DTC595: Using Paid Social To Promote Your Rebrand

Good morning,

If you advertise on Facebook and Instagram, be warned that if you promote a post via an iPhone or iPad, Apple will hit you with a 30% service fee due to their in-app payment rules. 😬

This came into effect in the U.S. back in February but will now affect all regions worldwide.

For businesses who want to avoid paying this fee, head on over to our News section to learn how.

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

💰 Four tips on how ecommerce businesses can promote their ✨ rebrand ✨ using paid social.
💩 We analyze Earth Rated’s dog poop bag packaging refresh and rate whether it’s a stinker or a solid W.
💡 And…hey, sometimes we need a bit of closure to move on. Learn how applying this one psychological tactic can help improve your ad’s watch time.

You’re reading this newsletter along with new subscribers from: B. LUUV & CO., Bloom & Wild, and SD Botox. 👋

✅ Four Tips on How To Survive A Rebrand

Rebranding can be an exciting time for many in the DTC space - new colors, fonts, messaging, etc.

And the Pilothouse Meta team has lots of experience with helping brands transition to their new branding on paid social so listen up and take notes!

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1️⃣ Be Flexible

The biggest tip is being flexible with colors and fonts. Being open to testing secondary and tertiary colors can go a long way.

Maybe one of your secondary colors draws more interest and converts at a higher rate than your primary colors. You’ll never know until you A/B test.

Being flexible with testing a range of colors from your new brand guidelines can give you more opportunities to scale.

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2️⃣ Patience is Key!

It may take a few weeks to find a new winning ad when transitioning branding. Having patience and continuing to run older branding while finding new winners is key to keeping performance consistent in your ad account.

Pilothouse Tip: Start running ads with your new branding as early as possible to give yourself time to find new winners. Even if you don’t have all the new branding on site yet, getting new ads live is highly recommended.

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3️⃣ Keep the Same Pixel

If you have a pixel set up, you don’t need to create a new one. Install the same pixel on your new site if you’re launching on a new platform to retain key data insights and learnings.

💡 Test events once the pixel is on site to ensure tracking is working as expected.

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4️⃣ Focus on Evergreen Ads

When rolling out your rebrand, the Pilothouse Meta team recommends investing in evergreen content, as this can scale in your ad account long term.

Having specific ads with new brand callouts can be valuable and help generate hype, but evergreen can generate returns in the long run.

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If you're planning a rebrand, make sure to write down these tips so you can debut a fresh look without negatively affecting your ad performance.

🐶 Why Earth Rated’s New Modern Packaging Is A Win

Pet supply brand Earth Rated revamped its branding last year and made some major changes to its dog poop bag design. 💩

Here’s a look at Earth Rated’s before and after packaging transformation.

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Here are the packaging design tweaks they made:

• Larger and bolder font: The updated packaging makes their brand name much easier to read and looks much more minimal and clean compared to the previous packaging, which has almost a childish appearance.
  
  We also see the design trend of using a bright solid color for their entire packaging, which makes the packaging look more aesthetic and Instagrammable.

• Communicates this is a pet product: If you look closely at their new brand logo, you can spot the silhouette of a dog cleverly placed between the letters t and h. So it’s easy for consumers to deduce what the product is and who it is for. 🐶
  
  The old logo doesn’t communicate anything about this being a product for dogs, and when seen alone, it resembles a generic nature brand.
  
• Describes more features: The copy in the new packaging also stresses that their poop bags have handles which is a common issue for dog owners and is a strong selling point.

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The takeaway?

We think this packaging update is a major improvement! The new logo is much more impactful and modern looking plus the copy does a great job of communicating what the product is.

Reply and let us know what product packaging you want us to analyze next!

🎟️ By Studying Close To 500 Successful DTC Brands Over The Past Four Years On The DTC Podcast, I’ve Learned A Lot…

One of the biggest keys to success, common among the DTC operators I get to talk with every week, is how much they value the ability to build community with other operators who’ve solved similar challenges.

That’s what we do at C-Suite Masterminds. We put incredibly bright and successful people into a beautiful setting for two days, bringing in Apex Operators from 8 and 9-figure brands like Four Sigmatic, Frost Buddy, Alpha Lion, Glamnetic, and BREZ to give presentations on the critical business and operational levers that helped them transcend the growth ladder.  

If you’re a DTC brand struggling with a growth obstacle or a profitability predicament, sometimes your best investment can be in an experience that inspires, informs, and connects you.

Experience C-Suite Mastermind: Apex Operators on September 18-19, in Victoria, BC.

🌐 IN THE SOCIAL SPHERE

If viewers aren’t watching your ads until the end, here’s a clever tactic to test out. Try creating and closing ‘open loops.’ ➰

This psychological tactic is easy to add to your video script and can keep viewers invested in your content.

Simply promise them something at the start to hook them in and hint that there will be a big payoff at the end so they feel compelled to keep watching.

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⚡ QUICK HITS

🚀 Are you a small business that can’t seem to crack Meta? Cornea Care saw a 97% ROAS increase with Pilothouse’s new Launchpad Program. Join Launchpad today. *