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Good morning,
Meta has rolled out automatic adjustments in some ad accounts.
What does this mean? Automatic rules can pause, activate, scale or downscale budgets without you knowingâŚ
Learn how to turn off this feature below.
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Hereâs what youâll find in todayâs DTC:
đ¤ We discuss the benefits and dangers of using AI in your Amazon creatives.
đ Learn how On Running captured 40% of the Swiss running shoe market with these clever tactics.
â How Dixxon Flannel Co. built a million order per month cult following + loyalty and review programs with Okendo
đ˛ AndâŚdouble check your Meta ad account. A new feature may be making changes to your campaigns without your knowledge.
Youâre reading this newsletter along with new subscribers from: Malin+Goetz, Decathlon, and Buster and Punch. đ
â° Will These 35 Minutes Change How Your Brand Approaches BFCM â24?
You never know where the next tip or insight that propels your brand forward will come from. đ
And when weâre coming up on the most impactful time of year for DTC brands, you canât afford to miss out on those chances to find the thing that makes your brand come out on top. đ
In just 48 hours, Klaviyo will be presenting the 2024 top consumer trends and practical last-minute strategy tips for BFCM.
Get the info you need and understand how to integrate trends, like early bird shoppers and managing inflation, into your strategy now.
Donât miss out on unlocking these last-minute BFCM â24 strategies.
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đĄ Beware of Amazon Generative AI Limitations
Amazon has been rolling out AI features quickly this year, and a big topic at the Accelerate conference in Seattle was Generative AI's potential and limitations.
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What has changed?
Lots.
Amazon's AI features allow sellers to create product titles, descriptions, and generate product attributes within seconds.
The ecommerce giant has also rolled out generative tools to create listing images, A+ Content, and videos for listings.
And⌠at the Accelerate Conference they teased the release of using AI to dynamically change listings based on customer search terms.
That's a lot of changes.
Pilothouse explains that on the one hand, these tools will make it quicker and easier to populate a listing's details prior to moving to a launch. And hopefully, these AI tools will help create a standard for sellers regarding creative and copy.
However, the early examples of creatives are not that great (especially when compared to the caliber of what is capable on Amazon).
So performing well on Amazon will still come from custom imagery and content created by experts (and will set you far above the competition).
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The takeaway?
At this time these suggested optimizations will be mediocre at best.
As any experienced Amazon Seller knows, what Amazon recommends, is rarely if ever a true best practice for maximizing performance on the platform. (Sorry, Amazon, we do love you still! đ)
So make sure to review any generative AI changes carefully before implementing them.
What you can do is continue to feed the AI with the best possible information. Right now, Pilothouse is reviewing all listings to ensure all attributes, backend keywords, and every detail we can give Amazon about our product is filled in.
AI is only as good as the available data, so we are ensuring Amazon has the data it needs.
Ideally, this will also help Rufus (Amazon AI shopping assistant) answer any questions from prospective customers.
As with anything AI, the first iteration is never perfect, so sellers continue to monitor these changes, and as they develop they will be able to reach their full potential.
đŁď¸ Last Call for BFCM! Did You Get Your UGC Campaign Order In Yet?
You heard it here first, minisocialâs got what you need for the holidaysâone-of-a-kind UGC campaigns that effortlessly take your marketing to the next level. âŤ
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đ Four Moves That Helped On Running Scale
Have you heard of On Running?
The Swiss shoe brand has been making big moves in the footwear market thanks to its innovative tech, sustainability mission, and community-building efforts.
Hereâs how On Running captured 40% of the Swiss running shoe market, bringing in an estimated $43 million monthly.
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The story
Ever since he was a kid, founder Olivier Bernhard has loved running.
Running gave him a sense of belonging. Growing up, he became a Swiss pro athlete, winning multiple Ironman titles.
Unsatisfied with the running shoes on the market, he decided to develop a shoe with a different running feel. His idea came to life when he used part of a garden hose to create a springy base optimal for running long distances.
While Nike rejected his proposal, he continued to work on developing a shoe and partnered with two friends who were skeptical at first but changed their minds once they tested out the prototype themselves.
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Four moves that helped them scale:
1ď¸âŁ Using celebrities as brand ambassadors: Tennis legend Roger Federer was a fan of the brand, and since they didnât have the budget to pay for his endorsement fees, they made him a shareholder instead.
Earlier this year, the brand inked a multi-year deal with A-list actress and fashion icon Zendaya, who was coming off the press tour for the tennis movie Challengers.
This was a huge win for the brand, who wanted to be known as an elevated sports shoe. Thanks to her endorsement, 2024 Q2 sales rose to 27.8% YoY.
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2ď¸âŁ Creating a customer feedback loop: On Running partnered with professional athletes to sport their product and get their feedback.
The On Athletics Club has a say in product development so the shoes are always made for runners in mind.
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3ď¸âŁ Focusing on creating a strong community: In the absence of third spaces, On focuses on developing community-run clubs so their customers can connect over their love of running.
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4ď¸âŁ Zeroing in on sustainability: The company started a circularity program called Cyclonâ˘. Customers who purchase shoes that are part of their Cyclon⢠collection will be able to recycle them after six months.
The shoe is made from a single material derived from castor beans, making it fully recyclable. Their innovation got them tons of press mentions and free exposure.
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The takeaway?
Innovation is part of On Runningâs brand DNA, and it is quickly gaining traction in the global shoe market thanks to these clever tactics.
â How Dixxon Flannel Co Built A Million Order Per Month Cult Following + Loyalty and Review Programs with Okendo
This week on the DTC Podcast, weâre not just talking loyalty programsâwe're diving deep into the fabric of cult brand creation.
Weâre joined by Gabrielle Noakes from Dixxon and Priya Patel from Okendo, to unfold how Dixxon, known for their killer flannels, has partnered with Okendo to weave customer data into the very threads of their brand strategy, enhancing loyalty through authentic engagement. đ§ľ
If youâve ever pondered the real ROI of loyalty programs or doubted their impact, tune in. This discussion might just revolutionize your approach to customer engagement.
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In the episode, youâll hear: đ
If youâre looking to deepen customer loyalty and transform your customers into brand advocates, make sure you⌠đ
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