Bonus: Inside Meta’s Disruptor Playbook with AS Beauty: AI, Creators & Campaign Tactics for Q4
DTC Podcast · with Jake Bailey, Scott Kramer · October 15, 2025 · 40 min
Summary
This episode provides a deep dive into Meta's "Disruptors" program, featuring AS Beauty, and offers actionable strategies for Q4 performance marketing in 2025. It covers leveraging AI, creator content, and advanced campaign tactics to build resilient and scalable customer acquisition for DTC brands. The discussion emphasizes a shift towards incrementality over traditional ROAS and outlines best practices for creative diversification and budgeting.
Key takeaways
Prioritize incrementality over traditional ROAS to accurately measure campaign effectiveness and long-term growth.
Integrate creator content throughout the entire marketing funnel, beyond just awareness, for more impactful customer journeys.
Utilize Meta's Advantage+ and Partnership Ads to drive strong direct-response performance, especially during peak seasons like Q4.
Implement rigorous creative testing and diversification strategies, adapting to AI-native tools for more efficient and effective ad content.
Simplify campaign structures and optimize budget pacing, exclusions, and creative testing based on tactical insights shared by Meta and AS Beauty.
Subscribe to DTC Newsletter - https://dtcnews.link/signupThis week on the DTC Podcast, we sit down with Jake Bailey, Head of Industry at Meta, and Scott Kramer, VP of Growth at AS Beauty, to explore the evolving dynamics of holiday performance marketing in 2025.Jake leads Meta’s work with its exclusive Disruptors program, partnering with fast-moving, high-growth brands to push the boundaries of performance marketing. AS Beauty is one such brand — and Scott walks us through how they’ve used that collaboration to build one of their strongest Q4 playbooks yet.Together, they break down how creators, AI-native tools, and smarter campaign structures are shaping more resilient and scalable customer acquisition strategies.You'll learn:How Meta’s Advantage+ and Partnership Ads are driving real DR performanceWhy AS Beauty prioritizes incrementality over traditional ROASWhat creative diversification means in the age of AI and how to structure testsHow creator content is now integrated throughout the funnel — not just for awarenessTactical insights on budget pacing, exclusions, creative testing, and campaign simplificationWhether you’re navigating Cyber 5 or building a long-term performance engine, this episode is packed with the playbook and proof points from two powerhouses in the space.Timestamps00:00 – Meta’s partnership with AS Beauty and the Disruptors team02:00 – How AS Beauty drives growth across DTC, Amazon, and retail04:00 – Testing, innovation, and Meta’s two-way learning loop06:00 – Holiday 2024 challenges: uncertainty, tariffs, and consumer sentiment09:00 – The “lipstick effect” and how beauty brands thrive in downturns10:30 – Meta’s push toward value optimization and incrementality13:00
