DTC989: Big Game Day, Breath Death, and 2016 Throwbacks

Good morning,

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

• 🏈 Tips for Advertising Around the Big Game  
• 🏆 How Breath Death is Winning on TikTok Shop
• 🎉 Brands Are Posting 2016 Throwbacks

You’re reading this newsletter along with new subscribers from: Attari Essence, Soaperlative, and The Confident Stitch. 👋

‍📺 Searching for Your Next Big Growth Channel? Here's Exactly How To Leverage Streaming TV Ads

👏 Vibe.co just released a data-rich 2026 CTV Performance Playbook, giving away all the insider tips on how to leverage streaming TV ads as your next growth channel.

You'll get:

• 💰 Incrementality findings validating which campaigns actually drive net-new revenue (and which don’t)
• 📊 Exclusive benchmarks from thousands of enterprise campaigns
• 🚀 ROAS, CPS, and CPV benchmarks comparing retargeting vs prospecting across 20+ verticals
• 💡 Creative insights from hundreds of ads built using AI workflows

Discover why verified CTV is becoming the next major profit center.

‍🏈 Are You Ready for Game Day?

The Big Game is coming up fast and it’s one of the biggest second-screen moments of the year.

While fans are watching the game, they’re also scrolling nonstop.

That makes game day a high-intent window for ecommerce brands that know how to show up.

If you’re running Meta ads, February 8 is a prime opportunity to tap into elevated attention and impulse behavior.

Here’s how the Pilothouse Meta team recommends approaching it.

1️⃣ Design for Mobile:

Most viewers are scrolling on their phones while the game is on.

• Prioritize feed and story placements
• Keep copy short and scannable
• Use bold visuals that communicate the message instantly

2️⃣ Lean Into Convenience:

Impulse buying peaks during high-attention moments like game day.

• Highlight free shipping
• Call out fast delivery
• Reinforce risk reducers like money-back guarantees

If your brand makes life easier during a busy or social moment, say it clearly.

3️⃣ Run A Game Day Promo (If It Fits):

If your product aligns with snacking, wellness, apparel, etc., now is the time to run a limited-time offer!

Lean into urgency with clear deadlines:

• This Weekend Only
• Order Before Sunday Night
• Ends Sunday at Midnight
• Save with Code: GAMEDAY

👉 But remember: brands should avoid using “Super Bowl” in ad copy unless they have official rights.

The NFL strictly enforces trademark usage, so most advertisers use “The Big Game” instead to stay compliant while still tapping into the moment.

4️⃣ Prepare to Scale:

Last year, Pilothouse accounts saw stable CPMs and improved performance on game day:

• Spend: +6.46%
• CPMs: –2.55%
• 1-day click cost per purchase: –6.22%
• 1-day click ROAS: +7.94%

Consumer intent is high, and performance often improves but only if you’re ready to lean in when the data supports it.

The takeaway?

Optimize for mobile, emphasize convenience, use compliant language (“The Big Game”), and build urgency around short windows.

If performance holds, don’t hesitate to scale. This is one of the rare days where attention and intent spike at the same time.

Test smart, watch performance closely, and take advantage while consumers are already tuned in.

‍🚀 The 1916 Company Unlocked 3x ROAS With CTV

Luxury brands can’t afford wasted impressions or unclear results.

🤝 That’s why The 1916 Company partnered with Vibe.co to elevate their digital presence, driving measurable engagement and revenue growth through Connected TV.

CTV offered a rare combination of a high-trust environment and hyper-targeting capabilities, enabling them to reach a highly specific audience and maximize their marketing spend. 📈

👉 Here's a few standout results:

• 10x click and buy ROAS across all CTV spend
• Competitive cost per website visit in prospecting campaigns
• High conversion efficiency vs. other paid channels
• Clear trust-building impact

Get the full story behind their CTV success.

‍🎧 How Breath Death Cracked TikTok Shop: Funnels, Affiliates, and $0 Creator Content

Thomas Robinson, VP of Growth at Breath Death shares how he helps brands turn chaotic traction into scalable funnels and converts creator buzz into sustainable growth.

In this episode, we cover:

• How YouTube influencer authenticity became a systematic funnel driver.
• Why TikTok Shop is the top strategic revenue channel and how it boosts Amazon performance.
• The three‑part funnel framework for a cohesive landing page.
• Why psychographics beat demographics in creative.

▶️ Watch the full episode on YouTube.

🎧 Or listen here on Spotify.

‍One of the biggest social media trends to come out so far in 2026?

2016 nostalgia. Users are romanticizing that pivotal year in pop culture by posting throwback photos and videos on Instagram.

Brands like Swoon are getting in on the throwback fun by sharing how tastes have changed in the past 10 years.

These meme-inspired posts show how brands understand what was trending then and now (while plugging their own products in the visual).

‍📺 You’re missing out on net-new audiences if you’re not doing CTV. Uncover hidden buyers and see how DTC brands scale in Vibe.co's Ultimate Guide to CTV. Grab your free copy here. *

‍📥 Got a B2B Biz?

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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.