DTC650: NAADAM's Soft As Hell Fall Ad Campaign

Good morning,

A leaked document called ‘How to Succeed in MrBeast Production’ has gone viral on social media.

The PDF allegedly written by the famous YouTuber himself is an in-depth guide on how to create great content on the video platform and it’s worth a read. More on this below!

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

👿 Cashmere brand NAADAM recruits an unexpected figure to star in their latest ad campaign.
🍂 How to take advantage of Amazon’s Fall Prime Event (even if you aren’t an Amazon seller).
✏️ And…we dive into key learnings from MrBeast’s leaked document on how to create the best video content on YouTube.

You’re reading this newsletter along with new subscribers from: Crumbl Cookies, Periwinkle Designs, and Foundry. 👋

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⏱️ 15% higher time spent on page per consumer.
📈 2x higher conversion rates.

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With Q4 traffic increases, how would these metric boosts impact your revenue? 👀

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Eko’s interactive videos help shoppers who land on your site fully explore and understand your products for a more personalized and engaging shopping experience. Click here to see it in action!

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Book your demo TODAY to get your optimized product gallery in as little as six weeks (before BFCM traffic).

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Ready to stand out and crush Q4?

👿 How NAADAM Pivoted To Softness as A Differentiation Point

Affordable cashmere brand NAADAM recently made a risky change to its elevated branding with a new fall campaign.

To emphasize the softness of their sweaters, they changed their tagline to ‘Soft as Hell’ and rolled out a social media campaign starring…the Devil himself.

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The ad campaign:

After teasing the campaign with a few Instagram posts, NAADAM launches their fall campaign with this cheeky video proclaiming: ‘The secret is out: even the Devil has a soft side.’ and we get to know how the devil has a love for all things soft which includes using fabric softener on his laundry and snuggling with his furry companion.

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Why this works:

The unhinged and hilarious ad is a clear departure from NAADAM’s past campaigns, which were more reserved and emphasized premium pieces at an affordable price.

The unexpected spokesperson and shock factor is a great way to engage with audiences and get them to click through.

And while the ad campaign does a great job of ‘hooking’ the viewer, the brand has also made some strategic tweaks to its website so the experience feels seamless.

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The website updates 👇

On the main nav, the brand added the wording ‘Soft as Hell’ and the fire icon in a red font color to stand out from their other tabs.

When clicked on, visitors are led to a page where they can shop ‘The Devil’s Picks’ and find out more about their ‘Soft as Hell’ mobile pop ups.

They cleverly added a new section on their PDPs to emphasize their sweaters' softness again. They introduced a 'softness scale' so it's easier for customers to differentiate between products on the site based on this very important criteria.

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The takeaway?

Humor is a great way to grab viewers' attention and get them to click through to the site.

By changing its core messaging from affordability to softness, NAADAM can reach more new customers who are looking for cozy items during the colder months.

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What do you think of this campaign?

🍂 Take Advantage of Amazon’s Fall Prime Day

Pilothouse shares different ways you can take advantage of the artificially created holiday of Prime Day even if your brand isn't selling on Amazon!

Amazon just announced this year's fall sales event will happen on October 8th and 9th.

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Why should you invest in this high-intent shopping period?

This is a great pre-Black Friday promo day to take advantage of. And the stats speak for themselves.

Over the summer, Amazon's Prime Day in July saw record breaking sales and growth. And so did their Labor Day Sale just a few weeks ago.

It's safe to say consumers are prepped and ready to spend on promos. Whether you have products on Amazon or are solely on Meta, you can still capitalize on this moment on either platform.

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Here are some expert tips to implement:

• Just do it: it's an easy soft launch into the BFCM season, and it only takes a few creatives and a small promo.
• You don't have to be on Amazon to do prime deals: Route meta traffic to your website and keep some margin!
• Simple creatives: Use simple, bold, urgency-based creatives to call out the offer.
• Contrast creatives: If you want to try a new style of promo creative for BFCM, this would be the time to test if that style will work
• Keep it Broad: You don't necessarily need to call out a specific discount number, just saying broad "prime day deals" will do the trick.

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This way, these ads will have learnings behind them, and you can easily turn them back on in future prime days for great success!

Amazon Prime deals help create a higher purchase intent period and buying momentum, so take advantage of this sales event when you can!

🌐 IN THE SOCIAL SPHERE

A leaked document allegedly written by MrBeast is making its rounds online.

The famous YouTuber shares his engagement tactics for creating the “best YouTube videos possible” and argues that doesn’t mean they need to be the funniest, best looking or highest quality videos.

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📥 Got a B2B Biz?

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Have you heard our latest podcasts?

• 🏜️ Dosso Beauty Tackling Hair Deserts with Hypoallergenic Products
• 📧 AKNF 437: Mastering Email Marketing with Quadrant Framework
• 🐶 Ollie on The Role of Brand in Scaling a Pet Food Company
• 🦆 AKNF 435: Stocking the Pond and Planning for Q4
• 👟 How VKTRY Gear Achieved 240% Growth with Niche Marketing
• 🆚 AKNF 433: All In on Amazon v.s. Diversified DTC

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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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