In the early days of direct-to-consumer (DTC) brands, we saw companies engage in innovative tactics to earn media and PR to help them achieve organic (as opposed to paid) marketing. Casper, the online mattress seller, created Nap-Mobiles which allowed potential customers to try out their beds. Airbnb (then still AirBed and Breakfast) created special edition cereal boxes that generated buzz and revenue. Some DTC firms optimized their packaging to be “Instagrammable,” drawing people to post unboxing videos organically. Over time, these tactics became commonplace and therefore drew less attention. Newer brands had a harder time breaking through the noise.