Good morning,
It’s officially swiping season. Yesterday was Dating Sunday, the biggest day for dating apps, as singles look to get cuffed up for Valentine’s Day.
This means it’s almost time to start rolling out your lovey-dovey messaging.
We’ll be sharing some tips this week on how to create a great Valentine’s Day campaign so stay tuned!
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Little Fern Nappies, Fluent Trends, and Yellow Brick Deals 👋
This newsletter is brought to you…
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Gen Z wields a substantial $450 billion in spending power, yet effectively reaching them online proves to be a challenging task.
So, what makes targeting Gen Z so tricky?
These individuals, often referred to as digital natives, have grown up navigating social media platforms throughout their lives. And are no strangers to ad fatigue or doom scrolling.
In response to this, Gen Z has sought refuge in online spaces, particularly group chats, where they can enjoy a sense of security, privacy, and inclusivity. 💗
These chat platforms provide a haven for connecting with like-minded individuals without the incessant bombardment of promotional offers and brand messages.
Where can you find Gen Z online?
Platforms like Slack, Discord, and the newer Geneva have emerged as go-to destinations for creating exclusive online communities centered around specific niches or shared interests and help facilitate real-life meetups.
Brands such as Everyday Humans, Supergoop, and Ceremonia have successfully cultivated cozy online communities in Geneva. They actively engage with their members in this low-pressure environment by sharing playlists, personal stories, and celebrating individual achievements.
Take Rare Beauty, a cosmetic brand, for example. They excel in connecting with their fans through their Geneva group chat, offering valuable mental health tips and resources.
This approach aligns with their brand mission and their Rare Impact Fund, which aims to raise awareness and improve access to mental health services.
So, what's the key takeaway here?
Gen Z highly values secure and inclusive online communities, as well as meaningful two-way communication.
Brands that foster such welcoming environments can establish profound emotional connections with their Gen Z audience and develop brand loyalty (and maybe get a piece of that purchasing power pie).
In light of this, brands should explore diversifying their online channels to effectively engage with Gen Z.
2024 will be a year of transformation; a year when AI emerges at the forefront of the customer experience.
If you’re thinking, “cool, cool, cool… But how do I become a part of this?” No stress, Bloomreach has your back. 🤝
Bloomreach’s two-day digital event was created to help marketers like you stay ahead of the curve. You’ll discover how to best utilize this powerful new asset to create customer experiences that both resonate and drive revenue. 📈
Register for the free event, February 27th and 28th, led by industry leaders and jam-packed with insightful sessions.
AI isn’t slowing down, so let’s get your knowledge up to speed. 🏁 Step into the future with AI-driven personalization and discover a world of limitless possibilities.
Looking to revamp your ad creatives this year? Well, you’re in luck! The Pilothouse ad team did a lot of testing last year and discovered that these were the top 5 performing creatives in 2023.
If you’re looking for high returns, duplicate and scale these. An easy win to start the year. 🏆
Five high-performing ad creative types:
1️⃣ Greenscreen: A simple person overlay on either a product page or on top of a CGC video. You can use the TikTok greenscreen tool to easily create this effect.
2️⃣ Emojis: Add some emojis specific to the product or promo and you got yourself a low CPC winner. For example, this bedding brand used the sleeping emoji to get the point across that their product will ensure a good night’s sleep. 😴
3️⃣ Repeat background: Duplicate the same copy behind a product. If an image alone doesn’t convey what your product is about, use this as an opportunity to state what your product is and avoid confusion.
Badge GIF: Add simple USPs around a product and have them pop up one by one so they are easily distinguishable and give you a competitive edge.
Monochromatic Backgrounds: Have a background that is in the same color family as the product itself for an aesthetically pleasing ad creative. For this Great Jones ad, the color scheme makes their informative copy stand out too.
Whether it's utilizing greenscreens, emojis, repeat backgrounds, badge GIFs, or monochromatic backgrounds, duplicating and scaling these winning strategies offers a straightforward path to a successful start to the year. 🎉
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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