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For the first several years of its existence, Egyptian-Canadian label Kotn grew slowly using the standard marketing formula of the DTC era, pumping money into paid social ads, retargeting campaigns and branded influencer content designed to drive quick conversions on its website.
But it wasn’t until the label embraced a different playbook that growth really took off.
Beginning in 2022, working with strategic partner BYNK Media, Kotn shifted its creative and marketing strategy to a more
