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Good morning,
Here’s what you’ll find in today’s DTC:
💸 Major Advantage+ Shopping Campaign Update
Meta removes customer cap for better automation.
😃 The Power of Founder-Led Content
Learn why every DTC founder needs to be on camera.
🍨 A Brilliant OOH Campaign
How Dairy Queen turned snowbanks into DQ Blizzards.
You’re reading this newsletter along with new subscribers from: Clayton & Crume, Peace Collective, and KHOI. 👋
🫨 Global Tariffs Are Shaking Up Ecommerce—Fast. Is Your Business Prepared?
Wondering if global tariffs are going to affect your business?
Swap surveyed 100 ecommerce executives on the current state of global retail, with an alarming 83% of those surveyed expressing concern that new regulations could threaten their business. 🫢
So how can you stay ahead and stay competitive?
👉 Download Swap Commerce's 5 Ecommerce Growth Strategies for the Age of Tariffs for insights and future-proof tips including:
➡️ The hidden costs that could disrupt your business
➡️ How to protect margins and prevent shipping chaos
➡️ Tips to get ahead of uncertainty
💥 Swap is the EcommerceOS for Shopify brands, consolidating global shipping, returns & exchanges, package protection and cross-border logistics under one roof, saving brands upwards of 30% on their ecommerce tech stack.
Times are changing, fast. Stay ready to succeed.
* sponsored
💡 Meta’s Advantage+ Shopping Campaign Update
What’s changing?
Meta is removing the Customer Cap option on Advantage+ (ADV+) campaign and shifting toward a simplified campaign flow.
What this means: Advertisers no longer need to choose between manual and Advantage+ Shopping/App campaigns.
Moving forward, all sales, app promotion, and lead campaigns will default to AI-driven optimizations while maintaining access to manual controls if needed.
What about my current Advantage+ campaigns?
For active Advantage+ Shopping campaigns using an existing customer budget cap, the feature will remain available.
However, new and duplicated campaigns will no longer have the option. Advertisers should refer to Ads Manager guidance and Meta’s help center for alternative strategies to achieve similar results.
Four Reasons Why Meta is Making This Change:
1️⃣ Performance Gains: A study of EMEA advertisers showed that removing customer budget caps resulted in a 13% lower cost per purchase compared to campaigns with a cap.
2️⃣ Automation Efficiency: Caps create fragmented campaigns, reducing automation effectiveness. Removing them improves performance in automated ad solutions like Automated App Ads (AAA).
3️⃣ Strategic Flexibility: While caps may still benefit strict new customer acquisition goals, data suggests that eliminating them improves overall campaign efficiency.
4️⃣ Long-Term Optimization: This change aligns with Meta’s strategy to enhance ad delivery and performance, driving spend toward warmer audiences and improving cost per acquisition (CPA).
👉 Meta will continue refining these changes based on advertiser feedback. So, advertisers, communicate your experiences and concerns to improve the platform.
Here’s what the new campaign build process will look like:
The Customer Cap option below will disappear from new Advantage+ builds.
The updated build process involves two new ad set structures:
One includes custom audiences
One excludes custom audience
👉 If retargeting past purchasers isn’t a priority, delete that ad set and focus on new customer acquisition.
Other Key Considerations
Best Practices for Businesses
Support Resources
Meta Article on Simplified Campaign Flow
🛍️ Want To Turn One-Time Shoppers Into Customers For Life? You Need Loyalty Strategies That Actually Work
Building loyalty isn’t one-size-fits-all.
✨ It’s bespoke. It’s customized to fit your customers, because that’s how you maximize engagement and grow lifetime value.
Whether you’re just starting out or fine-tuning an existing program, Yotpo’s Loyalty Lab is packed with strategies, insights, and tools to help you keep customers coming back. 💁♀️
🌟 Learn what works (and what doesn’t) from the best minds in ecommerce. It’s all in the Loyalty Lab—always up to date and ready to help you get more from loyalty.
* sponsored
🔎 Klarna Targets IPO for This Week
Klarna has become one of the biggest Buy Now Pay Later firms and is now preparing for its IPO.
The Swedish fintech company’s estimated valuation is $15 billion which will make it one of the biggest listings this year.
🎧 How Founder-Led Content Can Lower CAC And Build Brand Affinity
The era of faceless brands is over.
Consumers don’t just want to buy products—they want to connect with the people behind them.
In this episode, Aves, Creative Lead at Pilothouse, explains why DTC founders must take an active role in content creation to build brand affinity, lower customer acquisition costs, and scale their brands more effectively.
In this podcast, we cover:
If you’re a founder struggling with rising acquisition costs or brand differentiation, this episode will change your thoughts about content marketing.
👉 You can listen to the full episode with Aves here.
🌐 IN THE SOCIAL SPHERE
Dairy Queen turned heavy snowfall into a brilliant OOH marketing opportunity by turning snowbanks into DQ Blizzards.
The seven-foot-tall DQ red spoons and Smarties mix-ins quickly drew attention from the public.
Passersby who spotted a ‘DQ Blizzard Bank’ could scan a QR code on the red spoon for a chance to win free Blizzards for a year.
⚡ QUICK HITS
💡 Scaling isn’t magic—it’s strategy. Pilothouse helps brands grow faster with omnichannel performance marketing that actually works. Ready to leave wasted ad spend behind? Let’s talk.
📅 EVENTS
Digital Summit - Digital Summit provides a space for you to dig into the topics most important to your success and survival. Sharpening your skills and hosting networking events for you to find your next job are part of the best marketing talent in the USA.
🗓️ Mar 25-26, 📍 Tampa, FL 💰 $525- $1,125
Prosper Show - A marketplace seller event that connects established Amazon, Walmart, and other marketplace sellers to network, learn, and grow their businesses. The conference offers actionable solutions for increasing profitability and efficiency.
🗓️ Mar 25-27, 📍 Winchester, NV 💰 Register To Attend
📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 150k 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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