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Here’s what you’ll find in today’s DTC:
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📰 NEWS
All aboard the Chill Train!
Coors Light is running a 30-second Super Bowl ad to grab the attention of Gen Z consumers by reviving the silver bullet train concept and giving it a cool twist. The beer brand is now branding it as the Coors Light Chill Train.
Before the big game, fans can visit the Coors Light website and snag a virtual seat on this beer-filled locomotive.
The chilly concept:
While the beer brand has used the silver train concept in the past, the messaging for its “Made to Chill” campaign is directed squarely at Gen Z.
Marcelo Pascoa, VP of Marketing for the Coors family of brands explained: “We’ve added an emotional layer to our advertising. In this crazy hectic world we live in, there is a subversive power in choosing to have that moment of chill.”
How it works:
Those who want to jump aboard can head to the Coors Light website, reserve a seat, and upload a photo of themselves. 100 lucky fans will be chosen and digitally inserted into the commercial. Plus they’re sweetening the deal with some compensation and exclusive branded merch for winners. Seats will be up for grabs until Feb 2nd.
The takeaway?
The beer brand is hoping this fan-centric commercial will create lots of brand mentions and UGC content. Participants will be encouraged to post their experience on social media. 📸
This campaign highlights how important it is to tailor branding and messaging to a specific audience to generate fan engagement in the form of UGC. Increased social media sharing helps create brand buzz and visibility.
How are you leveraging the Super Bowl in your marketing for the next few weeks?
📲 The Social Manager: Finally, content for your social channels and micro influencers who are spreading the word about your products while driving traffic back to your social channels.
🚀 The Growth Marketer: Content that is fully-licensed, forever, and is increasing ROAS and decreasing cost per ad to cart.
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📈 The CMO: Stoked because you made a decision that helped your entire team 🎉
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In this episode of the pod, we sit down with Eric Ji Sun Wu who grew personalized nutrition startup Gainful to eight figures before creating comfort food brand Sobo Foods that is striving to create tasty, authentic and healthy dumplings. 🥟
For aspiring entrepreneurs, it’s important to adapt and evolve while responding to market demands. Keeping customer’s needs at the forefront is important.
Eric says: “Emphasizing the significance of personalization in product offerings, catering to individual customer needs can create a strong market differentiator and drive business growth.”
In this podcast, we cover:
👉 You can listen to the full episode with here
Are you ready for Super Bowl LVIII? Many brands take advantage of this period to get their brand or products out there.
The Pilothouse team shared some important tips so you don’t fumble (😉) your Meta ad creatives.
1. Target NFL interests on Meta with football-related ads
Here’s a snapshot of some interests you can include when you set up your audience targeting so you are finding users who are most likely to engage with your content.
2. Don’t overthink it!
You can tweak a past high-performing ad and make it more Super Bowl focused by adding some football emojis on the creative and switching the messaging to something like “What your game day line up should look like…”
Talk to Pilothouse today about how you can score a touchdown with these Super Bowl creatives.
🤑 The future is here and it’s first-party data. Cookies are disappearing and the world's largest brands are pivoting to Northbeam for more effective revenue forecasting and creative analysis using first-party data. Book a demo with Northbeam. *
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
If you are struggling with ‘hooking’ your viewers, try this technique: emotional validation.
Rather than saying ‘stop scrolling’ in your video content, lead with empathy instead so your audience feels ‘seen.’
One way to do this is to reassure your viewers by saying ‘it’s okay to feel frustrated/overwhelmed/tired when you are doing x’ to validate their experiences and form a closer relationship with your audience.
Have you heard our latest podcasts?
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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