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Good morning,
The leaves are changing, and so are consumer’s spending habits. 🍂
After benefiting from steep discounts during all the summer saving events, consumers are shifting their spending towards predictable sales moments. Which means there may be more demand for fall savings events.
Although it looks like Amazon is already aware… the ecommerce giant recently announced that Prime Big Deal Days will return in October.
Here’s what you’ll find in today’s DTC:
👖 Calvin Klein partners with actor Jeremy Allen White again for another steamy campaign in hopes of another sales boost.
💍 We analyze how this Manly Bands Amazon page informs and primes customers to convert.
⏰ And…here’s a productivity tip to help you hit the ground running this month and stay focused.
You’re reading this newsletter along with new subscribers from: Skopos Hospitality Group, Touching Hearts, and Paper Luxe. 👋
🤔 Will Your Current Ways Bring You New Wins?
If you keep doing exactly what you’re doing right now, how confident are you that you’ll hit (and surpass) your Q4 goals?
Are you confident in your strategy? Your trajectory? The partnerships that are fueling your growth?
If you have ANY hesitation, the time to evaluate your options is now. You should be confident, and your brand deserves the support to soar. 🚀
The Pilothouse team has a few spaces open for new brands as we roll into Q4. The team covers:
Ready to explore your options? 👀
👖 The Jeremy Allen White Effect
Calvin Klein teams up with The Bear star Jeremy Allen White for another thirst trap ad campaign.
The backstory
While the company is known for partnering with high-profile celebrities, even Calvin Klein was shocked by the impact of their first ad campaign with the actor.
Not only did the campaign result in a viral social media moment, but it also garnered $74 million in media impressions. 🔥
And… a 30% increase YoY in underwear sales the week after it launched. 📈
The latest ad campaign:
This time around, the brand is hoping to strike gold again as the Emmy award-winning actor promotes their underwear and denim from its Fall collection.
The video ad shows Jeremy Allen White playing poolside with a dog while The Shacks song ‘Crimson and Clover’ plays in the background, creating a relaxing, lazy day vibe.
Why this collaboration works:
Similar aesthetic: Jeremy Allen White’s uniform on the hit show The Bear frequently shows him wearing simple white T-shirts and denim pants, which fits in very well with Calvin Klein’s timeless aesthetic. The clothes feel like a natural extension of his character.
Huge online reach: The Emmy award-winning actor not only has a vast online reach with over 5.2M followers on Instagram but a highly engaged audience that enthusiastically engages with his posts and ensures this second collab will go viral once again.
The takeaway?
This standout partnership shows how working with the right celebrity helps create a viral moment that translates into tangible sales.
⚡ Leveraging Advantage+ Shopping Campaigns for Q4 Success
If you leverage Advantage+ Shopping Campaigns (ASC) right, you can beat out Business as Usual (BAU) campaigns.
By BAU, we mean campaigns that are set, minimally managed, and budgets slightly monitored, which is different from Pilothouse’s BAU campaigns of rapid A/B testing.
Here's how to optimize ASC campaigns to scale:
The takeaway?
Mastering ASC campaigns for your business can help unlock extra revenue. But these should never be the only campaigns running in the account.
ASC should run alongside manual bidding campaigns to find winners that can help feed scale campaigns for the greatest growth.
So don't put all your eggs in one basket!
💍 Breaking Down Manly Bands High Converting Amazon Store Page
When advertising for the jewelry brand Manly Bands, the Pilothouse Amazon team noticed there was a sizable search volume for “tungsten” rings.
To fully capitalize on this traffic, the team decided to make a Tungsten specific store page.
Why?
To utilize Sponsored Brand Ads, targeting Tungsten keywords, and send this traffic to a store page showcasing Manly Bands' Tungsten rings. 💡
Why this page works so well:
Starting off the section “Why Tungsten” educates customers about the product.
Consumers may have heard of tungsten rings, but not actually understand the why behind it. This justification at the top helps to build up the value of the product and convince customers to purchase.
👉 Using language like “an excellent choice for lasting wear” primes a customer to consider that this will be an item that they will have for a long time, again building value and speaking to its quality.
Next, Pilothouse showcases a few of the rings using high-resolution images. Wedding rings are an expression of the wearer's personal style, so showcasing a broad range of SKUs shows there is something for everyone.
Each product-focused tile includes the main selling points of that particular ring.
👉 This allows a customer to get the main features without having to navigate away from this page and back to it to view another ring.
Further down are the 4 main USP’s: American-owned and operated, established in 2016, over 355K followers on social media, and over 500K happy couples.
These USPs set the stage for main points that apply to all of Manly Bands products, as well as adding social proof with the call out “over 500k happy couples.”
Below are more images from the tungsten catalog featuring more unique styles.
But wait, there’s more!
At the end of this page, there is a tile that lets the customer know there are still more options if nothing here catches their eye.
The question ‘looking for something else?’ includes a CTA button underneath that keeps the customer shopping so they don't end up leaving and looking at products by competitors.
By keeping them engaged within the Manly Bands Amazon store, there is a higher chance of converting them over time. 💰
The best part of this Amazon store? It's built with mobile in mind.
By building this store page with the chosen modules, when viewed on a mobile device, the modules stack, making it easy to view without sacrificing shoppable capabilities.
🌐 IN THE SOCIAL SPHERE
The best way to manage your time is to learn how to say no so you can stay on track and hit your goals!
📥 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?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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