Welp, kids’ science experiments sure have come a long way…
Just look no further than KiwiCo, a DTC brand inspiring the next generation of innovators and problem-solvers. 👩🔬
KiwiCo has awesome down to a science with over 1,500 expertly designed projects, empowering kids to explore, create, and learn with hands-on kits delivered monthly.
For this edition of DTC Brand Breakdowns, we’re putting on our lab coats to analyze this brand’s marketing channels!
In this newsletter, you’ll find: 👇
📦 Brand Breakdown Part 1: KiwiCo (Facebook)
📦 Connecting with TikTok creators can be simple and seamless with #paid
📦 Find gold nuggets on what consumers really think about subscriptions with Ordergroove
Read till the end to access exclusive DTC swag. 😎
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Let’s get nerdy and dissect some ads. 👇
1️⃣ Definitely the cannonball launcher, WBU?
✨ Where it shines:
💡 Pro tips from Pilothouse:
While this ad encourages engagement, it’s a little weak on the conversion side. We’d recommend a stronger description headline and CTA here, maybe using more branded copy like “Science Kits for Kids,” “Explore Awesome,” or “Shop Kits.”
2️⃣ Let’s get musical
✨ Where it shines:
💡 Pro tips from Pilothouse:
We’d suggest using emojis in the body to break up the text and draw users' eyes a bit more.
Something we tend to see work well with whitelisted ads is having the brand partner give a special offer (discount, free shipping, free gift, etc.). It makes people feel like they’ve won by finding this ad in the wild!
3️⃣ Brain-building play
✨ Where it shines:
💡 Pro tips from Pilothouse:
The creative image is teriffic because a) it shows the product in action and b) it uses UGC to create authenticity… however, at this angle, the product does look a little bit like several water bottles stacked on the floor. So if this ad isn’t performing, they might consider testing it against another piece of creative.
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4️⃣ Starry-night STEM
✨ Where it shines:
💡 Pro tips from Pilothouse:
Not everyone may be familiar with the terms “STEM” or “STEAM” (science, technology, engineering, arts, and math, in case you were wondering). So they may want to consider spelling out those acronyms or using more lay-person language so that more people understand the product.
5️⃣ Playtime with purpose
✨ Where it shines:
💡 Pro tips from Pilothouse:
“Designed by experts” is a good USP, but it could be clearer. What kind of experts? Scientists? Engineers? Child psychologists?
The text overlay on the video changes realllllly fast, so it’s hard to read (unless you’re one of those darn talented speed readers). They may want to slow it down or use less text to fit everything in with longer frames.
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6️⃣ BYO uke’
✨ Where it shines:
💡 Pro tips from Pilothouse:
The headline could definitely be stronger, maybe something like “I built my own ukelele 😍.”
7️⃣ Vet for a day?
✨ Where it shines:
💡 Pro tips from Pilothouse:
The headline could be stronger here, too. We like to see this valuable real estate used to its maximum potential! Instead of “KiwiCo Store Exclusives,” which doesn’t tell you much, they could use a more value-driven statement like “Education delivered,” “Tested by kids,” or “100% WHOA AWESOME.”
8️⃣ Third-party review
✨ Where it shines:
💡 Pro tips from Pilothouse:
The use of a KiwiCo testimonial in the body copy kind of defeats the purpose of the “mystery” around who wins the comparison. We’d be interested in trying more curiosity-provoking copy to see what performs better.
👋 Stay tuned for Part 2 of the KiwiCo brand breakdown — email!
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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight, Jordan Gillis, and Kelsey Hess. Edited by Claire Beveridge and Eric Dyck.
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