
- For some accounts I’m seeing interests outperform broad audiences
- Most value based lookalikes are really sucking, thank you BFCM
- Ugly creative wins, like shot on an iPhone 6S with a broken screen and soaked in toilet water
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YAY! We can finally offer TikTok ads now! Just got this email ...
“We are thrilled to announce some big news: TikTok Ads Manager self-serve platform is now available for Canadian businesses of all sizes to reach your ideal customers on TikTok.”
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SUPER EXCITED to share a new partnership we just finalized!!!
Kulin will be joining
@versettinc
’s network to provide a new service for their clients: performance marketing.
While allowing our team to confidently leverage experts in different fields (UX, development, apps, etc).
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I’m a 2nd generation Canadian. My baba came over from the Ukraine when she was only 3. She instilled in us our pride for being Ukrainian.
Sadly she has dementia now and my heart breaks for her for not knowing what’s going on.
I want to fight for her and the people of Ukraine.
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Last year at this time my whole life was upside down.
What a difference a year makes.
Check in on your friends.
You never know how much it means to them. Even just saying hi helps.
I hope no one ever has to go through what I did.
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