Good morning,
Here’s what you’ll find in today’s DTC:
😀 Boost Brand Recall
Make your product unforgettable in video ads.
🍳 Content-Led Retention
How Hestan creates impactful brand moments.
📦 Daily Tariff Update
How the ‘end of de minimis’ is impacting other countries.
📈 Searches for ‘ ______ ’ are climbing
Why Gen Z can’t get enough of this drink.
You’re reading this newsletter along with new subscribers from: Quasi AI, Pig Minds Brewing, and Knime. 👋
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Plus, book a discovery call by May 30 and get a $200 bonus for your first campaign.
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💡 Make Your Product and Brand Stand Out!
Do customers remember your brand after watching your content? 🤔
Avery, Lead Content Manager at Pilothouse and podcast host of Ad-venturous, shares that back in the day, when advertising was simple and sweet, marketers could attach a jingle and logo to almost all video-based content.
But nowadays, brands need to balance advertising with authenticity.
Meaning: Brands need to evolve to stand out on social feeds.
The first step? Understand your brand and your audience.
Then, apply that framework to every piece of content you produce.
Become a more recognizable brand using these tips below:
1️⃣ Show your product more than once! This one sounds obvious, but not all brands do this.
Viewers need to see a product multiple times to pique their interest.
Put the product front and center with quick cuts of different scenarios.
👉 Show the product once every 5-7 seconds so audiences get a strong visual representation of the branding.
2️⃣ Introduce brand objectives and message early.
Show the most important USP in the main message at the beginning of the video (within the first 5 seconds).
Don't wait to discuss your brand; get your main message out early. Ideally, within the first five seconds to raise brand interest and recall.
👉 Include the brand name in the first few seconds of the video.
3️⃣ Tell your brand story!
Don't be shy about sharing your unique origin story in a creative way. This is what differentiates you from other brands.
The tone and vibe of your content matter a lot when it comes to brand recall.
👉 Ways to do this: turn your message into a catchy song or partner with comedic creators for conversational and humorous messaging.
The takeaway?
In a world where attention is fleeting, brand recall depends on more than just good content.
Don’t just slap a logo onto your video. Show your product often, lead with your USP, and lean into creative storytelling.
Give audiences a reason to remember you.
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📦 Your Daily Tariff Check-In
Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.
May 21, 2025 update:
🎧 Come for the Cookware, Stay for the Content: Inside Hestan’s Retention Strategy
In this episode of the TWBERP Podcast, Jordan Gordon from Pilothouse sits down with Christina Chonody, Senior Director of Marketing at Hestan Culinary, to explore the unique challenges and strategies of building a premium kitchenware brand in a crowded market.
With a culinary background and years of brand-side experience, Christina offers a grounded perspective on how Hestan uses email, SMS, and content marketing to reinforce brand equity and drive long-term customer relationships.
We dive deep into how Hestan’s NanoBond technology, chef-driven content, and personalized email campaigns not only support conversion but create brand moments that keep customers engaged for years.
Christina also shares how working with Pilothouse helped Hestan evolve from sending general emails to a strategic, segmentation-led program that tripled retention revenue.
In this episode, you’ll learn:
👉 Listen to the full episode with Christina here.
📈 SEARCH SURGE
Searches for ‘matcha’ have risen to an all-time high in the past five years.
Why is this happening? TikTok matcha influencers have made the product go viral on #DrinkTok. 🍵
Consumers, especially Gen Z, love the health benefits of matcha, and the vibrant green color makes it an attention-grabber in short-form videos.
The sudden spike in popularity has caused concerns about a matcha shortage as Japanese matcha farmers struggle to keep up with overseas demand.
How brands are responding: Drink brands like Chamberlain Coffee are developing new matcha offerings, and even other product categories like beauty are getting in on the matcha craze.
Laneige recently released a matcha-flavored version of their best-selling lip mask.
⚡ QUICK HITS
☝️ You’re missing out on 15% of your revenue if you don’t maximize your abandonment flows. Top brands like Toys R Us and ThirdLove use Instant to identify 10x more shoppers and double their email revenue. Book a time to uncover lost sales today. *
📅 EVENTS
Marketing Analytics Summit - Where marketing analytics practitioners, experts, and leaders come together to explore techniques, data platforms, and real-time strategies.
📅 June 2-5, 📍 Phoenix, AZ 💰 $1,200
Email Innovations Summit - The event offers a comprehensive exploration of cutting-edge email marketing strategies, technologies, and designs.
📅 June 3-4, 📍 Phoenix, AZ 💰 $2,325
📰 NEWS
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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