📦 - Ride The Chill Train

DTC 483 - Profitable Customer Acquisition, Coors Light UGC Campaign, Something For Your Marketing Team, Super Bowl Meta Ad Tips Wednesday, January 31, 2024 Good morning, ICYMI Google has launched new AI features which includes an automated tabs organizer. You can now group similar tabs together so you can stay organized (and avoid accidentally closing your tabs and spiraling). Here’s what you’ll find in today’s DTC: - Coors Light’s Super Bowl campaign designed to collect quality UGC. - How this plant-based dumpling brand caters to customer needs. - Tips to create a winning Super Bowl Meta creative. - And…here’s a hack to hook in viewers and increase your video watch time. You’re reading this newsletter along with new subscribers from: HomeSmart, Eagle Protect, and DR Delicacy. 👋 IN PARTNERSHIP WITH BLACK CROW AI 😴 Does Profitable Customer Acquisition Keep You Awake At Night? All DTC brands have one thing top of mind… Profitable customer acquisition. Take the overthinking out of customer acquisition by easily converting anonymous site traffic and driving incremental revenue with [Black Crow AI](. It connects to your Shopify stack with one-click and activates predictive intelligence across your digital channels: - Meta Ads: Predicts prospect and target audiences that are most likely to buy, driving the right users to your site. - Onsite: Improves your welcome offer conversion, increasing list growth by over 40%. - Email/SMS: Fixes your broken user identification so you can trigger more abandonment flows and decrease your CAC. If a [free 30-day trial]( isn’t enough to convince you, Black Crow is so confident you’ll see ROI they’re offering you a $100 gift card to meet with their team. [Stop Overthinking Customer Acquisition]( 📰 NEWS - TikTok will now test [‘Find it on TikTok Shops’ CTA]( on videos. - Miller Lite’s creative Super Bowl campaign turns [1K fans wearing QR code jerseys into beer ads](. - See all the [Super Bowl LVIII ads in YouTube’s Adblitz hub](. CAMPAIGN BREAKDOWN 🚂 Coors Light Chill Train Targets Gen Z All aboard the Chill Train! Coors Light is running a 30-second Super Bowl ad to grab the attention of Gen Z consumers by reviving the silver bullet train concept and giving it a cool twist. The beer brand is now branding it as the [Coors Light Chill Train](. Before the big game, fans can visit the Coors Light website and snag a virtual seat on this beer-filled locomotive. The chilly concept: While the beer brand has used the silver train concept in the past, the messaging for its “Made to Chill” campaign is directed squarely at Gen Z. Marcelo Pascoa, VP of Marketing for the Coors family of brands explained: “We’ve added an emotional layer to our advertising. In this crazy hectic world we live in, there is a subversive power in choosing to have that moment of chill.” How it works: Those who want to jump aboard can head to [the Coors Light website](, reserve a seat, and upload a photo of themselves. 100 lucky fans will be chosen and digitally inserted into the commercial. Plus they’re sweetening the deal with some compensation and exclusive branded merch for winners. Seats will be up for grabs until Feb 2nd. The takeaway? The beer brand is hoping this fan-centric commercial will create lots of brand mentions and UGC. Participants will be encouraged to post their experience on social media. 📸 This campaign highlights how important it is to tailor branding and messaging to a specific audience to generate fan engagement in the form of UGC. Increased social media sharing helps create brand buzz and visibility. How are you leveraging the Super Bowl in your marketing for the next few weeks? IN PARTNERSHIP WITH MINISOCIAL 👀 Here’s A Solution For Everyone In Your Marketing Team … 📲 The Social Manager: Finally, content for your social channels and micro influencers who are spreading the word about your products while driving traffic back to your social channels. 🚀 The Growth Marketer: Content that is fully-licensed, forever, and is increasing ROAS and decreasing cost per ad to cart. 📧 The Email Marketer: Tired of the same content in your emails? Get higher click through rates with fresh assets. 📈 The CMO: Stoked because you made a decision that helped your entire team. 🎉 Join brands like Plant People, GreenPan, immi, AdoreMe, and Cocokind who are using minisocial to give their whole marketing team something they need. [Get minisocial For Your Team]( PODCAST 🎧 Eric Ji Sun Wu’s Evolution from Gainful’s Personalized Nutrition to Sobo’s Asian American Comfort Foods In this episode of the pod, we sit down with Eric Ji Sun Wu who grew personalized nutrition startup [Gainful]( to eight figures before creating comfort food brand [Sobo Foods]( that is striving to create tasty, authentic and healthy dumplings. 🥟 For aspiring entrepreneurs, it’s important to adapt and evolve while responding to market demands. Keeping customer’s needs at the forefront is important. Eric says: “Emphasizing the significance of personalization in product offerings, catering to individual customer needs can create a strong market differentiator and drive business growth.” In this podcast, we cover: - Navigating the competitive retail landscape - Building a brand that resonates well with consumers - The importance of product quality 👉 You can listen to the full episode with Eric [here](. WINNING AD CREATIVE 🎧 Score Major Points With These Super Bowl Meta Ads Tips Are you ready for Super Bowl LVIII? Many brands take advantage of this period to get their brand or products out there. The [Pilothouse team]( shared some important tips so you don’t fumble (😉) your Meta ad creatives. 1️⃣ Target NFL interests on Meta with football-related ads Here’s a snapshot of some interests you can include when you set up your audience targeting so you are finding users who are most likely to engage with your content. [Meta Ad’s Interest Ad Targeting Example] 2️⃣ Don’t overthink it! You can tweak a past high-performing ad and make it more Super Bowl focused by adding some football emojis on the creative and switching the messaging to something like “What your game day line up should look like…” Thanks to the [Pilothouse team]( for the Big Game day ad tips! 🧰 THE TOOLKIT 🤑 The future is here and it’s first-party data. Cookies are disappearing and the world's largest brands are pivoting to Northbeam for more effective revenue forecasting and creative analysis using first-party data. [Book a demo with Northbeam](. * SPONSOR DTC 📥 Promote your product to 160,000 digital marketing professionals DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. [Talk to our team to learn more](. 🌐 IN THE SOCIAL SPHERE If you are struggling with ‘hooking’ your viewers, try this technique: emotional validation. Rather than saying ‘stop scrolling’ in your video content, lead with empathy instead so your audience feels ‘seen.’ One way to do this is to reassure your viewers by saying ‘it’s okay to feel frustrated/overwhelmed/tired when you are doing x’ to validate their experiences and form a closer relationship with your audience. Can't view the image? [Click here]( 👀 BANTER This month was just a practice run. It doesn’t count. Have you heard our latest podcasts? - 🥟 Eric Ji Sun Wu’s [Entrepreneurial Journey with Sobo Foods]( - 💗 [AKNF 373:]( The Art of Valentine’s Day Advertising - ⭕ The Rumpl and Houdini [Partnership Story of Innovation and Sustainability]( - ❌ [AKNF 371:]( Biggest Amazon Return Mistakes - 🥘 Danielle Walsh and Steph Chen from cookware brand [Anyday on the Power of Storytelling]( 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](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. 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](