Good morning,
TikTok is not going away without a fight. The app filed an emergency injunction to delay the upcoming US ban in January, arguing the Supreme Court needs more time to consider the case.
TikTok argues that SMBs “would lose more than $1 billion in revenue and creators would suffer almost $300 million in earnings in just one month.”
Here’s what you’ll find in today’s DTC:
🎉 Trending Now: Brands are putting out their own version of Wrapped to share end of year highlights.
👶🏻 Learn how Pilothouse optimized Guava’s Amazon storefront for these two types of holiday shoppers.
👀 And…Google was spotted testing out this new search feature that can have a major impact on your organic CTR.
You’re reading this newsletter along with new subscribers from: Krupp Brothers, Pandora, and The Yoga Ball. 👋
👀 Revenue? Up. ROAS? Up. Conversion Rate? Up. AOV? Up.
A wellness brand joined Pilothouse’s brand accelerator, Pilot Program, dreaming of growth… 💭📈
The team strategized using their time-tested and data-backed tactics, took over the brand’s campaigns, rebuilt their creative approach, and geared up to see the brand crush its goals.
And crush they did…
An 80% increase in ad spend, coupled with a ROAS and AOV improvement, yielded a 155% increase in revenue! 🔥
Q1 is just around the corner, and Pilot Program has limited slots remaining for brands looking to achieve results like these.
Will one of those slots be yours? 👇
🎉 Brands ‘Wrapping Up’ = High Social Engagement
I think we can all agree that this year’s Spotify Wrapped was a little lackluster.
Many users found the format lacking this year and criticized it for being hastily thrown together.
However we did see some brands rise to the occasion and leverage Spotify Wrapped to create engaging social media content about their year end highlights.
Here are a few brands that did a great job wrapping up the year:
Duolingo was quick to release their own version of Wrapped this year before Spotify. Their TikTok congratulated users on their language achievements and also lightly roasted users for not paying attention some days.
Luggage brand Away released their own version of Wrapped on Instagram sharing these highlights: “got called an intern 61 times” and “got yelled at by TSA three times for filming at security.”
Poppi used their Instagram Wrapped post as an opportunity to spotlight their top flavors this year and all the collabs they did this year.
Sephora’s 2024 Rewind post featured their top product launches of the year and also made a light-hearted jab at their customers for misplacing their items.
The takeaway?
The Wrapped format is a great social media engagement tactic.
These brands did a great job of balancing data-driven insights with humorous copy to keep followers engaged.
Searches for Spotify Wrapped surges in popularity every year around this time so celebrate your wins and connect with your followers.
🫣 Psst… Want to Know What's Really Going On With Email And SMS Next Year? Get The Scoop.
This ebook covers everything you need to know. 💥
Yotpo spoke to 14 top marketing pros to get their take on the trends, tools, and strategies you’ll need to stay ahead. From AI-driven personalization to smarter segmentation, this ebook breaks it all down.
Plus, they've got campaign examples to show you how to apply these strategies, and keep your audience engaged. 💁♀️
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🎧 Guava’s Holiday Amazon Store Page Breakdown
‘Tis the season for holiday shopping and catching flights to see family and friends.
Guava wanted to capitalize on both of these angles with a single Amazon store page to boost holiday sales.
Here's a breakdown of how Pilothouse optimized their storefront.
Guava makes a product called the Travel Crib (the Lotus) that has a plethora of benefits for new parents (just check out their listing on Amazon).
It's a great gift for new parents but also is a necessary accessory if travelling with a baby over the holidays.
On this store page, the Pilothouse Amazon team brought in holiday imagery that was still very much on brand (brand colours and hues) that retains the branded feel, while still having a festive vibe.
The copy focuses both on why this makes a great gift, but also why it would be a great item to have for yourself (if you have an upcoming trip).
At the top of the page Pilothouse focused on gift-giving with the language “elevate your gift-giving game” and “[give] years of joy and practicality.”
Next, we hit the main selling points in the second tile, then move to hit on a pain point (the stress of holiday travel) and introduce the solution: “Let the Lotus be your holiday travel game changer.”
Further down, we introduce an upsell to boost AOV and move on to some social proof before wrapping up with a collection of shoppable tiles where customers can add the product of their choice direct to cart.
The takeaway?
We know people this time of year are shopping more, while primarily they will be shopping for gifts we don’t have to solely focus on gifting language to convert.
If a customer comes across something that sparks their interest they still have a chance to buy it for themselves (or even ask for it as a gift).
🌐 IN THE SOCIAL SPHERE
Google was spotted testing out a trending labels feature in search this week.
The label shows up in blue and indicates the site’s popularity with a niche audience. If implemented this can have a huge impact on click through rates.
📅 EVENTS
Digiday Media Buying Summit - This summit gathers key decision-makers from top brands and agencies, attracting a diverse audience of professionals eager to explore cutting-edge strategies and technologies in media buying.
🗓️ March 3-5, 📍 Nashville, TN 💰$2,295 - $4,495
Digiday Publishing Summit - This event for publishers and media professionals is focused on overcoming industry challenges and seizing new opportunities. Participants will engage in discussions around key topics such as monetization strategies, audience engagement, and the impact of emerging technologies in publishing.
🗓️ March 24-26, 📍 Vail, CO 💰$3,395 - $4,795
📥 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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Please note that items in this newsletter marked with * contain sponsored content.
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