📦 - Rhode’s Lip Balm Phone Case = Brilliant UGC Idea

DTC 492 - Rhode’s UGC Idea, Performance Max Secrets, Repurposing Content Tuesday, February 13, 2024 Good morning, you stunning stack of sunshine. It’s Self-Love Day and a great time to target singles who want to get in on the Valentine’s Day fun. Run a flash sale or promo for all the singles out there who need a little pick-me-up impulse purchase treat. 💗 Here’s what you’ll find in today’s DTC: - How Hailey Bieber’s Rhode phone case became an online sensation - Ways to create a successful Performance Max Google Ads campaign - And…are you repurposing your content? You’re reading this newsletter along with new subscribers from: Empire Wealth Group, Pie Commission, and City Soles. 👋 IN PARTNERSHIP WITH KLAVIYO 😓 Your Data and Tech Infrastructure Is Creating Unhappy Customers… Customers are craving deeper, more personal connections with brands. If your current setup is hindering your ability to meet consumer demands, turn to [the platform built to cater to your brand's ever-evolving needs](. 👀 For Dagne Dover, along with over 130K other brands, that’s [Klaviyo](. 💬 "With Klaviyo, we can understand what’s happening with the health of our business, then engage our customers on a more personalized basis." - Marcia Zimmerman, Growth Marketing and Analytics Manager at Dagne Dover Stop making personalization harder than it needs to be. 👇 [Get Started Today]( WHAT’S TRENDING 💄 Why Rhode’s Phone Case Went Viral Last week, skincare brand [Rhode]( teased a genius accessory that quickly went viral on TikTok. 👀 Founder and trendsetter Hailey Bieber posted this selfie on social media and eagle-eyed viewers were quick to spot the item in this picture: [Rhode’s phone case serves a dual purpose] While it’s common for companies to release branded merch, users quickly noticed how the Rhode phone case held their popular Peptide Lip Tint in place. Why the Rhode phone case is a brilliant marketing move: - Bound to create lots of UGC: The Rhode phone case has a silicone mold that locks the product into place which makes it easy for users to carry their Rhode lip balm wherever they go. - It solves a problem for her core female demographic: You can easily go out with just your phone case and Rhode lip balm without carrying anything else. - Leverages Gen Z’s love for mirror selfies: The Rhode team ensures their lip product makes it into the pic seamlessly whenever a user snaps an effortlessly cool pic. 😎 The takeaway? - When creating branded merch, consider what your target audience wants to see and how it integrates with your product lineup. 💡 Not only did Rhode create a branded product that people wanted (and solves a common problem), but customers are already excited to purchase the branded phone case when it officially drops so they can take a similar pic of their own. A major UGC win for Rhode. 🏆👏 IN PARTNERSHIP WITH RICHPANEL 🦷 How Snow Teeth-Whitening Operates a $100M+ Business With Only 10 Customer-Service Agents How much are you spending on support agents? [Richpanel can confidently guess the answer is, “too much.”]( Snow, the well-known teeth-whitening brand, scaled to $100M+ in revenue with only 10 support agents and a little bit of AI magic. 👀 Snow discovered that a majority of their customer inquiries fell into 8-10 categories. Using Richpanel, Snow was able to use their inquiry categories to create self-service flows, significantly reducing the volume of tickets reaching the support team. Plus, leveraging Richpanel's AI assistants enabled Snow to [effectively double their team's productivity](. Think you’re overspending and under optimizing your customer support process? [See How Much You Can Save With Richpanel]( PODCAST 🎧 Spilling Secrets About Performance Max Google Ads In this episode of the pod, we catch up with Brian from [Pilothouse’s Google team]( and discuss the nuances and effectiveness of Performance Max campaigns in Google Ads, the secret to lead generation success, and when to use standard shopping campaigns. In this podcast, we cover: - The importance of asset groups, segmentation and the use of first-party data - When you need to be using branded keywords (if the price is right) - And why measuring marketing efficiency ratio is crucial for evaluating the effectiveness of Performance Max campaigns 👉 You can listen to the full episode with Brian [here](. 🧰 THE TOOLKIT 🚀 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](. * 📰 NEWS - X [sold million dollar ad packages]( for Super Bowl Sunday. - Cetaphil gets called out for [ripping off a TikTok creator for their Super Bowl ad.]( - Prebiotic soda brand Poppi [redefines the word ‘soda’]( in their Super Bowl campaign #SodasBack. - Seasoning brand Dan-O’s [spoofs Liquid Death ad with Smallest Ad Ever campaign.]( - Temu is criticized for [taking over the Super Bowl with multiple ads](. 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 Here are some ways you can leverage your long-form content and repurpose it for multiple channels to save you time! Can't view the image? [Click here]( 👀 BANTER Is it here yet??? Have you heard our latest podcasts? - ⭐ Niclas Bornling on [the Art of Brand Storytelling]( - 🚀 [AKNF 375](: ‘The Three W’s’ of Email CTR - 🥟 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 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](