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Saturday, March 26, 2022


We can relate to Coach K here. Not sure what was tighter: this morning’s campaign results or the Texas V. Duke game. Admittedly, both were won by free throws.

Before we start, this is a friendly reminder that, thanks to Apple, we can’t see if many of you are opening our emails.

The antidote? As you’re reading, make sure to click at least one link to say hello.


In this newsletter you’ll find: 👇

📦 Brand Breakdown Part 4: Bombas (Social)

📦 Your creative strategy guide for 2022 with Ecom World

📦 How to manage your influencer marketing campaigns with Aspire


We’re back with the final part of our brand feature on Bombas, and today we’re gettin’ social with this comfy sock brand.


Let’s dive into Bombas’ Instagram and TikTok to see where they’re crushing it, and where they could improve.

Onward! 🚀

Read ‘til the end to access exclusive DTC swag. 😎

SOCIAL MEDIA


📸 INSTAGRAM

Instagram is the place for brands to showcase their visual personality and their products. Bombas has taken full advantage, amassing 200K followers there so far.

Bombas rocks our socks off with vibrant and unique product imagery on their IG. Just one glance at their feed, and you can tell that a) they make cool socks, and b) they like to have fun. 🎉

Here are some of our favorites.


👀 Product Visuals



What a fun, eye-catching image to show off a new product line. Plus, props for the nice, snappy caption to go along with it.



Basic flat lays can go a long way when it comes to showcasing your product. This one takes it to the next level with dozens of different Bombas offerings in one beautiful shot. And… Why yes, who wouldn’t want all of these under their Christmas tree? 🎄



The perfect post does not exi –

A very effective tactic: Use the consumer's FOMO! Offering a sale that only returns annually provokes a sense of urgency in the consumer.

Bombas also reminds the consumer of the company’s charitable nature and the consumer's possible contribution. This is a win/win/win for the consumer, brand, and featured charities.


Well done, Bombas!



This is some killer UGC that not only shows their product front and center, but also… dog. The engagement on this post compared to others speaks for itself.

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SOCIAL MEDIA


Brand Content 🔥

While a huge chunk of their Instagram is dedicated to socks, underwear, and other apparel, they do manage to sprinkle in some posts about their brand mission and ethos of giving back.



This is a fantastic post that celebrates the good that Bombas (and their shoppers) are doing behind the scenes. The post highlights their 1-for-1 giving campaign and shows followers the true purpose of the brand – which goes far beyond comfy socks.



Bombas also regularly creates posts that give their followers ideas on ways to give back to their community. We love this from a brand perspective – not trying to sell anything, just providing value! 👏



This is a fun, creative way of informing shoppers about their replacement policy, which is honestly such a good reason to shop with them. We’ve all lost a sock or two to the dreaded dryer thief… are they covered too?


Overall Thoughts on IG 👇

Looking at Bombas’ most recent IG posts, you’ll see a lot of highly polished, professional imagery and not much raw content (this could be part of a holiday campaign and not a permanent look).

We’d suggest making sure there’s room for authentic UGC and brand content in the feed (which they’ve done a nice job of in their stories). Real, unpolished content is what can drive engagement, credibility, and relatability on Instagram. 👊


Other suggestions:

  • Consider testing captions that drive more engagement on posts, such as asking questions or tagging a friend.
  • Use relevant IG hashtags more regularly on posts to enhance discoverability, but keep them brand-focused – and use only 3-5.

SPONSOR

What do Glossier, Purple, Quip, Ruggable, and Coola all have in common?


These top-tier eCommerce brands are using Aspire to manage their influencer marketing campaigns.


Why?


With so much work to carry out, Aspire keeps things nice and simple. 👌

Their Brand Access Manager solves tedious manual permissions and helps brands to create authentic ads with influencer whitelisting campaigns—with no added costs.

Pretty cool, huh? Here's why we love it:

  • Simple. A seamless connection between Facebook Ads Manager and Aspire centralizes all creators who've granted you access to a single dashboard for easy monitoring and tracking.
  • Seamless. Build whitelisting permissions directly into your contract terms.
  • Streamline. Sending instructions to creators is prehistoric and unnecessary —Aspire streamlines the granting and revoking access process for you.
  • Track. Optimize ad campaigns with whitelisted content and attribute ad performance accurately.

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SOCIAL MEDIA


🤳 TIKTOK

Bombas has been on TikTok since May 2021, shortly after the channel exploded, and “partner with TikTok Influencers” got added to just about every brand’s annual goals.

Since then, they’ve regularly put out videos that have a good mix of UGC, influencer collabs, tips and tricks, and branded content.



This is Bombas’ first video on TikTok, which does a decent job of concisely telling the brand story. We think it could have been a liiiitle more fun and engaging, like this amazing video from their Instagram.



We love this video for several reasons:

  1. Real customer, real story.
  2. Dog. 🐶
  3. Educates on a brand differentiator: their killer replacement policy.
  4. Dog with sunglasses. 🕶️

🚨 For the rest of Bombas’ TikTok breakdown, make sure to check out this post! 🚨


👋 That’s all for this Brand Breakdown, fam! We hope you enjoyed this in-depth look at Bombas’ marketing channels.

What brand should we break down next? Reply to this email and shoot us your ideas!

BRANDS

🍷 Stompy: Saturday can go two ways: an expensive night out with some friends, or some well-needed hysterical sobbing… over The Notebook… with multiple glasses of well-curated, small farmed wines. Stompy is your personal sommelier, matching you with wines that are made for your tastebuds delivered right to your door.

💅 Glaize: Has your ASMR channel been dropping in views lately? DTC recommends trying out some sweet new nails for better sound content. Glaize offers salon-quality, made-to-measure, stick-on nails for the fraction of the cost, applied in a fractional amount of time. Glaize removes the worry of chipping, breaking, and nibbling away at your nails.

🐶 Pawness: Are you tired of the cool doggies picking on your K-9 at the dog park? Sit your pup down and take them shopping at the most exclusive doggie gear and wear store. Pawness also gives 10% to good doggie causes!

🔊 HAVE YOU HEARD OUR LATEST PODCASTS?

🏋️‍♂️ Why Personalization Might be the Biggest Opportunity in DTC with Eric Ji Sun Wu, Co-Founder of Gainful.

💄The Fast Road to 8 Figures with Jones Road Beauty's Cody Plofker.

❣️ Molly Garraway on Growing a CX Team to 100, and Then Starting from Scratch with LoveSeen.

👟 Restructuring Google Ads for Customer Avatars with Sean McGinnis from Kuru Footwear.


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

DTC Newsletter is written by Rebecca Knight, Jordan Gillis, and Kelsey Hess. Edited by Claire Beveridge and Eric Dyck.

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