📦 - MrBeast’s Lunchtime Bet

DTC 651 - MrBeast Lunchly Website, Meta Ads BFCM Tips, and Kit Kat Strategy Monday, September 23, 2024 Good morning, Amazon just made checkout even easier. 🛒 The ecommerce giant teamed up with PayPal, giving Prime members another way to pay, just in time for their Prime Big Deals Day Event on October 8th and 9th. More on this story below! Here’s what you’ll find in today’s DTC: 🧀 We take a look at MrBeast’s latest venture and how the Lunchly website differentiates their better-for-you product against competitors. 🚀 Level up your Meta Ads account using these expert tips so you can do your big one for BFCM. 💗 And…if you are feeling overwhelmed by your to-do list, here’s a way to tackle your projects and let go of perfectionism. You’re reading this newsletter along with new subscribers from: [Zac Motor Sport](, [Resplendent Hair](, and [Blind Box BBQ](. 👋 SEM 👀 Case Study: Dobest Increases Visibility and GMV Growth with Walmart’s Search Engine Marketing In the increasingly competitive landscape of online marketplaces, businesses need to differentiate themselves. That’s why sellers turn to [Walmart Marketplace](, where they can unlock an ecosystem of solutions designed to help them succeed. 🌱 Dobest, a Marketplace seller specializing in outdoor lawn and garden equipment, recognized this and wanted to attract a larger audience to support their business on[Walmart.com](. Their solution? Leveraging Walmart Marketplace Search Engine Marketing (SEM) to tap into Google’s vast user base, help drive traffic to their Walmart listings, and boost sales. 💥 Delve into this [case study](, uncovering how Dobest was able to effectively accomplish their goals with SEM, leading to significant business growth. Not yet a Walmart Marketplace Seller? [Join today!]( *Conditions apply *Sponsored WEBSITE BREAKDOWN 🧀 How MrBeast’s Newest Venture Lunchly Differentiates Their Product Will Lunchly disrupt the school lunch market industry? MrBeast thinks it can. The YouTube star has partnered with Logan Paul and KSI to create a food brand called [Lunchly](. Mr Beast explains the goal of Lunchly is to “change what lunchtime looks like” by offering a delicious grab-and-go meal that’s also good for kids. Players like Lunchables have long dominated this category so they knew they had to differentiate themselves in the space to win over customers. Here’s how they marketed their product on their website: Built brand authority: Kids look up to famous YouTube creators, so they use their recognizable faces to build trust and credibility. On their homepage and [Our Story]( page, there are visuals of the famous trio holding the product plus more behind-the-scenes visuals of them creating the company and the success of their other food and beverage ventures. [Lunchly’s Our Story page highlights famous founders] Positioned product as a healthy alternative: One of the biggest selling points of Lunchly is that it’s a healthy alternative. Lunchly’s products are more low cal and have less sugar. This messaging is relayed on their PDP pages with this crisp visual that highlights why they are the obvious choice. [Lunchly’s PDPs highlight how their product stacks up against competitors] Lunchly products contain more protein, no caffeine, and electrolytes for hydration. The product is made with real cheese, which is a clear jab at Lunchables, their biggest competitor, which can’t make that claim. Focused on target demographic: Their website design focuses on bold fonts and a bright color scheme to draw you in and keep you engaged. Animated elements like floating text, badges that change color, and self-scrolling UGC content keep the site looking dynamic and engaging for its younger audience. The takeaway? Lunchly’s site does a great job differentiating its brand from its competitors and using its authority online to get kids interested in the product. Q4 PREP ⭐ Are Your Meta Ads BFCM Ready? [The Pilothouse team]( shares some great tips with us on how to prepare your Meta Ads account for BFCM. Here are three things you can do today to improve your ad account and your chances of making big gains during this crucial sales period. Tip #1: Get your ad payments in check Nothing is worse than ads getting turned off right when high spend and high return is happening! To prevent your ads from getting paused, make sure your credit card on file hasn’t expired or is about to expire right when BFCM hits. Also make sure it’s at the max limit on Meta or ads can get turned off. Tip #2: It’s time to let go…of your poor-performing ads Don’t get sentimental and put more money into ads that aren’t performing. You might love the messaging or visuals, but if it’s not delivering, it’s time to let go. Instead, push your evergreen ads, which have been building momentum and learnings all year, to yield greater returns over newly introduced BFCM and holiday creatives. Tip #3: Diversify your ads The easiest way to increase your chances of having a profitable Cyber Week is to bring back last year’s BFCM and holiday top-performing ads into the ad mix. This is an easy win. Simply turn them back on and let them pick up where they left off. What other BFCM tips do you want to see? Reply back and let us know! PODCAST 🚀 How Carpe Scales Global Sales with Strategic International Expansion and Passport In this week’s episode of the DTC Podcast, we’re focusing on a topic many brands are curious about but often hesitant to dive into—international expansion. We’re talking logistics, localization, and how to actually make it work without the headaches. Joining us are [Kasper Kubica, Co-Founder of Carpe, and Tom Griffin from Passport](, here to break down how brands can scale globally in a practical, profitable way. You’ll hear: - How customer demand (and search traffic) helped Carpe make the decision to go international - How Passport helped Carpe step into new countries while removing common friction points — store localization, shipping delays, unexpected fees, and complicated duties - Scaling with intention and knowing what signals to look for before expanding into new markets - The challenges and opportunities of going global If your brand is considering crossing borders, or you’re already shipping internationally but want to fine-tune your approach without sacrificing profitability, this episode is for you. You can: [Listen here]( 🎧 OR [Continue reading here]( 📚 💸 MERGERS & ACQUISITIONS - AI-powered relationship intelligence technology company Ren Systems [raises $3.5 million in funding and partners with ZoomInfo](. - Ad tech company InMobi [secures $100 million in debt financing before IPO](. - AI coding platform Maven [raises $12 million to hire more developers](. 🌐 IN THE SOCIAL SPHERE Sometimes you just have to take baby steps. If you can’t get things done because you feel like it has to be perfect, just get started anyway. Chipping away at it will help in the long run. Can't view the image? [Click here]( ⚡ QUICK HITS 🤔 Have you really thought out your Q4 holiday season strategy? iAdvize has the ultimate guide to help you think outside the box and capitalize on Black Friday and holiday traffic with AI. [Get your copy here](. * 📲 Gen Z and millennials are 3x more likely to shop on social channels. Use this to your advantage and get eyeballs on your brand with tools and tactics from Yotpo’s FREE TikTok webinar. [Watch it here](. * 📰 NEWS - PayPal [announces a new partnership with Amazon’s Buy With Prime program](. - YouTube [rolls out pause ads for a less disruptive experience](. - Dunkin' [celebrates five year partnership with BARK by releasing pumpkin spice dog toys](. 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? - 🏜️ Dosso Beauty [Tackling Hair Deserts with Hypoallergenic Products]( - 📧 [AKNF 437:]( Mastering Email Marketing with Quadrant Framework - 🐶 Ollie on [The Role of Brand in Scaling a Pet Food Company]( - 🦆 [AKNF 435:]( Stocking the Pond and Planning for Q4 - 👟 How VKTRY Gear [Achieved 240% Growth with Niche Marketing]( - 🆚 [AKNF 433:]( All In on Amazon v.s. Diversified DTC 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](