DTC958: Holiday Creatives, Landing Pages, and Reusing Top Performers

Good morning,

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

• 🎄 The Right Way To Approach Holiday Creatives
• 🏆 Are Your Landing Pages Missing This Crucial Element?
• 💡 Repurpose BFCM Ads And Keep The Sales Momentum Going!

You’re reading this newsletter along with new subscribers from: Studson, Get A Drip, and Uncover Skincare. 👋

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‍💰 Top Holiday Creatives Do’s and Don’ts To Increase Revenue

The easiest wins in Q4 come from tightening your creative angles, leaning into seasonality, and removing anything that slows the scroll.

Pilothouse shares what to focus on (and avoid) as you scale through the holidays.

DON’TS

🚫 Don’t Overcomplicate Holiday Creative

A light seasonal lift goes a long way.

Simple cues like ornaments, bows, and green-and-red colorways are enough to signal the moment without overhauling your entire ad library.

🚫 Don’t Force “Giftability” if It Doesn’t Fit

If your product isn’t suitable as a gift, don’t force it!

People buy for themselves, for events, and for practical needs during December. Align your angle with real use cases.

In this creative, Kevin’s Natural Foods leaned into a clean eating during holiday indulgence message instead of pretending to be a gifting brand.

🚫 Don’t Neglect Post-Click Experience

Your landing environment should deepen the angle you teased in ads. Build:

• Gift lists or holiday recommendations
• Seasonal storytelling
• Objection-busting modules
• Full holiday-themed pages
• This consistency increases conversion and reduces bounce

DO’S

✅ Do Refresh Evergreen Winners With a Seasonal Twist

Take your strongest creatives and apply a holiday flair:

• Swap in seasonal product variants
• Add holiday backdrops or brand-aligned festive elements
• Keep the format + structure that already converts

✅ Do Add Clear Urgency + Process Transparency

Shoppers want certainty when it comes to delivery times. Include this info:

• Shipping cut-off dates
• “Will arrive by” timelines
• Return/exchange policies for gifts
• Any reassurance that reduces purchase friction

✅ Do Have Fun With It

Holiday content is meant to be playful.

Personality, creativity, and warmth stand out in a sea of red banners and discount graphics.

Lean into concepts that feel festive and stop the scroll.

The takeaway?

Refresh your top-evergreen creative today by adding a seasonal variation and layering in shipping deadlines. Then update post-click pages to match the angle.

This simple system can lift conversion without rebuilding your entire creative strategy.

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‍🎧 Where Should That Click Go? Landing Pages, Homepages, and PDPs

In this episode of TWBERP, Taylor from Pilothouse stops by and breaks down why most brands treat their homepage like a landing page and how that one mistake quietly tanks conversion, wastes ad dollars, and muddies every test you run.

Taylor unpacks how to know when you actually need a landing page, and the messaging tweaks that move CVR without touching your media budget.

This practical Landing Page Framework shows you how to build pages that match buyer intent, test your value props quickly, and turn random creative wins into predictable, repeatable conversion lifts.

In this episode, we get into:

• Why homepages almost always underperform for paid traffic
• The landing-page formats and message hierarchy that win most often
• Why simple pages beat clever ones, especially on cold traffic
• How adding email pop ups to landing pages is basically free money

▶️ Watch the full episode on YouTube here.

🎧 Or click here to listen on Spotify.

Black Friday may be over, but that doesn’t mean your BFCM ads can’t still come in handy.

William Kast shares how brands can take top performers and tweak the messaging slightly to keep the sale momentum going.

Adjust the offer so it’s slightly less and change the copy to Holiday Sale.

It’s a simple tweak that can have major gains.

‍🎉 It’s Time For YouTube Wrapped

YouTube takes a page out of Spotify's playbook and introduces a year-end video recap.

Brands can swipe through a set of 12 cards summarizing interests, deep dives, and viewing habits.

This feature can be found on the homepage under the You tab.

Learn more here.

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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.