📦 - Ad Creative Inspo: FOOH

DTC 612 - FOOH Marketing, Email Automation Fixes, and Underconsumption Core   Tuesday, July 30, 2024 Good morning, OpenAI is testing a SearchGPT prototype to compete with Google’s dominance in the search market. The tool will summarize search results with source links in response to user queries, allow users to ask follow-up questions (similar to Perplexity), and eventually be integrated into ChatGPT. More on this below in our News section. Here’s what you’ll find in today’s DTC: ☀️ What’s trending: FOOH marketing. Caudalie’s recent cheeky campaign showcases how their best selling product can clean up the Seine River. 💰 How to streamline your email automation to be even more efficient and improve customer retention. 😇 And…have you heard of underconsumption core? Learn why this trend is taking over TikTok. You’re reading this newsletter along with new subscribers from: [Stubben](, [Londre Bodywear](, and [Blue Ridge Chair](. 👋   [Advertisement] BFCM 🍕 No Matter How You Slice It, The Days Are Going To Pass… You and your competitors have the same amount of time before BFCM. ⏱️ What sets you apart is how you use that time. Are you making every day count? Building towards your goals? Defining your strategies? Don’t add extra work on your plate. [Use Klaviyo’s BFCM planning calendar]( to stay on track with day-to-day guidance, tactics, and to-dos. 📔 [Use the calendar]( to know when you need to: - 1️⃣ Start auditing your last year's performance - 2️⃣ Take a peek at your competitors’ BFCM 2023 campaigns - 3️⃣ Test new segmentation strategies to see which groups are engaging - 4️⃣ Set up unique discount codes in Klaviyo to keep your welcome discount exclusive And SO MUCH more… It can be daunting to check off tasks day-by-day, but if you’re not ready, somebody else will be… [Get Your BFCM Planning Calendar]( *Sponsored   AD CREATIVE INSPO 🤩 Caudalie’s Captivating FOOH Advertising Campaign This creative style is trending big. More and more brands are leveraging FOOH to create captivating campaigns and wow social media audiences. What’s FOOH? FOOH is a twist on OOH marketing (out-of-home marketing). It stands for fake out-of-home marketing because although it looks like it takes place in the real world, it's actually been digitally altered using CGI or augmented reality. Here’s [a FOOH marketing campaign example]( that caught our eye. 👀 The French skincare brand Caudalie released this timely social media post about how their best-selling serum can clean up the Seine River ahead of the Summer Games (a hot topic the past few weeks). Not only is it relevant, but it also showcases the effectiveness of their serum in cleaning up dark spots so it’s safe to swim. Other reasons why this FOOH marketing campaign works so well: It makes audiences do a double take: The attention-grabbing ad looks realistic enough (at first), so when computer-generated images are introduced, viewers question whether what they are seeing is real or not, making it highly memorable so the brand message sticks. It's innovative! If you want to do something creative for your next campaign, add these special effects to transform your regular ad into a stellar one. Who knows, maybe it will even go viral on social media so you can extend your reach. It's cost-effective and more environmentally friendly: These FOOH ads eliminate the need for billboard space or printing expenses. This is great for brands with limited resources who want high engagement and impact. It also helps reduce waste, which appeals to environmentally conscious consumers. Have you seen any cool FOOH campaigns? Send us your favorites by replying back to the newsletter!   DIRECT MAIL 💔 If Your Digital Marketing Is Feeling A Little Broken, You’re Not Alone… With auction-based pricing, increased competition, and constant algorithm changes, digital ads are getting more and more unpredictable. But sending direct mail with [Poplar]( is only getting MORE EFFECTIVE thanks to improved technology and targeting. 🎯 [Poplar is a modern approach to direct mail that enables you to send effective campaigns in minutes with the same targeting options as digital channels](. Yes, that means you can send physical postcards utilizing your abandoned cart retargeting, customer retention, and even lookalike prospecting. Worried about the increase in USPS postage rates? With Poplar’s new reduced Pro pricing, you can [send a postcard]( for as little as $0.52. 👏 [See How Poplar Can Help Your Brand]( *Sponsored   PODCAST 🎧 How To Fix Email Automation Overload and Improve Retention In this podcast episode, Jordan Gordon, [Director of Retention at Pilothouse](, shares his expertise on refining email marketing automations. We delve into the importance of auditing your email setup to avoid inefficiencies and improve customer retention. Jordan explains, “Automations become this kind of Frankenstein beast... a series of good ideas put together, but over time, it becomes a mess.” In this podcast, we cover: - Achieve Email Efficiency: Learn how to identify and streamline overgrown email automations. - Lifecycle Focus: Understand the critical automations for each stage of the customer lifecycle and retention strategies. - Metric Mastery: Discover the importance of using tools like Klaviyo and accurate email metrics to improve deliverability and performance. 👉 You can listen to the full episode with Jordan [here](.   📈 SEARCH SURGE Trending This Week: [Underconsumption core]( Why is this happening? This is a breakout search as social media users take to TikTok [to show off their underconsumption habits]( as an antidote to overconsumption and the pressure to participate in consumerism. Who should hop on this trend: Brands can emphasize value for money by emphasizing the quality or long shelf life to attract younger consumers who want to make more thoughtful shopping purchases.   ⚡ QUICK HITS 📊 Looking to 5X your Amazon sales in 2 months? Of course you are. Farmacy, Magic Spoon, and Unilever are using Stack Influence's micro-influencers to launch new products and beat the competition. [Sign up here](. *   📰 NEWS - OpenAI [takes on Google with new AI search engine SearchGPT](. - Ads [are coming to Google’s AI Overviews soon and will start testing in the US first](. - Reddit [launches lead generation ads powered by Zapier integration](. - GAP [collaborates with L.A. brand Madhappy on a 90s-inspired archival collection](.   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? - 🍺 Duncan Frew on [the Whisky Business and Return of The Rascal]( - ⚡ [AKNF 423:]( Optimize Post-Click Experience With Landing Pages - 🕶️ Parker Godfrey on [How Kiaura Went Viral on TikTok Shops]( - 😆 [AKNF 421:]( Grow Top Of Funnel With Humor and Controversy - 🌽 FFUPS founder Sam Tichnor on [How He Scaled Snacking]( - 💰 [AKNF 419:]( Bidding on Branded Keywords on Google Ads 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](