📦 - Barry Keoghan Hard Launch

DTC 577 - NYX Pride Campaign, Meta Ads Drop Model, and Search Surge Tuesday, June 11, 2024 Hey DTC fam! This is Eric, co-founder of DTC and host of the DTC Podcast. I’ve always loved digital media, but in-person events are electric. Whether I’m hosting or attending, the value I get from mixing it up with my peers is massive. I’m excited to announce that this summer, July 9th, I’m going to be hitting the stage at GROW New York City to help moderate some critical growth conversations with brands like Andi, blendjet, Four Sigmatic, Bark Box, and Jones Road. Want to mix it up with me and 1000 growth marketers? [Grab your ticket before they sell out](. Here’s what you’ll find in today’s DTC: 🏳️ 🌈 We analyze NYX’s powerful and inclusive messaging in their ‘Families Can’t Be Framed’ Pride campaign. 📝 Learn why the Meta Ads product drop model works so well and how to maintain your ad performance in an election year. 🔥 What are you doing here _____ _________?! We explain why this Irish actor is trending more than usual. You’re reading this newsletter along with new subscribers from: Air France, Neobiomics, and Greenes Shoes. 👋 GROWTH 🚀 The Right Team Can Make Or Break Your Brand… Are you confident that you have the absolute best team around you and your brand? If you feel that: - Your current agency isn’t completely focused on what actually moves the needle - They aren’t truly aligned to your ROI goals - They’re leaving your money on the table - Or maybe you’re just looking for a second option We should chat…👇 [Pilothouse]( (DTC’s sister company) has a few spots open and we’re looking for 3 brands we can sink our teeth into. We’re hungry problem solvers, ROAS generators, and partners in your growth, right down to your bottom line. 🤔 Sound interesting? [Chat with someone on our team now]( - no obligation. We make money when you do. BRAND CAMPAIGN 🏳️ 🌈 NYX’s ‘Families Can’t Be Framed’ Pride Campaign The makeup brand NYX launched [its "Families Can't Be Framed" campaign]( during L.A. Pride with a powerful message that will resonate with its LGBTQIA+ audience. The inclusive campaign message: Their campaign creates an emotional connection with their audience by zeroing in on a common pain point in marginalized communities: parental rejection. A GLAD study shares that nearly 40% of queer adults face rejection from their birth families. The campaign helps generate awareness of this statistic and emphasizes how a chosen family can be a source of unconditional love and acceptance. The campaign highlights three high-profile chosen families as inspiration: - Members of the [House of Avalon collective](, a group of drag queens, stylists, and creatives. - Professional football cheerleaders [Napoleon Jinnies](, [Jose Capetillo](, and [Eswinn Diaz](. - LA LGBT Center members Jack Alghannam, Mark Chavez, Heather Torres, Roblez, Daniella David, and Rhanyon Orosco. Last week, NYX hosted an immersive event during L.A. Pride, creating a vibrant house party experience for its fans. During the activation, visitors could take their family portraits with their chosen families and participate in product giveaways. This was a brilliant way to generate UGC content but it gives the photo op experience more of a personal meaning for visitors because of their powerful campaign message. And as part of their Pride campaign, NYX created [an educational quiz]( on their site in partnership with the [Los Angeles LGBT Center](. The quiz teaches others on how to be an LGBTQ+ ally. Those who complete the quiz will be given an official certificate of Allyship plus a 25% code to shop on NYX’s site. The takeaway? When creating a Pride campaign, strong messaging is key. Consumers are wary of brands that group colorful products during Pride month as a sales opportunity. These businesses are easily accused of 'rainbow washing' and participating only for profit. Brands that show up authentically and create a powerful message that resonates are sure to win over more customers and generate loyalty in the long run. GET SELLING 🔓 You’ve Got Access to Walmart Marketplace’s Most Competitive Rates of The Year… When it comes to a marketplace partner, you want a platform that’s invested in and cares about your success. That’s [Walmart Marketplace](. 👋 Walmart Marketplace’s low referral fees are the only cost to sell. No monthly fees or setup costs. And right now, they’re lower than ever. New sellers get up to 50% off referral and fulfillment fees.* [Get Started and Get Selling]( *Conditions apply *Sponsored PODCAST 🎧 Crushing The Drop Model on Meta Ads In this episode of the pod, we are joined by Nate, Taylor, and Jacob from [the Pilothouse Meta Ads team](. We’ll review the product drop model and how to use it effectively and dive into early Q4 planning for DTC brands. We also discuss how businesses can maintain effective ad performance during increased CPMs during an election year and share details on how the state of Meta Ads has changed from last year, with some interesting stats! Nate explains: “While CPMs are up and spending is flat, we are noticing an increase in AOV and ROAS YoY due to bundling and upsells.” In this podcast, we cover: - Mastering Product Drops: Discover how planning product drops around seasonal events and holidays can boost engagement and drive sales. - Q4 Planning Essentials: Learn why early Q4 planning is crucial and how it can help you manage increased competition and costs due to the Olympics and political ad spending. - Advanced Meta Advertising: Insights into utilizing Meta’s Advantage Plus segmenting features for optimal ad performance. 👉 You can listen to the full episode with Nate, Taylor, and Jacob [here](. 📈 SEARCH SURGE Trending This Week: Searches for Irish actor [“Barry Keoghan”]( are at an all-time high. Why is this happening? Online users can’t get enough of the Saltburn star after he made a surprise appearance in rumored girlfriend Sabrina Carpenter’s latest Bonnie and Clyde inspired music video Please Please Please. Who should hop on this trend? The surprise hard launch has the internet losing their collective minds over the couple and is the perfect meme opportunity for brands. ⚡ QUICK HITS 🤔 How do you revamp your customer journey for 3.5x conversions? According to the New Customer Journey, adding UGC to your product pages can make that lift. For more insights, [download the guide here](. * 📰 NEWS - Instagram [tests a new Trial Reel feature to allow brands to test videos with non-followers before sharing them publicly](. - Dr. Squatch [insures Nick Cannon’s family jewels for $10 million as a way to build buzz for their new men’s grooming line](. - TikTok [appoints new legal counsel to fight U.S. ban](. SPONSOR DTC 📥 Got a B2B Biz? 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? - 🍳 Cam Bush on [Hexclad’s Omnichannel Strategy For 9 Figure Scale]( - 🛒 [AKNF 409:]( Master Pre-Purchase Upsells with Aves - 🏆 Van Oakes on [How To Boost Your Sales with Strategic Giveaways]( - 📺 [AKNF 407:]( YouTube Full Funnel Breakdown with Kari - 💎 How Anna Harman [Grew Studs To An 8 Figure Brand]( - 💣 [AKNF 405:]( Navigating Email Landmines + Bot Click Clarification - 📈 The Marketing Millennials on [Cracking the DTC Success Formula]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](