Good morning,
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Act+Acre, Numi Tea, and Good Feels. 👋
🖐️ Put a Finger Down (Scale Edition)
If you’ve got two or more fingers down, it’s worth a conversation with Pilothouse. No obligation, just perspective from teams that’ve scaled brands like yours.
Pilothouse has driven over $1B in partner revenue for established ecommerce brands.
If you’re ready for strategy that actually supports scale, let’s talk.
👉 TL;DR: If “fine” feels risky at your scale, it probably is.
💡 Answer These 3 Questions Before Launching A New Campaign
With Meta's recent algorithm changes, account consolidation has become a top priority for media buyers.
Fewer campaigns with broad targeting is best practice and typically improves overall account efficiency on the platform.
But consolidation doesn’t mean everything belongs in one campaign forever.
It’s important to know when adding a new campaign will actually improve your brand's performance.
The Pilothouse Meta team is here to help. Ask these three questions so you know when it’s time to launch a new campaign:
1️⃣ Is the offer different?
If you’re launching a new product, a different pricing model, or a fully new offer, it’s likely worth launching in a new campaign to gather clean data, then consider consolidating after gathering initial data.
Trying to force a new offer into an existing campaign can sometimes slow learnings and weaken performance on your existing offers/products.
2️⃣ Are you launching structure or bid tests?
Structural tests should be broken out into new campaigns, using your evergreen strongest ad campaign as a baseline for performance.
With structure testing, launching a new campaign is a great idea if you’re testing:
3️⃣ Is the campaign underperforming?
If a campaign has significantly slowed over the last 7-14 days and all active creatives, new and old, are weak, it might be time for a relaunch.
A new campaign can reset learning and help hit new, higher-quality pockets of traffic, which will help give new creatives a better chance at performing.
The Pilothouse Meta team recently relaunched a campaign for a brand and saw a 39% improvement in cost per purchase for one brand with relaunching ads in a new campaign:
A good rule of thumb is to relaunch when the signal in your ad account changes or when you’re making larger swings as a brand.
If you’re just testing new ideas, angles, or creatives, consolidation is still king!
🎧 How SURI Sold 5,000 Toothbrushes In A Week: DTC Growth in A Boring Category
Mark Rushmore, co-founder of SURI, joins the pod to break down how they built a toothbrush brand people actually love.
From selling out 5,000 units in a week to hitting 15,000+ Trustpilot reviews, SURI is proving you can create DTC magic in even the most boring category.
What we cover:
▶️ Watch the full episode on YouTube.
🎧 Or listen here on Spotify.
Are all AI creatives beginning to look the same?
Ad expert Fraser Cottrell explains when everyone trains on the same inputs, AI assumes the consensus is “correct,” even if none of it actually converts.
Everyone copies the same format, and performance dies.
The takeaway? While AI can accelerate output, differentiation, and results still require real creative thinking guided by real performance data.
📥 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?
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.
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
