DTC1064: Emoji Creative Corner and Roo and You’s Community Mindset

Good morning,

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

1️⃣ Fun emoji-filled ad formats that resonate with younger audiences
2️⃣ Roo & You share how they managed to scale during the tariff war

You’re reading this newsletter along with new subscribers from: Stroud Alarms, Nomad The Label, and Orita AI. 👋

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‍☀️ Connecting With Audiences Using Emojis

Tired of ads that look like every other brand in your feed?

These four formats are simple, scroll-stopping, and built for the way people actually consume content today.

From emoji-laden visuals to lo-fi product shots, here's how to make creative that connects.

1️⃣ Problem/Solution Graphic

Sometimes, hinting at a problem isn't enough. You need to spell it out.

This format works because of its simplicity: a "Your Concerns" column paired with a product shot labeled "Our Solution."

Text message styling keeps the tone current and easy to read.

How to make it work:

Start with the big picture. Think about the core problem your brand solves at a high level, then get specific about what individual products address. You want the copy to feel genuinely relatable, not manufactured.

Mine your reviews and comments. The best problem/solution angles come directly from what customers are already saying. Look for recurring concerns and use that language.

Don't stop at one angle. Your product likely solves more than one problem. Exploring multiple angles makes the content more relatable to a wider audience and showcases your brand's range.

2️⃣ If You're Doing This / You Need This

This format is niche, and that's exactly what makes it work.

It pulls in your target customer by depicting something from their real life, then connects it to your product as the natural solution.

Quick Flick does this well: a sunny dog walk on one side, their sunscreen spray on the other. The product isn't pushed. It just fits in well with the scenario.

How to make it work:

Know your audience. You need to know who you're targeting and what their day-to-day looks like. Go beyond demographics — understand what content they're already seeing in their feed.

Match their language. Using the right tone and emoji style isn't just aesthetics; it signals that you get them. Speak their language and they'll pay attention.

3️⃣ iPhone Screenshots with Lo-Fi Imagery

The charm of a local shop can absolutely translate to ecommerce.

For founder-led or newer brands especially, leaning into your small size can be a genuine advantage. It feels human in a space full of polished corporate creative.

How to make it work:

Test before you layer. Find the organic-style images that already perform well in your account before adding any overlays or text. Know what works first.

Pull from real conversations. Authentic messages and comments make the most compelling copy. Always blur or remove anything that identifies a customer (unless you have their explicit permission).

Lead with confidence. Double down on the angles you know resonate: strong results, best-sellers that sell out, real reactions from real customers.

4️⃣ Emoji Keyboard Takeover

Want to show off multiple products at once without it feeling like a catalog?

This format turns your SKUs into an emoji keyboard, making product discovery feel playful and interactive. It's especially effective for taste-driven, lifestyle-oriented brands.

How to make it work:

Make the opening line count. The hook text sets the whole thing up. The  cafe example asks "What do you want to do today?" and pairs it with matching emoji items draws you right in.

Don't be afraid to get a little silly here!

Keep the SKU selection focused. Resist the urge to feature everything. Ground the format in a specific theme or use case.

Selling jewelry? Build around a stacking concept and feature a focused set of necklace styles as your "emojis."

‍👀 The Reactive Loop: Data from 540+ DTC Operators

No one thinks they’re being reactive.

They think they’re being responsive, data-driven, and on top of performance.

But when nearly 70% of teams only trust forecasts 3–6 months out, every decision gets pulled closer to the present. Add in the fact that 70%+ are reviewing performance weekly, and it creates constant pressure to act.

So they do.

Not because the strategy is wrong, but because it hasn’t had time to work.

That’s how long-term plans quietly turn into short-term corrections.

This report breaks down why it’s happening across 540+ DTC brands.

‍How Roo & You Hit 100K Customers Without Running A Single Ad

Helen Smith built Roo & You in an unexpected way.

What started as a hand-sewn mask lanyard business during the pandemic has quickly grown into a 100K+ customer brand. And they didn’t use any paid ads for the first 3.5 years.

Helen shares how Facebook communities became her growth engine, how she landed Warner Bros. and Harry Potter as a licensing partner, and what scaling through a tariff war actually looks like behind the scenes.

What we cover:

• The side hustle that funded her first container of play couches
• How a private Facebook group became Roo & You's primary growth engine
• Why licensing is a marketing channel, not a revenue play
• Adding tariffs as a line item instead of a stealth price hike
• Launching an affiliate program in November for existing customers

▶️ Watch on YouTube | 🎧 Listen on Spotify

‍Let AI manage your store. Shopify launches ChatGPT and Claude AI connectors for store management. Read more →

3 AI Max Updates. Google advertisers can use AI to generate text ads, customize URLs, plus set specific AI guardrails. Read more →

ElevenLabs’ rise. The AI voice generator company reaches $500M in annual recurring revenue and welcomes new investors like BlackRock and Nvidia. Read more →

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

Please note that items in this newsletter marked with * contain sponsored content.