DTC 300 - SKIMS Meta ads library breakdown [DTC]( Banter Friday, February 24, 2023 THIS. IS. DTC. âï¸ 300 editions. 600,000 words written. 280 podcasts released. 160,000 subscribers. We finally made it! 300 editions of DTC. If youâve been around since DTC #1, or are just joining us, we thank you from the bottom of our hearts for coming along for the ride. ð We can't tell you how giddy it makes us feel to hear from all you lovely readers (yes, that means you!) and how our tips, tactics, and ideas are helping your brand. It's a thrill to party with you in your inbox three times a week! ðð© Without our amazing subscribers, we'd be lost in a sea of emails, so let's raise a glass to DTC 300 and to all of you for making it happen. Cheers to a tip-top community! In this newsletter, youâll find: ð ð¦ Should your apparel brand mention size in ad copy? ð¦ Handing off the heavy lifting of brand merch ð¦ Scarcity and back in stock messaging to encourage sales ð¦ High-quality micro influencers who produce fully-licensed content ð¦ Upping your hat game, feel-good tea, and a new spin on pool toys Read till the end to access exclusive DTC swag. ð ð If a pal forwarded this to you, [subscribe,]( so you never miss out. Meta Welcome back to DTCâs Brand Breakdown series! Weâre sending your favorite brands over to our friends at Pilothouse to pull the big winners from their marketing strategies. This week weâre featuring [SKIMS,]( the American shapewear company co-founded by none other than Miss. Kim Kardashian herself! Last we checked, theyâre a pretty big deal, but letâs see what the Pilothouse team says about their Meta Ads library. ð¤ ð Itâs all about sizing Shoutout to brands who mention available sizes in their ad copy! Itâs a highly underrated detail that always proves useful. Common complaints we see in ad comments for clothing brands are about limited sizes. Take it from us: Respect your consumersâ time. In the end, the right details make your ads more valuable for the right person. ð This type of ad relies on strong branding and voice. The copy, headline, and visual elements imply that the viewer already knows this brand, but if it were someoneâs first time seeing SKIMS, they'd need something more to grab their attention about the offering. We can see SKIM is are an apparel company, but some technical information about what the brand or product is trying to accomplish could be included here. The [Pilothouse Meta team]( read a testimonial for SKIMS that said, âFlattering on any body type.â Thatâs a powerful angle and is worth publishing. It compels us to seek out more information rather than being left with the impression that SKIMS is just another edgy clothing line. ð¨ Keeping it simple We love the simple yet effective showcase of their products. The color variety is a nice touch too! Much like the previous ad, we canât extract any more value than what we can see. If we werenât familiar with the brand, we wouldnât know why SKIMS stands out from their competitors. Think about the impact UGC images with different body types would have on prospective consumers! The productâs USPs (unique selling points) are difficult to pinpoint when they shouldnât be! SKIMS has a trusted product and should be flaunting its benefits every chance they get. Sponsor Turn your under-eye bags into bags of cash with on-demand product fulfillment ð Congratulations! Youâve built an awesome brand, and everyone wants to buy your merch. ð But building a profitable merch business is easier said than done. ð° It requires holding and managing stock, investing in quality products, printing, and complex fulfillment processes. Instead of pulling out your hair while trying to manage the details of product fulfillment on your own, [check out Printful.]( By outsourcing your fulfillment to Printful, you donât have to worry about: - Holding stockâno heaps of inventory hanging around your warehouse for ages
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- ShippingâPrintfulâs 17 fulfillment centers worldwide ensure fast shipping in New York, Tokyo, and beyond Don't lose sleep over selling merch! Let Printful do the heavy lifting and make easy merch sales a reality for your business! ð [Click here to find out how.]( Meta ð¬ Products in action This is our favorite ad so far! We see someone wearing the product while the copy highlights scarcity and an upcoming product drop. Now weâre excited to click the âShop Nowâ button just to see where it takes us. The headline could be tested, as itâs pretty vanilla for new customers. Thereâs an opportunity to reinforce the scarcity angle with something like âCollection Going Fastâ or include more product information in the vid. â¬
ï¸ Bringing it back This creative shows multiple products very well. Letâs highlight the headline once again to encourage further testing with a scarcity angle. Something like âItâs Back - View our Valentineâs Shopâ could imply that this selection is specifically limited to Valentineâs season. We wonder if this creative has been tested with and without music. ðµ Pilothouse is currently running a music vs. no music test for one of their clients and is seeing significantly better outbound CTRs (click-through rates) from the ad with music. We have an opportunity to directly address the consumer in the copy to see how it performs compared to the brand-aware copy weâve got. A potential headline could read like, âYouâll look great in these.â¤ï¸â The [Pilothouse Meta team]( suggests testing ads with three to five different copy styles and angles when searching for new winners. This removes any potential bias a consumer may have towards a brand and uncovers the most important messaging. ð These ads are legit The SKIMS Meta Page isnât verified⦠In the past, celebrities have been unfortunately (and illegally) included in ads by bad actors. Adding information about Kim K as the founder after verification would be incredibly valuable for performance and credibility. The copy is succinct and creates a lot of interest with the âYou wonât believeâ statement. Paired with the productâs technical advantages, weâre sensing a winner here⦠𤩠It would be interesting to see if âIntroducing SKIMS Seamless Sculptâ outperforms âSKIMS Seamless Sculptâ in the headline. Could it encourage more engagement from the reader because itâs more than just the product title? By adding âIntroducingâ into the mix, SKIMS implies that this product is new or adds something to their USPs that wasnât previously available leading the consumer to find out what those new features are by clicking on the ad. Weâre interested in pairing this copy with a UGC video or product images to determine if this copy is a top performer. Sponsor Scared of commitment? Good, we donât have any. ð¶ Com-mit-ment! What is it good for? WHO HA!! Absolutely NOTHING! ð¶ But in all seriousness... You can now get high-quality micro influencer creators who produce fully-licensed content & then share it with their followers - all with NO long-term commitments - you just pay per campaign you run! ð¥ That's why [minisocial]( is the most brand-friendly option on the market and a popular UGC solution for brands like Imperfect Foods, Plant People, Ceremonia, Super Coffee, and Quip. With the best-priced two-in-one solution out there minisocial's packages start at 1.7k. ð [Sing the song of the influencer, mention DTC and get 15% off!]( Meta ð Take it to the next level Loving this! The text brings an element of brand awareness and leads our eyes around the product image. Thereâs a ton of hype behind âback-in-stockâ copy since it implies that the Fits Everybody line is limited or likely to sell out again. This only makes consumers likely to buy whatâs available right now. The product looks great, but what sets it apart from the competition? If we put ourselves in the shoes of a prospective buyer with no knowledge of this brand, there isnât much to learn here, so we want to see SKIMS leverage opportunities for education a bit more. This extends to the headline, the most valuable real estate of all, where SKIMS can leverage top-performing purchase-driven messaging. ð¤ Make it about the tech We donât see ad copy, so this is probably a Reels or Stories placement. It drives awareness of the tech specs, but letâs take it one step further ð Does this perform better with or without a landing page linked to it? It could work with a collections page too! As a potential buyer, weâd want to watch this video because of the tech and that information should further convince us to purchase. â¡ï¸ Lightning speed Itâs amazing to see SKIMS leaning into convenience. This inspired us to think of a UGC video where we see the product being delivered and compare it to the performance of this ad. Weâve all been there: Weâre getting ready for an event and â RRRIP â with no time left to shop and nothing else to wear, SKIMS could save the day! Weâre wondering how this ad performs with new customers compared to brand-aware residents of LA who havenât purchased yet. SKIMS could change this one up with the season for a tailored shopping experience. âï¸ Later Alligator That concludes our first Breakdown of SKIMS with our friends at [Pilothouse.]( Stay tuned to DTCâs Brand Breakdown series for game-changing insights and winning strategies from your favorite brands over the coming weeks! Brands ð [SoonNoon:]( If you're a colorful character who's not afraid to try new things, why not check out SoonNoon and express your personal style? These handmade hats break free from typical Western or heritage styles to provide unique and high-quality products with sustainability in mind. âï¸ [Mizuba Tea Co.:]( Recognized as a Uji-cha tea dealer, Mizuba Tea Co. isn't your average tea company. Their communi-tea is committed to supporting traditional production and transparency. Get cozy with a cup of authentic, high-quality tea guilt-free! 𩳠[Pool Bouy:]( If you're tired of the same old boring inflatable pools that look like they belong in a discount store, check out Pool Buoy. Not only are their inflatable pools stylish and well-made, but they'll transport you to a time of posh poolside parties where the drinks were stiff and the salmon was smoked. SHARE DTC NEWSLETTER ð¥ NEW REFERRAL PROGRAM HAS OFFICIALLY DROPPED ð¥ Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and you'll earn points toward cool gear for every new subscriber you bring to the DTC fam. 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