Good morning,
Today is the day! 🌘
Fun fact: The total eclipse will last two and a half hours, but the totality will only last around 4 minutes at locations along its path.
Some of the hottest spots to view this rare celestial event include Niagara Falls, New York; Cleveland, Ohio; and Radar Base, Texas.
The sky will be completely dark briefly before the sun emerges.
Just ensure you have a pair of eclipse glasses to avoid frying your eyes.
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: BEAR Snacks, Rebs Natural Cleaning Co, and Amatus Skin. 👋
If you haven’t started thinking about how the loss of cookies will impact you, you need to start. Marketers are being challenged to find innovative ways to understand and engage their audiences. But, where do you go when you’re not even sure where to start strategizing?
Lucky for you, Wunderkind put together the essential guide for the new era of data. The Identity Playbook.
Want to know the difference between zero-party, first-party, second-party, and third-party data? Identity Playbook. Don’t know how to leverage those types of data? Identity Playbook.
After reading, you’ll come away with:
Cookies are going away. Be prepared for the new era of data. 👇
*Sponsored
Meta Ads can feel like trying to solve a Rubix Cube with more than a thousand pieces.
At Pilothouse, the media buyer’s job is to find every possible creative and targeting combination to achieve optimal buyer conversion. The pixel’s job is to accelerate the process by taking your inputs and learning what works best. This takes time, especially when your pixel is ice-cold and has never been served to a user.
Here’s the thing: Meta is more than just a collection of human data points like age, gender, and location (common factors we think of during ad creation).
Instead, Meta’s algorithm sorts across multiple dimensions, finding 3x more users, which is most similar to the small sample of ‘target users’.
For DTC ecommerce brands, these 'target users' are past converters you send to Meta via Purchase Events, via Pixel or a CAPI server connection.
How to Warm up the Meta Pixel:
From here, these are the data points Meta will be able to pull from users:
To leverage Meta’s robust algorithm, Pilothouse suggests to stop thinking that the algo is a marketer and understand the machine is a system testing every combination to learn and optimize.
This is a story of how Rare Beauty used a popular TikTok hack to inform their product development process.
The backstory
In 2022, this DIY makeup hack video quickly went viral on social media. 📈
The user mixed Rare Beauty's popular liquid blush with their highlighter to create an iridescent look, and beauty creators were quick to jump on the trend. ✨
The glowy makeup hack quickly took over #BeautyTok and gave Rare Beauty a big organic boost in social engagement.
💡 But it also gave the brand helpful feedback for product development.
If customers liked this glowy blush look so much…
Why not create a product that could replicate it?
Fast-forward two years, and Rare Beauty recently launched a new product inspired by this DIY trend: The Soft Pinch Luminous Powder Blush. The latest product is 'a radiant blush that lights up all skin tones,' and fans quickly noted where the inspiration came from!
The product quickly sold out on their ecommerce site, but knowing the demand was there, the brand promptly restocked for customers eager to get their hands on the product.
The takeaways?
Giving people what they wanted made selling easy.
If you haven’t migrated yet, this is a reminder that on July 1st, GA4 will fully replace Universal Analytics properties.
Join dozens of B2B companies finding demand-gen success through our niche community of 160k 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.
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Please note that items in this newsletter marked with * contain sponsored content.
DTC 2023. All Rights Reserved.
DTC is fueled by Pilothouse company registered in Victoria, BC, Canada.