📦 - Sweet, But Not Too Sweet

DTC 554 - OLIPOP’s Kitchen Landing Page, Scroll Stop Rate, and Entrepreneurship Advice Thursday, May 9, 2024 Good morning, Meta Ads has been experiencing some glitches recently. A widespread bug this week prevented some accounts using credit cards from publishing ads because they could not find payment. The error message read ‘can’t find a funding source for the account.’ This is a reminder to double-check your Mother’s Day ads to ensure that your campaigns are firing correctly. Here’s what you’ll find in today’s DTC: - How OLIPOP encourages daily repeat traffic with their new aesthetic and interactive landing page. (Peek this dreamy page below 👇) - Do you know your scroll stop rate on Meta Ads? Here’s an easy way to analyze your video performance. - And…advice for those who want to go into entrepreneurship. You’re reading this newsletter along with new subscribers from: Solo Sports, Blind Cat Chocolate, and Grow With Noot. 👋 GROWTH 💪The Email & SMS Checklist to Grow Like Top-Performing Brands If you could have a peek into [how other brands are crushing email and SMS](, what would that mean for you? A revamped strategy? More sales? Growth like never before? 🤔 [Klaviyo analyzed 143 THOUSAND brands]( to uncover the data-backed best practices, checklist of essential actions, and case studies to guide and inspire your growth. In the choose your own adventure style report, select your path based on marketing focus and business size. You’ll [get access to data on](: - How many cross-channel campaigns top performing brands are sending monthly. - Why you should have two sign-up forms on your site for growth. - How many unique segments to reach monthly. - Tips and tricks to getting started with SMS including sending cadence. - Multi-channel campaign building strategies. Don't sleep on stealing proven strategies from these top brands. 👇 [Get The Report]( *Sponsored WEBSITE ✨ OLIPOP’s Peaches & Cream Kitchen Generates Repeat Traffic Prebiotic drink brand OLIPOP just released a new flavor, Peaches and Cream, in collaboration with Mattel to promote Barbie’s 65th anniversary. After going viral on social media, the 80s-inspired pink cans are already in huge demand. As part of its marketing strategy, the brand has also created a custom landing page, [Peaches & Cream Kitchen](, where visitors can enter to win a free can of the new beverage. 🍑 [OLIPOP’s Peaches & Cream Kitchen landing page] The aesthetic landing page takes you inside a Barbie-inspired kitchen with a pink fridge in the center. 😍 And… It does a great job of getting visitors to come back to the website on a daily basis. 📈 Here’s how OLIPOP did it: - Eye-catching visual: The landing page creates a realistic rendering of a Pinterest-worthy kitchen with a warm color palette inspired by the new drink. Although the page doesn’t feature much text, there are many fun visual elements to look at which helps increase the time spent on the page. - Contest rules are clear: It’s simple to enter: Click on the retro pink fridge at 12pm PST between the specified dates to win a free can of their new Peaches & Cream flavor. They make it clear they are giving away 1000 cans daily so visitors feel like they have a good chance of winning. - Newness isn’t over when the contest ends: They also used this high-traffic page as an opportunity to tease a special, sparkly, limited-edition soda that will soon be available at Walmart. This way, visitors will feel compelled to visit even when the contest ends to see this new product. The takeaways? This landing page is a creative way to excite OLIPOP customers about the newest product launch. 💡 The daily giveaways create buzz around the launch and get visitors into the habit of visiting the OLIPOP website and clicking through, priming them to convert. Visitors can also be retargeted later when they drop another version in a few weeks. Getting repeat visitors is not always easy, but this imaginative campaign proves that adding creativity into the mix can make a big difference in your website traffic performance! STRATEGY 👀 This DTC Mega Brand Had A Record-Setting BFCM… Without Discounting Jones Road Beauty doesn’t discount. Ever. Yet, last year their Klaviyo attributed BFCM revenue grew by 167%. 📈 No Black Friday deals + massive growth isn’t a story we’re used to hearing in the busiest shopping season of the year. [In partnership with Klaviyo, Jones Road broke down what drove their record breaking year](. Here’s some highlights: - How leveraging Klaviyo forms boosted interest in limited-edition products - Updating evergreen flows to spotlight limited-edition products - Tailoring your product drop for different segments Jones Road did as much revenue in the first 30 minutes of BFCM 2023 as they did the entire BFCM 2022 weekend. 🤯 If you want [the full scoop]( on how they did it: 👇 [Click to Read]( *Sponsored META ADS ➗ How To Calculate Your Scroll Stop Rate How do you measure your video ad performance on Meta Ads? Ultimately, you want to create ads that drive sales, but before a sale can occur, we need to focus on getting users to click on your ads and stop their scroll. By focusing on earlier metrics, you can cut out losing ads quicker, make your testing budgets more efficient, and find more winners you can scale. 🏆 Scroll stop rate is an important early metric that tells you how successful your ad hook is in video creatives. The more engaging your hook, the better your scroll stop rate will be. So, how do you determine if your ad is a scroll stopper? Here’s the simple formula: People who viewed your video for at least 3 seconds ÷ 1,000 impressions If you land between the 40 - 60% range then, congrats! This signifies a good ad that users at least pause to consider, which could possibly lead to higher conversions. Struggling to come up with a good hook for your brand? The Pilothouse team put together a [roundup of ads](, using some of those ads as examples, we’ll break down three tactics you can try when building your hooks: 1️⃣ Relatable: - The Trot Pets ad presents a common problem for pet parents: ugly and messy pet bowls. The video hooks you in with a relatable problem before presenting an easy solution. 2️⃣ Disruptive: - Circulon’s Easter Sale is definitely an attention grabber! The video begins with a question, ‘I heard you want cookware that doesn’t scratch?’ before a creator takes a power drill to a pan. The surprising hook is bound to stop viewers in their tracks and make them interested in learning more about the brand. 3️⃣ Informative: - Meermin’s ad starts with a creator gushing about how they found the perfect pair of shoes for an upcoming occasion before highlighting their benefits such as being comfortable and versatile. See more best-in-class video ads on [this Pilothouse page](. 🎵 TIKTOK UPDATE TikTok isn’t going down without a fight. This week, the company sued the U.S. government and called the law “unconstitutional” and an “unprecedented violation” of the First Amendment. What does this mean? The legal challenge could delay the ban, but we’ll follow this story closely and provide updates as the situation develops. Read the full story in our news section below. 👇 🌐 IN THE SOCIAL SPHERE Becoming an entrepreneur requires a lot of dedication and shouldn’t be seen as an escape from the 9-to-5 grind. It takes a lot of patience, perseverance, and sleepless nights! Can't view the image? [Click here]( ⚡ QUICK HITS 🔍 Klaviyo analyzed 143K brands so you don’t have to. Read the report for data-backed best practices for email and SMS, checklists to guide essential actions, and real-life success stories. [Grab your copy here](. * 📰 NEWS - TikTok [sues the U.S. government for violating the First Amendment](. - Meta’s powerful AI tools [can now generate full AI images for ads](. - Threads [is testing a cross-posting feature on Instagram to boost growth](. 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? - 👕 How True Classic [Turned Customer Support Into a Profit Center]( - ❌ [AKNF 400:]( Common Google Ad Mistakes - 🤠 Bart Szaniewski Shares [How Dad Gang Sold 100K Hats]( - 🛒 [AKNF 399:]( Mastering Meta Shops and Ad Instability - 🌎 Pela Case’s CEO Matt Bertulli [on Sustainable Consumer Goods]( - 🧑 [AKNF 397](: Using Data to Understand Your Authentic Audience 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](