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Good morning,
Google finally responds to all the backlash around AI Overviews generating incorrect answers and says they are making improvements so users don’t get any more ‘odd results.’
The search engine company says it has made over a dozen technical updates to the feature.
Some changes include building better detection mechanisms for nonsensical queries and also limiting the inclusion of satire and user-generated content with misleading advice.
Here’s what you’ll find in today’s DTC:
💡 How Tower 28 and OUAI’s strategic brand partnership led to a sold out product in just one day.
💗 Learn how to perfect the art of the upsell and get your AOV up!
😲 We are seeing a spike in searches for this mouthwatering drink as everyone gears up for summer. (If you’re in the food and bev space, this is a big content opportunity!)
You’re reading this newsletter along with new subscribers from: Hush Blankets, Koa Sports, and Harker Herbals. 👋
🥦 Are You Ready for the Boom in Healthy Active Products?
LTK wants you to know:
1️⃣ Gen Z trusts creators. They're 71% more likely to try a brand from a creator post than a traditional ad.
2️⃣ During back-to-school season, demand for healthy active products rises. Think: fitness shoes, healthy foods, supplements, fitness gear.
Do you have a product in this category? Are you maximizing your creator campaigns to their full potential? It’s time to find out! ⏰
Join LTK's exclusive webinar hosted by Paige Govoni, Principal of Partnership Media.
Discover:
Join LTK on June 18th at 2 PM EST for strategic insights to maximize your creator campaigns and build loyalty through engaging content.
*Sponsored
💗 Analyzing This Strategic and Successful Beauty Collaboration
The clean makeup brand Tower 28 recently collaborated with haircare brand OUAI on a limited edition product.
The lip gloss “infused with OUAI’s bestselling tropical St. Barts scent” quickly sold out in just one day once it hit shelves at Sephora and is now sold out on Sephora's ecommerce site.
Here's how they pulled off a successful collab campaign: 👇
1️⃣ Both brands built major buzz on their social media. They teased the collaboration last month before putting out this video on Instagram with the cheeky tagline, "This Collab Really Is That Beach."
By combining their reach (OUAI has over 3 million followers and Tower 28 has 370K followers), they were able to get the word out quickly and build hype around the new product release.
The video shows models showcasing the product on a sunny day at the beach and emphasize the irresistible fruit flavors behind OUAI's popular St. Barts scent.
2️⃣ The catchy copy appeals to customers with a vacation mindset: The campaign peppers in phrases like 'smells like vacation' and 'Take your lips on a tropical OUAIcation,' which is perfect as we enter the summer months and everyone gears up for travel plans.
3️⃣ Scent can be a major selling point: Tower 28's jelly lip glosses are one of its best-selling products, and pairing them with OUAI's popular St. Barts scent made the limited edition product even more appealing to their target audience.
On Google Trends, we can see an uptick in searches for fragrances in the U.S. over the past few years as more consumers are looking for products with attractive scents as the central part of their appeal.
💡 The brands also used this spike in site traffic as an opportunity to implement a bundling strategy to improve conversion rate as well as AOV.
Tower 28 Beauty encouraged online customers to add more items to their cart and spend over $40 to claim this attractive gift with purchase (GWP) upsell offer featuring OUAI’s scalp and body scrub.
On the OUAI site they also included similar messaging on their homepage banner and encouraged customers to spend over $60 to get a free travel size GWP of Tower 28’s SOS Spray, drawing attention to other complimentary travel products in their line up.
The takeaway?
This is a major win for both brands.
OUAI and Tower 28 were able to promote their lip product as a must-have for vacation and also promote other SKUs in their lineup that could fit into their customers' travel plans by making the beachy scent the star of the show.
As the smaller brand, Tower 28 benefited greatly from partnering with OUAI, which has a huge online following.
With travel being at the top of Gen Z and millennials' minds, this campaign does a great job of aligning a product with a scent that makes customers think about their next sweet escape.
🎧 How To Master Pre-Purchase Upsells
In this episode of the pod, we dive into the world of upsells with Aves from Pilothouse.
We'll explore how you can maximize your revenue by incorporating pre-purchase upsells into your ecommerce strategy and why upsells are so important when maximizing each customer's value especially when driving new top-of-funnel traffic is challenging.
Avery explains when to upsell, "Brands should not upsell if they don't know how to sell the product they are selling. Once you have a funnel that consistently converts, adding a single SKU upsell is ideal."
In this podcast, we cover:
👉 You can listen to the full episode with Aves here.
📈 GOOGLE SEARCH SURGE
Trending This Week: Searches for mocktails are up 280% this week and “watermelon mocktail recipes” have been the top trending recipe over the past week in the U.S. 🍉
Why is this happening? It looks like everyone is ready for summer gatherings, and instead of boozing it up, simple summer mocktails are a popular choice for non-alcohol drinkers.
Who should hop on this trend: Mixer brands like Betty Buzz can stand out by creating recipe inspo for all those looking for a refreshing sip.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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