📦 - If You Feel It, Chase It

DTC 627 - Beats By Dre Ad Campaign, Data-Backed Creative, and Demure Search Surge Tuesday, August 20, 2024 Good morning, TikTok is fighting back in its latest court filing. It claims the potential U.S. ban could result in “the most sweeping speech restriction in the country’s history,” and U.S. fears about the app being used to spread propaganda are only speculative. The case will be heard on September 16, when TikTok will seek to block the law from taking effect. Here’s what you’ll find in today’s DTC: 🔥 We analyze Beats by Dre’s viral ‘Kim vs. Jim’ ad campaign and the tactics they used to build social buzz. 💡 We dive into how you can create your own data-backed creative strategy and find winning angles to scale your brand. 📈 And…the word everyone can’t stop saying. We explain why searches for ‘demure’ have skyrocketed and how brands can take advantage. You’re reading this newsletter along with new subscribers from: [Dawson Power](, [Acme Print](, and [Bellevue Boards](. 👋 PRODUCT STORIES 🛍️ BFCM Is Coming. It’s Time to Get Your Brand’s Story Straight These days, you can buy just about anything online. But consumers don’t just want something to buy. They want something to believe in. 👏 This Black Friday and Cyber Monday, [storytelling is crucial]( if you don’t want your PDPs to get lost in the noise. Product stories are how successful brands are winning the market, and [Eko]( is here to help you make them your secret weapon. 📑 Their [latest guide]( shows you how to craft product stories that highlight your products’ unique features and connect with your audience on an emotional level. Discover powerful strategies in using engaging visuals, simplifying complex features, and making your products relatable. Get ready to stand out from the competition and boost conversions this holiday season. It’s time to harness the power of storytelling strategy to make your PDPs pop. [Get The Guide Now]( *Sponsored AD CAMPAIGN BREAKDOWN 🔥 Beats By Dre’s Viral Ad Pits Kim K Against Jimmy Fallon [Beats By Dre’s Ad Campaign pits business mogul Kim Kardashian against mustard connoisseur Jimmy Fallon] [Beats by Dre]( recently tapped business mogul and reality star Kim Kardashian and late-night host Jimmy Fallon to be the faces of their latest ad campaign. But instead of working together, they are competing against each other to get their Beats collaborations released. And there can only be one winner. The ad campaign: In the 90-second commercial, Jimmy Fallon is overjoyed about working with the brand on a new launch. That is until he accidentally wanders into a product testing room in Beats HQ and discovers he is competing against the one and only Kim Kardashian. [Watch the video here](. Why this campaign works so well: Opposing aesthetics are hilarious. Kim and Jimmy's diametrically opposite headphone concepts will surely generate laughs from viewers. While Kim's headphones are chic and feature three neutral colors with names like 'Moon,' 'Earth,' and 'Dune,' Jimmy's headphones are mustard-colored and inspired by his love for hot dogs. 😂 They are both social media powerhouses: Kim and Jim have a combined following of 388M on Instagram, so it only makes sense for Beats by Dre to heavily promote their fake rivalry on the social media platform. This includes posting Instagram polls so users can vote if they support Kim's or Jimmy's vision and asking people on the street to vote for either Kim or Jimmy's new product to raise awareness. Great storytelling: Beats by Dre takes their online campaign offline by getting Kim and Jim to meet in person on The Tonight Show to talk smack and reveal the winner on a gigantic poster. The winner? Kim K! Her collaboration with Beats by Dre is now available on Apple and Amazon. 🏆 The takeaway? This is a well-thought-out ad campaign that takes full advantage of their celebrity ambassadors and their massive online platforms to generate lots of engagement online and get users invested in the fake rivalry. The 'fake beef' is a surefire way to drum up conversation, and you can tell the Beats by Dre team was having lots of fun with this creative ad concept by releasing 'leaked' text messages between the two rivaling stars and 'confidential' product designs. RETENTION ✂️ Cut The Corporate Fluff… Things Are About To Get Juicy Join the best retention marketers out there at the first [Retention Uncensored](: an un-conference where marketers ditch corporate nonsense and dive straight into the juicy discussions. Bring your best ideas, share experiences, and choose the topics that matter most to you. ⏰ When: September 25, 9 AM - 3 PM 🏙️ Where: IRL in New York City 🌟 Who: 100 Retention marketers ready take things to the next level, have those unfiltered conversations, and make some marketing magic happen Get ready to redefine how you connect and learn in your field. Spots are filling up quickly! [Apply Now]( *Sponsored PODCAST 🎧 How To Develop Your Own Data-Backed Creative Strategy: A Pilothouse Case Study In this episode, Henry walks us through a detailed case study on how he helped the sustainable gardening brand [GrowOya]( optimize their creative approach, leading to significant improvements in ad performance and customer engagement. Henry shares: “It’s important to use sales periods as creative testing grounds so that by Black Friday, you know it works.” In this podcast, we cover: - The importance of data-driven decisions: Henry explains how using data-backed creative testing allows you to understand what messaging and angles your audience responds to, leading to more effective ad campaigns. - How to identify winning angles: Discover the value of continuously testing different angles and refining your approach to build a successful, scalable advertising strategy. - Benefits of using seasonal testing: We go over how to take advantage of holidays like Labor Day and Prime Day to test creative approaches before major sales events like Black Friday. 👉 You can listen to the full episode with Henry [here](. 📈 SEARCH SURGE Trending This Week: [Demure]( Why is this happening? TikTok creator [@joolieannie’s]( catchphrase ‘very demure, very mindful’ seemingly went viral overnight. Views for the hashtag #demure have skyrocketed in the past week as social media users created satirical videos using the word and how they can be classy and proper in unexpected situations. Who should hop on this trend: Brands can curate more modest looks as consumers start shopping for the colder season, and we transition from a brat summer to a more demure fall. ⚡ QUICK HITS 💸 Are your traditional ads failing to convert and just draining your budget? Ditch them and join the top DTC brands making magic with influencer marketing with SARAL! [Get your 7-day FREE trial here](! * 📫 What do you get when you combine direct mail marketing with AI? Growth! Build precise prospecting audiences with Poplar’s AI-powered lookalike modeling capabilities. [Book a demo with Poplar here](. * 📰 NEWS - Instagram [tests new rectangular posts on profile grids for some accounts](. - Dove [celebrates 67 years of its beauty bar and tackles ageism with its ‘Beauty Never Gets Old’ ad campaign](. - KIND [taps reality star Kristin Cavallari and celebrity mom Tori Spelling for its nostalgic back-to-school campaign](. - SKIMS [goes Brat and partners with singer Charlie XCX for their newest campaign](. 📅 MARKETING EVENTS We built a fancy new website ([MarketingEvents.cc]() that lists all the upcoming events in the space. Here are a few upcoming events: [SEE ALL EVENTS HERE]( [DigiMarCon UK]( - Insights on social media, content strategy, SEO, and more, with expert speakers and networking opportunities for over 1,000 attendees to stay ahead in digital marketing. 🗓 Aug 29-30. 📍🇬🇧 London, UK. 🏢 Conference. 💰 £297-£1297 [Chief Marketing Officer Summit]( - The CMO Summit gathers top marketers to explore emerging tech, AI, and strategic leadership, offering valuable networking and insights for senior professionals. 🗓 Sept 3. 📍🇺🇲 San Francisco, USA. 🏢 Conference. 💰 FREE-$4495 [C-Suite Mastermind]( - An exclusive, intimate event for 50 DTC brand founders and executives, featuring mentor-led presentations, panels, and workshops focused on growth strategies, performance marketing, and brand scaling, combined with unique networking and coastal activities. 🗓 Sept 18-19. 📍🇨🇦 Victoria, BC. 🏢 Conference. 💰$1,995 [SEE ALL FUTURE EVENTS]( 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? - 🧊 Brock Mammoser on [Frost Buddy’s $30M TikTok to Meta Pipeline]( - 🤔 [AKNF 429:]( Are Your Amazon Ads Cannibalizing Organic Results? - 🔪 Brandon Horoho on [Scaling Montana Knife Company with VIPs]( - ⭐ [AKNF 427:]( How to Structure Your Google Ads Campaigns - 🥟 Jen Liao on [How MìLà Became a Nationwide Frozen Food Brand]( - ✉️ [AKNF 425:]( How To Fix Email Automation and Improve Retention 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](