Good morning,
If you think the Super Bowl is the greatest advertising stage for brands, think again. Canned water brand Liquid Death is now auctioning off advertising space on eBay and promises its reach is wider than the Big Game.
The winning brand will appear on 500,000 Liquid Death boxes and the unconventional campaign is already generating lots of buzz online.
This seems like a great deal considering the average cost of a 30-second Super Bowl ad is $7 million. 💰
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Howell To Sports, Let Me Show You London, and Remo Health. 👋
Since inception in 2001, Journee had grown substantially. But, they hadn’t yet managed to find the optimal strategies for improving their deliverability, campaign and flow performance, customer retention, or list size. Until… 👇
They found a scale partner in Pilothouse. When auditing, the team found a big problem… Journee’s emails were NOT landing in the main inbox. 😰
After a full IP rewarming process, Pilothouse formulated a growth plan that included:
Just six months after starting, Journee saw a 354% increase in clicks, 190% increase in conversion rate, 254% increase in revenue per email sent, 1217% increase in orders, and SO. MUCH. MORE. ✅
🚨 Take your brand from overlooked to overbooked.
Got a custom report made in Meta? ✅ We love to hear it.
Here’s a deeper dive from the Pilothouse Meta team on how breakdowns work in Meta Ads reporting and why you might want to use custom breakdowns.
Did you know…the breakdown section of Meta Ads reporting comes with presets that can help you view data based on various attributes and guide next steps in an ad account?
Standard breakdowns are available for delivery, time and level, and can be applied to show metrics based on different segments.
Here’s an example of a platform breakdown for one of Pilothouse’s partners. Looking at the data, Instagram has made up 9% of ad spend for the last 14 days and is running at a ROAS that’s 57% higher than Facebook. 👀
A strong next step in this account would be launching an ad set that targets Instagram only to see if the team can scale spend on Instagram while generating more efficient results. 📈
In ads reporting, you can also create custom breakdowns to look at different segments of data. This can be done at the campaign, ad set, and ad level.
Learn how to create a custom breakdown here.
Have you heard of the brand Topicals?
This BIPOC beauty brand launched back in 2020 and quickly gained a cult-like following with Gen Z for its eye-catching packaging and inclusive messaging.
The highlights:
Today we’ll take a look at how Topicals connects with Gen Z through inclusive imagery, community building, and its social impact.
1️⃣ Celebrates Diversity
This BIPOC brand celebrates diversity by creating products focused for melanin skin and common pain points like hyperpigmentation.
You can see this reflected in their website photography and social media channels.
Gen Z is the most racially and ethnically diverse generation, so having inclusive imagery from real-life customers is a major win. 🏆
The brand opts out of using professional photography and focuses more on user generated lifestyle content.
2️⃣ Community Building
Topicals does an excellent job of building a strong community and branding it in a fun way.
On their website’s main navigation, you can find a tab called The Spottie Sphere which links to their loyalty program and community hub.
Their tagline ‘Connect. Build. Earn.’ breaks down what users get out of joining their online community but also outlines other important selling points like breaking the unrealistic expectations around beauty and empowering its members to co-create a community with them.
The brand also focuses on community by creating community powered playlists and holding community photoshoots that puts fans of the brand front and center.
3️⃣ Mission Driven
Along with being vocal about unrealistic beauty standards, the brand also advocates strongly for mental health issues which is a big issue among all generations but especially Gen Z.
Their social impact page outlines their commitment to mental health initiatives and how they donate 1% of their profits to mental health organizations.
If you’re looking to attract more Gen Z customers, Topicals is an excellent brand to follow closely.
Know of any more BIPOC brands we should highlight? Reply back to the newsletter and let us know!
🌎 Becoming an eco-friendly brand is easier than you think. Partner with CleanHub and reduce plastic pollution with every customer purchase (or at least collect more than you produce!). Get started here. *
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Here’s a copywriting tip. Instead of focusing on how to sell your product, hone in on your customer’s needs to write a copy that converts.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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