📦 - Matilda Djerf’s Hair Is Full of Secrets

DTC 525 - Djerf Avenue Website, Halloween Ads in March, Hook Rates   Friday, March 29, 2024 Restore? No way. Reset? Yes please. 😌 Good morning, Wonky AI images are popping up all over Facebook thanks to AI-generated spam pages. Spammers are posting bad AI art multiple times a day to get on the algorithm’s good side, resulting in a lot of strange images going viral… Businesses will have to think of creative ways to stand out and cut through the clutter while maintaining credibility in a sea of bizarre content. Here’s what you’ll find in today’s DTC: - How apparel brand Djerf Avenue capitalized on existing audience when launching a beauty line with these website changes. - Why running Halloween Meta Ads in March was a surprise hit. - And…how effective is your Meta Ad hook? You’re reading this newsletter along with new subscribers from: Sunday Vibes, Fodmap Dietetics, and Clearlee. 👋   [Advertisement] BENCHMARKS 👀 No More Guesswork. Here’s What’s Actually Working in Email and SMS… Most brands claim they’re ‘crushing’ email and SMS. It makes you wonder ‘where does my strategy (and results) land me in the pack?’ Am I doing enough? We’re sure you, like us, have tried to search for answers; but, finding reliable benchmarks seems like a dead end… That's why [Klaviyo]( stepped in, analyzing BILLIONS of [data points from emails and texts](. See how your performance stacks up against comparable brands. Plus, gain real insights to elevate your strategy. Wanna see engagement grow? A boost in order volume? Increased conversion rates through strategic messaging? [Look no further](. 👀 What's [inside the report](? - Key ecom performance trends - Email and SMS campaign data BY INDUSTRY - Which four flows are driving the most revenue for your competitors - Where you need to improve (and how to do it) No more searching. The answers are here: 👇 [Secure The Report]( *Sponsored   PRE-LAUNCH STRATEGY 🎀 Analyzing Djerf Avenue’s Website Swedish lifestyle and fashion influencer, Matilda Djerf, just launched a new business venture. After the huge success of her multimillion-dollar fashion line [Djerf Avenue](, she is now venturing into the beauty space with a haircare line. Branching out makes sense for the popular influencer who is known for her signature voluminous hair. Searches for #matildadjerfhair have over 160M views on TikTok. Fans who want to emulate her look are eager to support her on launch day, but Matilda Djerf also did something really clever… (Brands who want to move into other verticals should take note.) She took advantage of the high volume traffic on her existing site to give her haircare line more visibility and used it as a cross selling opportunity. ⭐ Let’s break down three website tweaks Djerf Avenue made before launch day: [Djerf Avenue’s homepage banner promotes new beauty products] 1️⃣ Homepage Banner Takeover The Djerf Avenue homepage uses their main slideshow to announce the new beauty venture. This eye-catching graphic provides a great summary of what customers should expect and answers three important questions: what she’s launching, what types of products, and when customers should expect to see these items on the website. 2️⃣ Expanded Top Navigation On the website’s top navigation, they’ve made space for their new product category. Customers can now easily toggle back and forth between the clothing tab and the Djerf Avenue Beauty section (where shoppers will find the haircare products). This is a smart move since her existing customers and fans don’t need to enter a different domain to purchase. Instead, they can easily add clothing and beauty items into their shopping cart and reach the free shipping threshold. 3️⃣ Additional Tab For Cross-Selling On her beauty sub nav, there is a tab to view all hair products and then beside it a tab called [‘Pair with Hair’]( which is designed to cross-sell. These add-ons feature loungewear and accessories to help customers create the ultimate cozy girl aesthetic. Positioning it here is a great way to encourage customers to increase their basket size and complete their aspirational look. The takeaway? - Take advantage of an existing high-traffic site: Djerf Avenue is a highly popular DTC fashion brand, and rather than housing her new haircare products on a separate domain, she's taking advantage of existing traffic to get more eyeballs on her products. - Unified shopping experience focused on cross-selling: Fans of the fashion brand will be curious about the new haircare line which presents a great cross-selling opportunity before they complete their transaction. What do you think of this pre-launch strategy?   CREATIVE 💬 How Much Could Your Brand Grow With Never-Ending Content? If your content library was limitless, your testing, scaling, and growth potential would be too. Sound too good to be true? Hint hint: It’s not… 👀 [Meet minisocial]( — the go-to content solution for brands like Imperfect Foods, Plant People, Ceremonia, and Quip. minisocial’s fully-managed solution partners your brand with high-quality micro influencers who produce fully licensed content AND share it with their followers! Wanna give it a try and see if it works for you? Mention DTC and [get 15% OFF your first project](. You can thank us later. 😉 Get all the content you need with no long-term commitments. ⛔ [Try It Out!]( *Sponsored   META ADS 👻 Running Halloween Ads in March?! Yes, you read that right. The [Pilothouse Meta team]( tested out an ad creative for their client Slumberkins that is designed to get users to stop scrolling and do a double take. 👀 Rather than using Spring themed colors, they decided to go with a Halloween themed creative since Halloween items were included in the sale. Here are the results: Halloween Sale Creative: - CTR: 1.07% - CPC: $0.93 - ROAS: 2.73 Other Sale Creative: - CTR: 0.94% - CPC: $1.30 - ROAS: 2.54 Overall, the Halloween creative outperformed when comparing soft metrics — CTR, CPC, and ROAS! This is a neat way to stand out. So many brands are using pastel colors right now to emphasize springtime and spring sales, dare to be different!   🌐 IN THE SOCIAL SPHERE A reminder that a good hook stops people from scrolling but doesn’t necessarily translate to sales. When reviewing your analytics also look at your conversion rate and revenue per session to get the full picture of how relevant your hook rate is. Can't view the image? [Click here](   ⚡ QUICK HITS    📈 Good data can transform your business. Northbeam is leading the industry in first-party data and innovative machine learning. Upgrade your marketing and [book a FREE demo here](. *   📰 NEWS - Amazon [invests an additional $2.75 billion in AI startup Anthropic](. - TikTok [launched a $2.1 million advertising campaign to block the House bill]( that could lead to a TikTok ban in the U.S. - Google’s 2023 Ads Safety Report [reveals how scams and fraud are on the rise.]( - LinkedIn [tests a TikTok-like short-form video feed on its app](.   SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](.   Have you heard our latest podcasts? - 🧔🏻 Anthony Mink on [Live Bearded’s EOS and Disrupting Legacy Capitalism]( - 🔑 [AKNF 389:]( Unlocking SEO Success in 2024 - 💰 Rick Cadotte on [Four Sigmatic’s TOFU strategy after Meta challenges]( - 🍪 [AKNF 387](: How to extend the life of your cookies - 🪑 Dayne Rusch on [Vyper Industrial’s Eight Figure Shop Chair Journey]( - 📹 [AKNF 385:]( Why 3-5 second ads are crushing it on Meta - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](