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Good morning,
Mark Zuckerberg celebrated his 40th birthday last week with a nostalgia party! š
His wife Priscilla Chan recreated a miniature version of several places he lived in, including his Harvard dorm room and childhood bedroom.
And no milestone celebration is complete without a good olā roast.
Wonder if anyone brought up that Zuckerberg was able to pay for a $300 million super yacht with the bajillion dollars Temu spent on Meta Ads?
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Hereās what youāll find in todayās DTC:
š¤ Learn how to spot bot clicks and avoid triggering high spam rates in your email campaigns.
š¤§ We breakdown why this Bridgerton-inspired ad campaign does a brilliant job of highlighting allergy relief brand Flonase.
š² Andā¦ a reminder that youāre losing money if youāre not regularly doing this with your SMS list.
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Youāre reading this newsletter along with new subscribers from: Brightside Seafood, Huish Outdoors, and ReWest. š
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š§ Navigating Email Landmines and Bot Click Clarification
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In this episode of the pod, we chatted with Jogo, the Email and Retention Director at Pilothouse, to continue the discussion about inflated clicks due to bots in email campaigns.
We review Klaviyo's new bot click exclusion feature and its limitations. We also discuss the concept of 'landmines' in email marketing and how to handle them. Ā
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Jogo explains: "If you're resending a piece of content and excluding everyone who opened it the first time, you're sending to only people who don't open emails. The engagement on that message will be very low and send the wrong message to Gmail. You're basically telling them, we send messages people don't engage with."
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In this podcast, we cover:
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š You can listen to the full episode with Jogo here.
šāāļøš¤³ Why āIGCā Crushes Boring-Old Ad Content
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These creators bring your products to life in ways that resonate deeply with their followers. For you, this means: more likes, more shares, and more conversations around your brand.
With SARAL, finding the perfect influencers for your niche is a breeze. Automate outreach, send free products, and let influencers create content that captivates.
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š Flonaseās Winning Bridgerton Ad Campaign
Dearest gentle reader, itās the social season but also the season of spring allergies.
The much anticipated third season of Bridgerton has finally arrived, and the allergy brand Flonase partnered up with the popular show to create a brilliant campaign leading up to the Netflix premiere.
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Fans have given the two lead characters, Penelope Featherington and Colin Bridgerton, the couple name Polin. Flonase used this as a clever play on words for their campaign.
Polin, Pollen, get it?
The Regency-inspired ad campaign is a nod to the showās popular aesthetic and even uses a similar-sounding narrator to delight viewers.
In the commercial, the narrator mentions spring is in bloom and likens it to romance, but a young coupleās stroll in the garden is quickly interrupted by lots of sneezing. š¤§
The narrator lists the ailments: sneezing, runny nose, and itchy eyes before the couple dashes to a new apothecary for a remedy.
The punchline? The remedy, Flonase, wonāt be readyā¦for another two hundred years.
The ad ends with the tagline: āThere is only room for one Polin in the Ton.ā
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Why this creative works: š
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Integrates product into the Bridgerton universe: This cheeky commercial does such a fantastic job of capturing the look and feel of the show that it doesnāt feel like an ad at first but rather a preview clip of the show.
All the playful nods to the Bridgerton universe are evident from the musical score, corseted dresses, and the Lady Whistledown paper.
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The timing couldnāt be more perfect: The showās premiere coincides with peak spring allergy season so it does a great job of keeping the brand top of mind.
This creative does a great job of positioning Flonase as a solution to a common ailment while delighting Bridgerton fans with the playful use of āPolin.ā
āš IN THE SOCIAL SPHERE
Stop sending messages to people who arenāt engaging!
They might be more receptive on a different platform, but repeatedly messaging someone who isnāt interested will make them see your brand in a negative light and also lower your KPIs.
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āā” QUICK HITS
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š„ Got a B2B Biz?
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āHave you heard our latest podcasts?
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Donāt forget to rate the DTC Podcast on Apple (āļøāļøāļøāļøāļø)
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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