Good morning,
Instagram is making finstas official and testing a new feature called Flipside. It lets you make a private account just for your close pals (or even start fresh with no connections).
💡 If brands find a way to get into user’s inner circle, it’ll be way easier to create more personalized content and ads.
Catch you on the flip side! 😉
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Molly’s Master Clean, Energy PowerSports, Kaleida Health. 👋
VYPER Industrial’s Q4 goal was to “blow this thing up.” 📈 What does that actually mean? In simple terms, get more revenue without burning through a s#@* load of ad spend.
Testing and acquiring purchase-optimized cold traffic through October allowed the Pilothouse team to go into the big sales season with confidence.
The next step was to execute — the plan looked a little like:
1️⃣ Set thresholds for daily margin that protects the business bottom line. ⚔️
2️⃣ Positioning 'uncap spend' targets where met meant spend could be increased to the moon. 🌙
3️⃣ Rake in the revenue. 💸
The result? Campaigns cranking, an ad that reached 15x ROAS, and 239% growth from October to November.
If your brand is looking for results like VYPER…
Book Your Exploratory Call To Get Started
Here’s a brand collab we never saw coming.
Canadian actor Michael Cera has been spotted on the streets handing out bottles of CeraVe lotion, sending the internet on a wild goose chase to figure out what the heck is going on.
What’s happening?!
CeraVe’s marketing team did a brilliant job of teasing the partnership by tapping gossip site Deuxmoi to ‘spot’ the breaking news.
It’s not obvious this is a paid partnership with Deuxmoi at first since it fits in so well with the rest of their organic content. This user submission just looks like a normal email at first… 🕵️
The hilarious email perpetuated a false rumor that Michael Cera might be the owner of CeraVe (Cera, CeraVe? Get it?) and that’s the reason for his baby soft skin.
The impact?
Users quickly searched online to see if this was fact or fiction, causing an uptick in searches for the skincare brand. 📈
Why this brand collab works:
OG fans of the skincare brand know that it was founded by dermatologists, but this campaign is a smart way to get more Gen Z customers to learn more about the history of CeraVe sprinkled with some chaos and confusion.
Online users are already loving the punny collaboration and are praising the brand for their creative approach.
We’ve seen successful punny celebrity collabs in the past with Bubly and Michael Bublé’ and we’re sure this won’t be the last!
2024 and the old one-off approach to influencer marketing don’t mix. If you’re paying for posts from UGC marketplaces and hoping for the best, you should know your customers are seeing right through it.
SARAL helps brands take the scientific approach so your influencer campaigns virtually build themselves and you gain a community of ambassadors that promote your brand on the regular.
With SARAL, you can:
Skeptical? Book a call with their team.
In this episode of the pod, we sit down with Jocelyn and Abby from the Pilothouse Meta team and discuss Valentine’s Day marketing and innovative strategies used by popular ecommerce brands.
In this podcast, we cover:
👉 You can listen to the full episode with Jocelyn and Abby here.
It’s almost time for the Big Game which means you are bound to see tons of Super Bowl ads soon featuring big brands and celebrities.
But even if you’re a smaller business, there are still ways to get in on the action and gain visibility during the most-viewed U.S. broadcast of the year. 👀
Easy Super Bowl Marketing Plays:
These are some fun easy ways to get in on the action leading up to the big day.
❗ Just remember, the NFL has trademarked the phrase Super Bowl so make sure to use an alternative wording for your campaigns instead.
How is your business celebrating?
Let us know by replying to the newsletter!
📈 Increase your sales while helping the planet. Wren’s free webinar on January 31 will explore how sustainability efforts can build customer loyalty while doing right by our environment. Register here. *
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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