DTC872: Feals Ad Breakdown, Q4 Scale, and Camping Hacks Search Surge

Good morning, 

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

🧠 Q4 Creative Systems That Scale
Build high-performing ads with process.

🚨 Daily Tariff Update
Trump announces new tariffs across the globe. 

🍊 Feals’ Summer Vibe Ad, Decoded
How seasonal mood drives performance.

‍📈 Explore The Great Outdoors What rising searches for _______ mean for brands.

You’re reading this newsletter along with new subscribers from: Thrive AI, Naughty Grape, and BRiMM. 👋

🎧 Copy Pilothouse's Creative System for Q4 Scale!

In this episode of All Killer No Filler, Jacob and Aves from Pilothouse break down what it actually takes to build high-performing ad creative for Q4 and why most brands wait too long to get their systems in place.

Your goal shouldn’t just be making content; it should be building a repeatable engine to test, iterate, and scale the right types of creative for every stage of the funnel. 🚀

In this episode, we dive into:

• Creative is the last true lever. With platform delivery getting smarter and targeting tools tightening, creative is what actually moves performance.

"You’re not winning with caps-lock copy and custom audiences anymore—you’re winning with content."

• Stock your Q4 ‘treasure trove’ early. Build a surplus of video assets so you can scale fast and stay agile when traffic costs spike.

"You don’t want to be shooting content mid-Q4, you want to be deploying it."

• Why static isn’t dead. While video dominates top-of-funnel, polished statics still crush in retargeting especially when paired with promo messaging and well-shot catalog-style photography.

"In Q4, people don’t need to be wowed—they just need a reason to click."

• Focus on iteration, not perfection. The best-performing ads are rarely built once. Recuts intros, tests new creators, and extends winners with micro tweaks.

"If one creator’s video is a winner, get five more to remake it—and switch up the hook."

👉 Listen to the full episode with Jacob and Aves here.

You don’t need us to tell you that Q4 waits for no one. If you’re not 100% confident in your creative system, now’s the time. Pilothouse can help you build, test, and scale with confidence, before it’s too late.

‍Get your creative system dialed in.

🤫 1,500 Marketers Spilled Their Secrets. Here’s What’s Really Going On

Ever feel like other marketing teams have it all figured out? 

👀 Spoiler: they don’t - and now there’s proof.

Dotdigital asked 1,500+ marketers to spill the tea on how their teams really work. 🫖

🔍 From budgets and blockers to AI use and inter-team drama, The Secret Lives Of Marketing Teams is packed with honest, behind-the-scenes insight.

👉 It’s the inside track on what’s working (and what’s not), how to get the most out of your budget, and what’s coming next in the fast-paced world of marketing.

Whether you’re leading a team or flying solo, this is your chance to benchmark, reflect, and maybe even feel a little better about your own chaos. 

📦 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. 

August 1, 2025 update:

•  U.S. Implements New Wave of Broad Tariffs
  
  • In a sweeping new executive order, the U.S. imposed tariffs ranging from 10% to 50% on imports from nearly 70 countries, including key partners such as Canada, India, Taiwan, South Africa, and Switzerland.
    
  • Rates included: 35% on Canada, 50% on Brazil, and 25% on India, effective August 1.

[Screenshot via Feals Meta Library]

🍊How Feals Designs for the Moment, Not Just the Product

Supplement brand Feals positions its tangerine gummies as the ultimate summer chill-out companion: a strategic seasonal hook that goes beyond product function to capture a mood and laidback lifestyle.

Let’s break it down: 

Visually, the ad expresses “summer unwind.” 

All the items, from the beach towel to the popsicle and orange slices are staged in a way that tells a clear story for viewers — a moment of peace without the buzz. 

It’s also aesthetically pleasing. Going with an orange color palette makes the visual feel unified and summery. 

The copy does a good job of reinforcing the brand’s unique value: alcohol-free relaxation with zero guesswork. 

It’s about ease, control, and feeling good (no hangover attached.)

Why it works:

• Strong seasonal positioning, "this summer," makes it timely and relevant.
  
• The creative mirrors the feeling of the benefit: calm, clear, effortless.
  
• It uses clear, benefits-led messaging: “low dose, hangover-free, euphoric calm.”
  
• The copy leans into simplicity and control, making the product feel safe, easy, and enjoyable.

The takeaway?

If your product replaces something traditional (like alcohol), anchor it in a relatable moment, then use images and text to sell the alternative experience, not just the swap.

Discover new or innovative brands that caught our eye! We spotlight exciting companies redefining their industries. 

• 💦 Wet Hydration: A wellness water with electrolytes and added functional benefits. 
• 🌱 Unless Collective: A plant-based streetwear brand designed to leave zero plastic waste. 
• 🍋 PAO Energy Jellies: Travel friendly energy jellies inspired by Asian flavors.

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 💰 TWBERP 44: Stock The Pond, Fill The Funnel, Make Money
• 🩳 Thigh Society’s Lean Growth Story: Chub Rub to 2M+ Units Sold
• 🔑 AKNF 528: Cracking TikTok Shops: The GMV Max Revolution 
• 🦸 Ad-venturous 12: Predict Relevance To Create Resonance 
• 🎨 TWBERP 43: Campaign Emails That Inspire, Not Blend In 
• 🍷 Maker Wine’s Strategy: How The Canned Wine Brand Grew

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

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.