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What's up, Dtcpod? Today we're joined by Lauren Kleinman, who is the founder and CEO of Dream Day, as well as one of the co founders of the Quality Edit. So, Lauren, I'll let you kick us off. Why don't you tell us a little bit about your background and some of the projects that you've been involved in across the D to C landscape.

Yeah, sounds great. Thank you so much, Ramon and Blaine, for having me. So excited to be here and be chatting with you both. My background, I don't know how far you want to go back, but I kind of started out of college at a gaming company called Scopely. Tremendously successful company, but realized I wasn't really passionate about gaming. As much as I love to play, like Words With Friends and met the CEO of Ritual, the D to C consumer company, in the health space that was probably about nine or eight years ago and really was so passionate about kind of her mission. And I love the idea of being able to build a brand from the ground up that kind of combined a lot of things that I was passionate about, including design and science and branding and put that all into one amazing company. So prior to Dream Day and the quality edit, I was at Ritual and I was a founding team member and our VP of Marketing.

In the beginning, I oversaw everything from branding, packaging, positioning, and PR. And then towards the end of my tenure there, I started to really do some interesting and bespoke partnerships, specifically around content and top tier publishing or top tier publishers. So what we were doing was, one, just trying to get the best stories told from the best publications. And I think especially for an ingestible product, something that you put in or on your body, having that firsthand review is so impactful. So a lot of what we were doing was just feeding the product, getting people to try it. And what that resulted in was luckily, a lot of really great stories. And as one example, which I'll get into probably later, like, we sent product to a buzfeed editor. The editor tried it.

They were utilizing affiliate links. We thought it had a crazy high conversion rate. Like, 10% of people who were reading the article were then checking out and buying the product. And I was always really frustrated with PR, like how you have the greatest PR piece, but then there's no way to really keep the momentum going. So we started thinking about how do we really leverage this editorial through our paid acquisition and make sure that we're acquiring customers in a thoughtful way that comes with that storytelling, third party credibility, validation. And so we were the first brand to really do this, kind of like bespoke leveraging editorial content in our advertising with Buzfeed that changed the trajectory of the company at Ritual really opened my eyes to the magnitude and impact that content marketing could have. And that actually became the impetus of what me and my co founder Lee built at the Quality Edit, wherein we're creating this. We have this publisher that has credibility.