Good morning,
Looks like Meta is rolling out a new feature in their Advantage+ Shopping Campaigns. Now advertisers can define their engaged customers using Engaged Audiences.
Meta defines this group as "people who are aware of your business or have interacted with your business but have not made a purchase."
This update is a great opportunity for brands to target cold leads and turn them into first-time customers.
Check out Barry Hott’s tweet in our Quick Hits section for more info!
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Canada Goose, Freddie’s Flowers, and Startled Squid. 👋
A service based brand joined Pilothouse’s brand accelerator, Pilot Program, with one goal in mind: scale. 🚀
The team took over their campaigns, revamped their creative approach, and saw results better than anyone could have expected…
💥 Their sales doubled and their AOV increased by over $30
This isn’t a one-off success story. The team has opened up limited spaces for Pilot Programto help your brand achieve results like these.
If you want to scale to new heights, get in touch with the partnerships team today.
🚨 Kickstart your growth and unlock your brand’s full potential.
*Sponsored
Uh oh, have you ever sent out an email that wasn’t supposed to go out to your entire customer database? 😬
The oral care brand Gem found themselves in this position after accidentally sending a $25 birthday code to their 82K subscribers.
By documenting this $2 million dollar mistake on TikTok, the video quickly went viral and racked up over a million views in just a few days.
Although it became clear later on that this was carefully orchestrated for TikTok content it had a lot of viewers fooled because of their great storytelling skills.
Here’s why this type of content works so well on TikTok:
The takeaway?
This type of ‘shock and tell’ content is a great way to increase engagement on TikTok and a smart way to get a lift in sales.
However, it’s probably best to only use this tactic once so you don’t erode customer trust over time.
In this episode of the pod, we chat with the Pilothouse TikTok team about the app and the importance of clear content requests when media buyers work with creators.
Spencer and Marina also discuss the future of TikTok and the impact of a potential ban.
Marina’s content tip: “B-roll can be a content creator’s gold mine. I film all day long even if it’s not branded content so these clips are ready to go and it makes the editing process easier.”
In this podcast, we cover:
👉 You can listen to the full episode with Spencer and Marina here.
The way you tell your story matters. People like to purchase from people they trust so make sure that you communicate your values well.
❓ What are you gonna do when all the cookies are gone? Get first-party ad performance data before they disappear and future-proof your creative testing. Book a FREE strategy session with Northbeam. *
👀 Have you spotted this new feature in your Advantage+ Shopping Campaigns?Here’s how to set your engaged customers' audience segment in your ad account. Here’s more info on the update.
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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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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