📦 - Breaking down Arrae’s Creative New Year Ad

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‍Tuesday, January 9, 2024

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Good morning to everyone except Jo Koy.

The comedian’s Golden Globes Award jokes caused quite a stir for not being able to ‘read the room’, resulting in some cringe-worthy moments.

This is a reminder that your messaging has to attract and not repel your target audience.

Here’s what you’ll find in today’s DTC:

• Breaking down why supplement brand Arrae’s ad connects so well with the consumer's January goal-setting mindset.
• Take notes! This is the optimal time to start running your Valentine’s ad campaigns. 💗
• And…in the latest episode of the pod, we talk to Nick Shackelford about how BRĒZ scaled so quickly by using these affiliate marketing tactics.

You’re reading this newsletter along with new subscribers from: LIV Coffee, Rethink Desi, and Sunseeker Travel 👋

This newsletter is brought to you…

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‍📰 NEWS

• Users will need to pay for a more advanced version of Google’s AI assistant Bard.
• Starbucks is accused of rigging $900 million out of consumers through its gift card program.
• Olipop partners with Instacart for its Dry January campaign direct-to-door mocktail service.

‍AD ENGAGEMENT

💊 Breaking Down Arrae’s Creative New Year Ad

It’s time for an ad breakdown! Today we’re discussing why holistic supplement brand Arrae’s eye-catching ad does a great job of hooking in viewers and keeping them engaged.

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‍Why this ad works so well:

🕜 Good timing: January is the perfect time for health and wellness brands to push out self-improvement messaging and promote sales. Consumers are setting New Year’s resolutions and actively looking for products to help them reach their health goals.

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🍸 Relatable storytelling: Arrae’s ad creative takes it one step further by crafting a relatable story. After a long night out drinking (peep that martini glass), Arrae’s supplements can help you recover.

The brand positions itself as a solution to a problem, enticing viewers to click on their CTA ‘Get Offer’.

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📳 Creative ad format and copy: By making their ad creative look like an incoming phone call, their tongue-in-cheek messaging and design is also a great way to capture the interest of scrollers.

The heading reads ‘Arrae is calling’ and it’s up to the user if they decide to answer the ‘call’ and improve their health in the New Year.

By presenting a choice, the brand empowers the viewer to make a smart decision and build healthier habits.

Even though this is a static ad, Arrae does a great job of creating user engagement in an unconventional way.

What creative New Year ads have you been loving lately? Reply back and let us know!

‍V DAY CAMPAIGN TIPS  

💕 Four ways to optimize your V day ad campaigns

You’re in luck! We asked the Pilothouse team to share their Valentine’s Day campaign tips with us and you’ll definitely want to take notes on these best practices.

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Tip 1: Start running your Meta ads in mid-January to capitalize on this high-purchase intent. 🚀

Even though February 14th is over a month away, timing is everything. You’ll want to launch those Valentine’s Day ads sooner rather than later so shoppers have enough time to browse and find the perfect gift for their SO.

This way you can get A/B test your ads in the upcoming weeks and get those orders in.

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Tip 2: Repurpose your top-performing ad creatives

If you have existing top-performing ads feel free to repurpose and make some tweaks. There’s no need to reinvent the wheel.

Here’s some easy changes you can make:

• Incorporate colors like red and pink: Use these colors in your background, CTA buttons, and text color to give it more of a Valentine’s Day vibe.
• Add love messaging in your headline: Give your copy more of a romantic feel (e.g. bundles for bae or from ‘your brand’ with love)
• Use V Day emojis! It’s an easy way to update your creative and make it more eye-catching 😍

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Tip 3: Apply urgency messaging

For those looking for a Valentine’s Day gift make your shipping cut off dates loud and clear (e.g. Order by [x date] to receive in time for Valentine’s Day) to set expectations and motivate shoppers to act fast.

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Tip 4: Leverage viral social trends

Last week we talked a bit about the coquette trend which is gaining traction on platforms like Pinterest and TikTok. 🎀

Brands like Mejuri and Farmacy are already leveraging this trend for brand visibility and it's the perfect pairing for your V day campaign.

Try these tips out and give your brand a much needed sales boost during this high-intent holiday.

Need a hand with your creatives this year? Get ahead of the game and reach out to the Pilothouse team today. 👀

‍PODCAST

🎧 How BREZ Scaled So Quickly with Affiliate Marketing

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In this episode of the pod, we sit down with Nick Shackelford, DTC legend and founder of BRĒZ — his new low dose cannabis beverage that’s growing fast, passing the $1 million mark in the first 8 months of business.

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In this podcast, Nick talks about:

• How to promote restricted product categories on Meta Ads
• The power of a premium brand
• How affiliate marketing has changed in the CPG space

👉 Listen to the full episode with Nick Shackelford here.

‍🌐 IN THE SOCIAL SPHERE

Here’s some eye opening stats on gross margins.

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‍👀 BANTER

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Have you heard our latest podcasts?

• 📦 Unboxing the Supply Chain with Ingredient Brothers’ Eran Mizrahi
• 📧 AKNF 365: Jogo Talks About Critical Gmail Changes for 2024
• 💵 Tiny Founder Andrew Wilkinson Hero’s Journey From Barista to Empire Builder
• 😎 AKNF 364: The Secret to 5x Scale on Meta Ads
• 💪 Creating a $4 Million Dollar Modern Creatine Gummy Brand with Dan McCormick
• 😆 AKNF 362: Is CPC for Clowns? Meta Ads BFCM Recap

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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