Good morning,
The world's largest annual migration takes place in China during the Lunar New Year, as people travel to be with loved ones.
If you rely on Chinese suppliers, be prepared for upcoming factory shutdowns during this time and stock up on inventory to avoid disruptions.
Here’s what you’ll find in today’s DTC:
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Do you know what else gets clicks? Well executed, authentic UGC…
In fact,
UGC is NOT, I repeat, NOT dead, but there’s no doubt the game has changed.
The problem? People are still making User GENERATED content, but you need to start making user GENUINE content to forge REAL connections with your customers.
That’s exactly what our friends at Skeepers are covering in their upcoming live webinar:
2024 UGC Trends Unveiled: A Deep Dive into Strategy and Trendsetting
Take an hour of your day to join industry leaders Karen Behnke, Founder at Juice Beauty, and Courtney Siegel, VP of Marketing at Skeepers as they share their exact playbook for creating genuine content and authentic stories on both brand marketing and paid channels.
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As you put together your V-Day creatives, here’s some ad inspo from our Pilothouse content team.
The jewelry brand Olive & Piper rolled out their Valentine’s Day campaign with these stunning creatives that clearly communicate their offering.
Three V Day ad tips:
💗 Contrast product against a suitable background color
These ads utilize a pink backdrop so viewers can immediately tell it's geared towards those who are looking for Valentine’s Day Gift.
The product is also isolated and easily identifiable.
💗 Messaging is clear and easy to read
The 'I Love You' message is short and impactful. They incorporate one of their necklace designs with their main messaging which makes it easy for the viewer to connect the dots:
What better way to say I love you than with a necklace from Olive & Piper?
The tagline ‘make this Valentine’s Day unforgettable.’ forms an emotional connection with the audience since it’s all about creating good memories.
💗 Broad messaging can work for multiple audiences
For people looking for V Day gifts whether it’s men or women purchasing for family or friends, the tagline works for everyone and stays on brand with O&P’s mission of “You’re the occasion” as in treating yourself.
The result?
Since launching, these Valentine’s day ad creatives have been crushing it! 📈
78% of consumers are willing to pay more for environmentally-friendly products. You’re missing out on this huge market if you’re not implementing sustainability efforts in your strategy. But it’s not too late!
Join this live webinar on January 31 with Wren, Jameo, and Rosy Soil and dig into real-world examples of sustainability initiatives that unlock success and drive positive environmental outcomes.
Join the webinar and learn how to:
🛍️ Navigate consumer preferences in the green era
🤝 Build trust and loyalty with sustainability initiatives
📈 Drive positive environmental impact with every sale
💼 Make specific and tangible changes in your business
Maximize sustainability initiatives for a positive impact on your sales and the environment. 👇
Luxury eyewear brand Gentle Monster quickly went viral on TikTok when they teased their new ‘Gentle Jelly’ collection last week.
The new releases are heavily inspired by two things: Y2K fashion and jellycore.
It’s simultaneously on trend and nostalgic which does a great job connecting with their Gen Z audience that loves the early 2000s aesthetic.
What’s nostalgia marketing?
Nostalgia marketing is a strategy that taps into a specific period or cultural moment as a way to create a positive emotional bond or evoke a feeling with the audience. ⚡
This can be particularly impactful if you are targeting a specific age group or generation. While millennials are obsessed with the 90s, Gen Z is more enamored with Y2K.
Why this campaign works so well:
1️⃣ The Y2K trend feels nostalgic
Unique and vibrant colorways and fun details are reminiscent of the early 2000s aesthetic before smartphones became prevalent.
Fashion-forward Gen Z loves products that are inspired by Y2K which feels like a simpler and comforting time that celebrates the individualistic spirit.
2️⃣ Paired with a rising trend: jelly aesthetic
In the 2024 Pinterest Predicts report, jellycore was identified as a big upcoming trend in consumer products for 2024.
We saw this when Coach dropped their Jelly Tabby purse collection last year. Gentle Monster is keeping the momentum going with its eye-catching videos they are using for social and for their homepage.
3️⃣ Fun, sustainable packaging
Since Gentle Monster leverages influencer marketing for their online campaigns, their unboxing experiences are always memorable.
This time around, they packaged their products in candy-inspired packaging which fits well with the collection theme and makes the whole experience feel cohesive.
The colorful packaging is not only eye-catching on platforms like TikTok but it’s also reusable which is important to sustainability conscious Gen Z.
Emotion is a powerful tool and nostalgia marketing can make a campaign more memorable. By capitalizing on Gen Z’s love of the Y2K era while offering a contemporary twist, this was an immediate hit with their target audience.
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
Amazon sellers, are you noticing a boost in search rankings?
We want to know your thoughts on TikTok Shop! Are you trying it? Is it working? What do you think of it and its potential (or lack thereof)? Let us know by replying back to this newsletter!
Surprise and delight! Under promise, over deliver!
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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