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Good morning,
We’re officially ONE WEEK OUT from Black Friday 2024.
You’ve got this! 💪
Here’s what you’ll find in today’s DTC:
👓 We discuss how Warby Parker’s collaboration with Emma Chamberlain leverages the power of nostalgia marketing.
🏆 Are you ready for it? Here’s your Q4 Readiness survival kit.
💡 And…if you work with TikTok affiliates, this new feature has the potential to give you a huge sales boost!
You’re reading this newsletter along with new subscribers from: Kitchen Magic, BIBS, and Sunwing. 👋
⚡ TL;DR: Register for Wunderkind’s post-BFCM review to get data and strategies to fuel you through the second wave of holiday sales. ⚡
On December 3rd at 11am ET, Wunderkind will unveil the data from tens of billions of tracked events to help you understand key consumer behaviors that drove conversions through BFCM.
At the webinar, learn: 👇
Use this data to strategize and fuel the rest of 2024 and beyond. Take a minute out of your busy day and…
* sponsored
💡 Warby Parker Capitalizes on Nostalgia Marketing with Emma Chamberlain
Warby Parker, the cult favorite eyewear brand, is doing another collaboration with influencer and YouTube sensation Emma Chamberlain.
The limited edition collection features four vintage-inspired frames in two different colorways.
The Warby Parker x Emma landing page shows Emma wearing the different frames and includes personal quotes about why she loves each item.
The Emma frame is "subtle but memorable" while the Patty frame named after her grandmother is more “playful but still sleek” which gives customers direction on what persona they want to emulate.
Why this works:
Partnership is authentic: Emma's brand is all about authenticity and her love for Warby Parker's frames is well known. She's been a long-time fan of the brand, so designing her own collection is a natural next step.
Chamberlain remarks: "I've been wearing Warby Parker frames since I was literally 14 years old, and there's no one I would rather have partnered with for my first foray into designing my own eyewear."
Retro is trending: Retro designs are trending at an all-time high, so this collection, which takes inspiration from the 40s to 60s and 90s eyewear, is sure to connect with its target audience, which loves vintage-inspired frames.
Styling is elevated but still approachable: Thanks to Emma's persona, the campaign feels accessible even with elevated styling choices which fits well with Warby Parker's stance on offering accessible eyewear to customers at an affordable price point.
The takeaway?
This campaign leverages Emma's star power and her effortless style to tap into a wider audience through nostalgia marketing.
🚀 Want To Give Your Ads A Boost? Find The Strategies You Need in This Free Guide
Consumers flick past a LOT of ads on social media. Want yours to stop the scroll?
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Dive into:
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🎧 Tackling Ecommerce Competition and Logistics Challenges Like A Pro
The Pilothouse Meta team shares seven tips on preparing for the BFCM frenzy.
1️⃣ Budget Plan for Black Friday Week:
Plan to overestimate your daily spending for Black Friday week. This will help ensure that daily spending limits are adequate.
2️⃣ Have a Backup Payment Method: Ensure you have a secondary credit card linked to your Ad Account in case of any problems with your primary card.
3️⃣ Pre-Scheduling Campaigns: Now is the time to pre-schedule your ads!
Submitting them for review early prevents downtime when you're ready to launch.
It's important to pre-schedule instead of launching and then pausing ads, as paused ads will re-enter the learning phase when activated again.
4️⃣ Early Promotion Strategy: Communicate your Cyber 5, Black Friday, and Cyber Monday promotions early and frequently, emphasizing that they are the best offers available.
Many consumers wait for better deals, so using urgent messaging—like "best offer of the year"—can motivate immediate purchases. Utilize multiple channels (ads, emails, on-site banners) to spread this message effectively.
5️⃣ Prepare for Shipping Delays: Set proper expectations for delivery by communicating clearly and frequently.
👉 With the ongoing Canada Post strike, some consumers may feel uncertain about purchasing if they don't think their packages will arrive in time. Let them know if you will be using alternative carriers.
6️⃣ Boost Customer Confidence: Maximize customer confidence using trust badges to minimize cancellations, returns, and refunds.
7️⃣ Targeting Holiday Audiences: Consider integrating holiday-themed audience targeting in your campaigns.
This can include Lookalike Audiences based on customers from Q4 last year and remarketing efforts aimed at past purchasers and frequent buyers.
How is your business getting ready for BFCM? Reply back to the newsletter and let us know.
🌐 IN THE SOCIAL SPHERE
TikTok is making it easier for creators to share links to their favorite products with the new affiliate comment link feature.
Instead of directing followers to a link in their bio, creators can now add a link in the comment section of their video.
This new feature is only currently available to select creators but definitely something to keep an eye out for!
⚡ QUICK HITS
🤔 Need help keeping up with the constantly shifting trends for Black Friday? Adjust your BFCM gameplan with daily insights across the market with Particl’s free newsletter. Subscribe here. *
📅 EVENTS
AI Summit - With an expected turnout of over 1,500 attendees, the event features a diverse mix of organizations, ranging from Fortune 500 companies to innovative startups. Participants will benefit from expert-led sessions and workshops covering key topics such as AI strategy, machine learning implementation, and ethical AI practices.
📅 Dec 11-12, 🇺🇸 New York, USA 💰 $49-$2399
Digital Summit - A premier digital marketing conference designed for professionals seeking to enhance their skills and knowledge in the fast-paced digital landscape. Participants will explore a range of topics such as content marketing, social media strategies, SEO best practices, and data analytics through engaging sessions, workshops, and keynote presentations from industry experts.
📅 Dec 11-12, 🇺🇸 Portland, USA 💰$525-$925
📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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Please note that items in this newsletter marked with * contain sponsored content.
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