DTC952: Graza Email Pop-up, Priority Bicycles, and Q4 Ad Winners

Good morning,

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

• 🎉 Graza’s Playful Pop-Up Engages Potential Customers
• 🚴 How A Kickstarter Campaign Validated Priority Bicycles Product
• 🏆 7 Ad Angles To Test in Q4 To Increase ROAS

You’re reading this newsletter along with new subscribers from: FIJI Water, Club Pilates, and Filson. 👋

‍🎄 Holiday Momentum Starts On Roku. Capture The Surge With Shoppable Ads

The shopping season doesn’t slow down after Black Friday…it accelerates. 🚀

📊 Roku internal data shows Black Friday weekend is the most-streamed period of the year, delivering 300+ million streaming hours in 2024 and an 18% jump from average viewing patterns.

For the fourth straight year, the Sunday between Black Friday and Cyber Monday is Roku’s #1 streamed day. 📺

This surge gives your brand a powerful opportunity.

🛍️ With Roku’s shoppable Action Ads and Shopify integration, viewers can browse and buy your products directly from their TV screens through a seamless checkout experience.

Want to maximize your ads’ impact? Test exclusive Cyber Week promotions within Action Ads to drive higher engagement and conversions when streaming peaks. 👀

Catch the holiday wave and meet consumers where they’re streaming, shopping, and ready to buy. 🛒

‍🎉 How Graza Gamifies The Pop-Up Experience

This Graza pop-up blends gamification, personalization, and incentive clarity really effectively.

Here’s what the olive oil brand did really well:

✅ Immediate incentive clarity: “You’ve got a special discount!” with the exact value ($9 off) spelled out. There’s no ambiguity here. And emphasizing that it’s a ‘special’ discount makes the interaction feel more unique.

✅ Gamified interaction: Instead of a static email field, users answer a quick question, which creates a micro-engagement and feels fun.

✅ Product education baked in: The options (“Frying & Baking,” “Cooking & Roasting,” etc.) double as use cases for their oils, teaching new customers about Graza’s versatile product assortment.

✅ Visual reinforcement: Hero image of the bottles (“Sizzle,” “Frizzle,” “Drizzle”) connects directly to the quiz answers, making product benefits tangible.

✅ Playful opt-out copy: “I don’t want $9 off!” is a classic “loss aversion” tactic that nudges people to reconsider closing the pop-up window.

If your pop-up already checks these boxes, here are a few other things to keep in mind:

🧪 Limited emotional hook: The messaging is playful, but doesn’t lean into the brand’s key differentiators (e.g. better taste, chef-approved, etc.) Adding a tagline could help get that across better.

🧪 Test urgency messaging: If you mention the discount is ‘special’, adding some urgency messaging too can help capture more leads.

For example: “Claim your $9 today only” or “Limited to first-time customers.”

The bottom line? A pop-up that is both fun and engaging can increase sign-ups, especially during peak Q4 season.

‍🚀 Start Your BFCM Off With A Win. Roku’s Giving You $5K To Double Your Impact

This Black Friday, get your brand out there. 💥

Roku accounts for 47% of all TV streaming time in the U.S., by hours streamed, and that audience can be yours. 📺

🛍️ Over 67% of Roku holiday shoppers are planning to start their shopping before Thanksgiving, and it’s time to turn that attention into action.

💵 Now’s your chance to win big this BFCM: Get $5K in ad credit when you spend your first $5K with Roku Ads Manager with code GET5K. Terms apply.

👀 Reach millions of households on America’s #1 TV streaming platform with advanced targeting, shoppable ad formats, and real-time insights all in one easy-to-use dashboard.

Don’t miss this limited-time offer.

‍🎧 Low Maintenance Scaling: How Priority Bicycles Grew to 25K Units Per Year

Connor Swegle co-founded Priority Bicycles to build bikes that look good, ride great, and don’t require you to be a mechanic.

The brand launched a Kickstarter campaign, ended up raising $565K and promptly sold 1,500 bikes. This year, Priority Bicycles sold 25,000 bikes.

Connor shares how thinking like a customer and creating a strong community are a crucial part of business success and growth.

• How a Kickstarter campaign validated product and story
• Differentiating a brand in a very mature and crowded marketplace.
• Why they ignore most attribution data and focus on these 3 things instead
• How community-led R&D helped launch the Bruiser with built-in demand

▶️ Watch the full episode on YouTube here.

🎧 Or click here to listen on Spotify.

Growth marketer Nick Theriot shares a proven hierarchy of Q4 ROAS winners, ranked by what consistently drives the strongest returns.

Creative doesn’t need to be reinvented in November. It needs to follow what the data already proves.

Focus your energy on the formats that reliably convert when buying intent is at its peak.

‍🎁 Snapchat Shares Insights on Gen Z Holiday Shopping

Snapchat has released its latest Generation report, this time focusing on Gen Z holiday shopping habits.

The app shares that Gen Z isn't just looking for discounts, but also inspiration as they hunt for gifts, and that shopping doesn't end on Dec 26th but extends beyond the New Year.

Learn more here.

‍📺 Streaming is about to spike this BFCM weekend. Will your brand be there? It's not too late to set up your Black Friday CTV ads with Roku Ads Manager. Sign up here. *

‍📥 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.

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.