Good morning,
Here’s what you’ll find in today’s DTC:
1️⃣ The cheapest ad creative in your account might also be the best performing
2️⃣ We look at creator-led brands like MrBeast’s Feastables and how to survive beyond launch hype
3️⃣ The story of going 100% agentic on Meta at a $1B brand
You’re reading this newsletter along with new subscribers from: Tap Health, Feetures, and So Stumped. 👋
📸 Why Unedited Photos Deliver High CTR and ROAS
Having a diverse range of creative in your Meta ad account is key, and that includes simple product shots with no fancy editing or text overlays.
Scaling with unedited product photos can be a significant lever for brands that have fewer resources for graphic design but plenty of product shots on hand.
The Pilothouse Meta team has found that mixing in unedited statics supports scaling across multiple industries.
Below are recent results from testing unedited product photos for an apparel brand generating $10M annually on Shopify:
Despite lower total spend, the unedited product photos delivered a higher ROAS, better CTR, and a lower CAC.
Why this format works so well:
Ultimately, scaling with unedited product photos is a super simple but effective way to connect with your audience authentically.
By leveraging raw, straightforward product shots, brands can see results while also diversifying their ad accounts with creative that includes text overlays and USP callouts.
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Selling Your Own Stuff Is A Different Game
Creator-led brands are everywhere, but having a massive online audience doesn't guarantee success.
In this episode, Aves breaks down MrBeast’s Feastables. Despite having a following, many of Jimmy Donaldson's ventures have struggled to build lasting brand affinity. This episode explores why.
You'll learn:
🚀 Going 100% Agentic on Meta at a $1B Brand | True Classic's Ben Diamond & Triple Whale's Maxx Blank
We filmed this episode of the DTC Podcast live at True Classic HQ in LA, and it's one of the more honest conversations we've had on the show about what it actually looks like to go all-in on AI inside a fast-moving consumer brand.
Ben runs True Classic, a DTC brand doing over $1B in revenue, shipping to 190 countries, with product in Costco, Target, and their own retail stores.
Maxx built the AI operating system that powers a lot of how True Classic makes decisions.
The two of them have been building together for years, and it shows in this episode.
The conversation covers Triple Whale's Moby 2 and how it functions as a proactive operating partner rather than a query tool. It covers True Classic's autonomous media buying setup on Meta, how they've cut production costs by millions using AI-generated content, and how they're thinking about one-to-one personalization at scale across every customer touchpoint.
Ben's framing on where this is all going is worth the full listen.
🤔 How often do you readjust your marketing plan while executing it? You're not alone. We surveyed 540+ DTC operators with Keen and found a way to break that pattern. Grab the report. *
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Meta expands Business Agent to IG. The AI tool manages customer support, recommends products, and closes sales 24/7. Read more →
Google launches Search profiles. This new feature allows publishers and creators to highlight social and video content across platforms. Read more →
Phlur taps Olympian Suni Lee. The gold medal gymnast becomes the fragrance brand’s first-ever celebrity-led ambassador. Read more →
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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.
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