📦 - How SPF Brand Supergoop Took Over Coachella

Thursday, April 18, 2024

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Good morning,

Users on X have noticed that ecommerce giant Temu has added thousands of Meta ad campaigns just in the last week.

The sudden spending blitz has some advertisers nervous about rising CPMs due to aggressive competition.

Check out our News section for the full story 👇

Here’s what you’ll find in today’s DTC:

• How sunscreen brand Supergoop positioned its product as a must-have for Coachella.  
• Stop making this common branding mistake! We mean it. Stop it. Right now. ❌
• And… Here's a copywriting tip for the next time you write sales copy.

You’re reading this newsletter along with new subscribers from: Rush Bowls, Dr. Squatch, and The Grapery. 👋

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BRAND POSITIONING

☀️ How Supergoop Became The ‘It Girl SPF’ During Coachella

How are you positioning your products for festival season?

As the masses head to the desert this week for Coachella, we’ve seen DTC brands invest heavily in influencer marketing and Instagram-worthy activations to generate timely UGC.

One brand making a big splash this year is Supergoop!The sunscreen brand went all out to ensure its SPF products were sought after staples during the Festival.

Here’s a closer look at Supergoop’s festival marketing strategy.

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1️⃣ Built Pre-Festival Buzz on Social

Before Coachella started, Supergoop got all its followers in the festival spirit by making noticeable changes to its Instagram feed. They switched from their signature blue and yellow color palette for a more blood orange aesthetic to hint at their return to Coachella.

They regularly posted leading up to the event, which included this post about the return of their Glowtel activation and this creative hide-and-seek post.

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This is a great example of how a brand can create content relevant to festival-goers while seamlessly integrating its products into an eye-catching visual.

Their social content feels fun and summery, which works well with the festival vibe.

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2️⃣ Surprised Fans with Music Video Product Placement

At the start of the festival, Supergoop received a wave of brand mentions and PR buzz once Sabrina Carpenter dropped her new music video for the song Espresso.

Why?

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Because Supergoop’s sunscreen made a surprise appearance in the video!

The product placement was a great way to keep the brand culturally relevant with an endorsement from ‘It Girl’ Sabrina Carpenter. And the new song got even more attention after the singer’s Coachella performance, making more festival-goers curious about the product.

It also doesn’t hurt that the catchy pop song is already being called the song of the summer. 😎

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3️⃣ Gifted Products in Glowtel Activation

The brand welcomed influencers to its ‘Glowtel’, their branded destination, which was also a hit last year.

During the activation, they gifted sunscreen products, allowed attendees to bedazzle their favorite Supergoop products, and encouraged creators to film and promote the experience on social media.

Offering free swag is an easy way for the brand to get products into the hands of creators and influencers, who can then review them later and generate UGC for social proof.

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The takeaway?

• Supergoop successfully positioned their products as festival staples. The brand made their tinted SPF Glow Screen product the star of their creative and a must-have for concert-goers looking for a ‘festival glow’ and sun protection.

Investing in a high-profile event like Coachella can lead to more brand and product awareness and the timing couldn’t be more perfect for an SPF brand like Supergoop as we head into the summer months.

What was your favorite brand activation during Coachella? Reply back to the newsletter and let us know!

INFLUENCERS

🤔 Are You Building A Community Or Just A Campaign?

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PODCAST TEASER

🎧 Stop Making This Common Branding Mistake!

Avery, Pilothouse’s Social Division Content Lead, will be on the AKNF podcast tomorrow and you don’t want to miss this episode! 👀

We’ll let Avery explain why you should listen closely because she’ll be going over common brand mistakes. 👇

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STOP making this common branding mistake if you want to make more 💸

“This is one of the most common mistakes I see people exactly like you make 👀

First, let me explain what I mean by people exactly like you.

If you’re reading this right now, I’d bet you’ve got a DTC business that you’re looking to scale or are a marketing professional who wants to keep on top of the latest and greatest in the industry.

I’d also bet that whichever of these categories you fit into, you have impeccable taste in newsletters. Wink, wink. Nudge, nudge. 😉

But I didn’t just pull that out of thin air, did I?

It’s demographics, pal. It’s my understanding of my audience.

I’m not going to jump into the newsletter today to write a thesis on the new Beyoncé album (although I totally could). I won’t use up this space to review drillhammers (I sadly couldn’t) because while both of those things might be something you’re interested in, I don’t have the data to prove it, and I haven’t yet tested it out.

What I’m going to do is get your attention by delivering content I know you care about. It’s a way easier task and a way more efficient use of my time and yours for me to provide something you actually care about.

So why are you wasting ad dollars on audiences full of people who just don’t want your product?

Why don’t you apply the same logic to your paid marketing strategy and focus on the key audiences that make you money?

But I don’t want you to feel bad if you’ve been:

A) Forcing your product on unprofitable demographics
B) Not strategizing around your profitable demographics
C) Confused this whole time because what the heck is a profitable demographic?

My new All Killer No Filler podcast (which comes out tomorrow) will explore how to find this data and use it in your branding and marketing strategy to drive more profitable ad spend. And we all love profitable ad spend.” 🥰

🌐 IN THE SOCIAL SPHERE

If your customers aren’t reading until the end, how will they see your call to action? Try adding more white space to your copy. It helps break up the content and makes it easier to read!

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⚡ QUICK HITS    

🔓 Unlock popular trends for Gen Zalpha. Learn how newstalgia and dupe culture are driving the newest generation’s buying decisions. Stay ahead and get your copy of PRZM's Gen Zalpha Handbook here. *

📰 NEWS

• Ecommerce giant Temu goes on another Meta Ads spending blitz.
• LinkedIn is rolling out AI-powered takeaways and advice.
• Generative AI features are coming to Demand Gen campaigns for Google Ads.
• Powerade releases an emotional ‘Pause Is Power’ ad featuring Olympic gymnast Simone Biles.

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Have you heard our latest podcasts?

• 🌱 Epic Gardening’s Strategic Leap from Content to Commerce
• 🔍 Neil Patel on AI’s Impact on Marketing and Future Trends
• 🎵 AKNF 391: Strategies for Brands and Creators to Maximize TikTok Engagement
• 🧔🏻 Anthony Mink on Live Bearded’s EOS and Disrupting Legacy Capitalism
• 🔑 AKNF 389: Unlocking SEO Success in 2024
• 💰 Rick Cadotte on Four Sigmatic’s TOFU strategy after Meta challenges

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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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