DC Shop

BRAND

DC

INITIATIVE

  • DC social channels

  • Email

  • Community Forums

  • Fan blogs, indie press

DC Shop

DC Shop was launched as Warner Bros. and DC’s first owned-and-operated e-commerce platform, giving the brand a direct-to-consumer storefront to sell exclusive merchandise and deepen fan relationships. As part of its debut, we leveraged key cultural moments—like Zack Snyder’s Justice League—to drive awareness, validate the platform’s role as a destination for superfans, and showcase the potential of content-driven commerce.

MARKETING CHANNELS

OVERVIEW

  • Turned merch drops into content drops—positioning first-look Snyder Cut merch as must-see fan reveals, not just products.

  • Tapped into the fandom’s desire for early access and insider moments, using DC’s owned social and email to create urgency and buzz.

  • Crafted drop strategies timed to key content reveals and Snyder Cut campaign beats, fueling organic conversation across fan forums, blogs, and indie press.

STRATEGIC APPROACH

Transformed Merch into a Storytelling Driver

Repositioned Snyder Cut merch drops as content events, fueling organic fan buzz and engagement

RESULTS

Earned Press & Community Coverage Without Paid Media

Secured high-impact placements across fan forums and press outlets, proving the strategy’s efficiency

Validated DC Shop as a Direct Fan Commerce Channel

Established DC Shop as the go-to for exclusive drops, driving early sales and building a loyal customer base

Influenced Future Fan-Commerce Strategies Across DC

Set a new model for merging content, community, and commerce—informing future brand and e-commerce initiatives