DTC565: Growoya’s Evergreen Ad Campaign Insights

Good morning,

Liquid Death wants you to know that if you purchase a can in the next few months, you could be eligible to win…a $400,000 jet?!

Yes, an actual jet dubbed ‘The Dehydrator’ because its thrust will “relieve you of your bodily fluids and make you empty your stomach.”

Plus, a year’s supply of their canned water and a branded pilot helmet.

Even though the brand has a reputation for being disruptive, this one definitely takes the cake.

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Here’s what you’ll find in today’s DTC:

🌱 Why evergreen ads are a must in your Meta Ads mix. We share insights on best performing evergreen ad sets!
👀 Ever wondered what Shopify apps your competitors are using? Today we take a look at the multimillion dollar sunglasses brand Quay’s tech stack.
😬 And… users on X are sharing screenshots of their AI Overviews experience on Google search and the results are a bit alarming.

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You’re reading this newsletter along with new subscribers from: Big Moose Furniture, Coca-Cola, and Randles Hotel. 👋

🌱 GrowOya’s Evergreen Ad Insights

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Establishing a core set of evergreen ad creatives within a Facebook ad account is paramount for long-term marketing success.

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Why?

Because evergreen ads are timeless and versatile, they focus on the product's universal appeal and tap into core customers' needs and pain points rather than relying on trends.

Most importantly, they utilize your top selling angles and overcome customer objections.

And they don't require a ton of upkeep. These ads can continue to generate results without any creative changes.

As the algorithm learns more about your audience, it will better find people who will engage and ultimately convert.

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So, how do you create an evergreen ad?

The Pilothouse Meta team created different sets of evergreen ads for their client GrowOya and saw great results.

They focused on highlighting the brand's star product, ease of use, and water-saving ability. When designing, they wanted to create ad designs that matched the brand's visual identity and use a strong and straightforward call to action to get those conversions going.

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Here's some evergreen ad insights from GrowOya:

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Simple static ads perform best from an evergreen perspective. The only outlier is the comparison ad which performed well considering the hose is technically the biggest competitor.

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But you still want to have a diverse ad set. The animation demo video shows how the product works and its effectiveness on plants.  These ads are starting to gain momentum and are seeing a higher AOV so having a diversity of evergreen ads can help.

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Simple hooks are effective: In one of the direct explainer videos, the hook that engaged most with viewers was ‘Gardening has literally never been this easy.”

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This consistent messaging helps reinforce brand recognition and builds customer trust over time.

What does your ad mix look like right now? Make sure to add some evergreen content into your ad rotation to improve performance.

📱 Peeking At Quay’s Shopify Apps

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Have you ever wondered what apps your competitors use to power their ecommerce store? 👀

Having a strong tech stack helps your store run smoothly while optimizing for conversions.

Today, we’ll be diving into Australian sunglasses brand Quay. 🚀

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Here are a few Shopify apps Quay is using (make sure to bookmark or screenshot these for later): 👇

1️⃣ Back in Stock: This restock alerts plugin is a must to avoid lost sales from sold-out products.

Once inventory hits zero, the plugin replaces sold-out buttons with restock notification buttons, allowing you to collect customer emails to target later when the item is restocked.

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2️⃣ Checkout Buddy: Customize your checkout page with dynamic content and custom fields, and use it as an opportunity to upsell and cross-sell customers.

At checkout, Quay entices customers to increase their basket size with a CTA that includes a discount code and a few other sunglass offerings.

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Customers can click on the images to view more information or press the ‘add’ button to fill up their cart in just one click.

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3️⃣ Searchanise: Make it easier for customers to find what they want with an AI-powered search bar and product filters. This is a step up from a regular search bar since it will also show you popular suggestions based on searches by past website visitors.

Installing this plugin directs Quay’s visitors to important pages such as their PDPs and blog, for customers looking for style inspiration before purchasing.

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4️⃣ Rise.ai: Get customers to spend more with this store credit solution plugin. It can offer gift cards, cashback, refunds, referrals, and set up a loyalty program.

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5️⃣ Shop for Good: This donation app makes it easier to support charities important to your brand and encourages customers to donate to the cause at cart or checkout.

Which brand should we spy on next? Reply back to the newsletter and tell us which brand or industry you want us to investigate!

👀 The DTC Landscape Is Shifting, Are You 100% Confident In Your Brands’ Growth Strategy?

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Almost every brand is looking to scale profitably, but in todays market, that’s getting more difficult than ever.

You’re not alone - roughly 75% of all brands that join DTC are saying the same thing. Pilothouse can help.

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If you:

• Aren’t hitting the numbers you want to hit
• Aren’t hitting the ROAS you need to be profitable
• Aren’t 100% sure which channels you should really be focusing on
• Or are just looking for a second opinion….

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We should chat…

Pilothouse (DTC’s sister company) has a few spots open and we’re looking for 3 brands we can sink our teeth into. We’re hungry problem solvers, ROAS generators, and partners in your growth, right down to your bottom line.

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🤔 Sound interesting?

Chat with someone on our team now - no obligation. We make money when you do.

‍🌐 IN THE SOCIAL SPHERE

Even though Google is telling everyone that AI Overviews is a helpful addition to search, the general sentiment on X is that the information can be dangerously inaccurate.

One user cited that the AI answer for the query ‘what to do if you were bitten by a rattlesnake’ is the opposite of what you should do in that scenario. 😕

People are already asking for the option to toggle it off. Luckily someone created a Chrome extension for hiding AI Overviews.

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‍📰 NEWS

• OpenAI strikes a multi-year $250 million deal with News Corp to access AI training content.
• TikTok plans to lay off employees in the marketing and operations division.
• Europe’s new AI Act takes a ‘risk-based approach’ to AI regulation.The more risky an AI product is to society, the more regulations it’ll have to follow in order to do business in the EU.

📥 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.

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‍Have you heard our latest podcasts?

• 💎 How Anna Harman Grew Studs To An 8 Figure Brand
• 💣 AKNF 404: Navigating Email Landmines + Bot Click Clarification
• 📈 The Marketing Millennials on Cracking the DTC Success Formula
• 💰 AKNF 403: Early Indicators of Amazon Success
• 👕 How True Classic Turned Customer Support Into a Profit Center
• ❌ AKNF 401: Common Google Ad Mistakes
• 🤠 Bart Szaniewski Shares How Dad Gang Sold 100K Hats

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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‍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.