📦 - Prints and Pastels 🍓

DTC 505 - Baggu Brand Profile, Amazon TOS Metric, and Online Credibility Friday, March 1, 2024 If you’re not even a little embarrassed of your OG email address, you’re lying. 🤣 Good morning, After Google and Reddit teamed up for their data-sharing partnership, other companies are hopping on the bandwagon. WordPress and Tumblr are in talks with OpenAI and Midjourney about using their users' content to train their AI tools and also gain more access to user data now that third-party cookies are phasing out. And if X also decides to broker a deal...you might have to start deleting those embarrassing tweets from 10 years ago. 🫢 Here’s what you’ll find in today’s DTC: - Learn how sustainable bag brand Baggu attracted a huge online following with Gen Z. - Why Amazon sellers should be looking at the Top of Search (TOS) metric. - And two ways to unlock your online credibility. You’re reading this newsletter along with new subscribers from: Remedy Skin, Belvue Roofing, and Omaha Steaks. 👋 PARTNERSHIP 🙃 If Your Results Are Stagnant and It Feels Like You’re Going In Circles… Then chances are your partnership isn’t working. We get it, breakups are tough… 💔 But 2024 is proving to be a wild year and if you’re not 100% confident that your current partnership is going to get you where you need to be, it might be [time to weigh your options](. If you’re being kept awake at night by thoughts like these: 👇 - “My current agency isn’t completely focused on what actually moves the needle” - “Are they truly aligned and strategizing based on my ROI goals?” - “Is my money being left on the table?” - “Is my current agency partnership really the best I can do?” Then we should chat… 👇 [Pilothouse]( (DTC’s sister company) are hungry problem solvers, ROAS generators, and partners in growth, right down to your bottom line. 🤔 Sound intriguing? [Get Connected With The Team Now]( No obligations — Pilothouse makes money when you do. * Sponsored BRAND SPOTLIGHT 🌸 Why Baggu Is So Popular With Gen Z The brand story 🍊 Emily Sugihara started [Baggu]( in 2007 when she realized there was a gap in the market for stylish reusable bags. She set out to create a sustainable bag that was not only aesthetically pleasing but durable, prioritizing quality materials that could withstand a hefty grocery trip. Baggu’s focus on sustainability and commitment to [minimal waste design]( struck a chord with their target audience and they quickly blew up on social media for their bright and bold patterns. Seventeen years later, the reusable brand has expanded its product lineup and is still wildly popular after going viral on TikTok. Many online customers closely follow the brand for new product drops which often go out of stock within minutes. But how did they get so popular? 🤔 Here are a few reasons why Baggu bags were able to achieve cult status with Gen Z: - Multiple colorways: It’s easy for customers to find a print that speaks to their individual needs and matches their personal style. - Ease of use: Functionality is top of mind with products being lightweight, foldable, and machine washable. - Eco-conscious mission: Baggu resonates with their Gen Z audiences who [care about sustainability]( and make this a big part of their brand identity. - Affordable price point: Most SKUS are priced under $50 which makes them accessible for many consumers. - Community Focus: They actively engage with their online community on social media and are known to reward advocates of the brand with new products as a thank you. - Exciting brand partnerships: In the past year they’ve launched products in collaboration with Sanrio and popular NYC designer Sandy Liang. - Limited drops: Their exclusive drops create the illusion of scarcity and leave customers clamoring for more. The impact? [A TikTok user using the popular What’s In My Baggu trend] - The ‘What’s In My Baggu’ hashtag has almost 22.2 million TikTok views, an offspring of the popular hashtag What’s In My Purse. - Users on social media love to show off what’s in their Baggu bags. The video content demonstrates how the product is roomy and durable, which are common customer pain points. Armed with a great product, a powerful mission, and exciting collaborations, Baggu does a great job keeping Gen Z customers excited about their brand and awaiting their next buzzworthy drop. Have you hopped on the reusable bag trend? - [Yes, I love them!]( - [Not yet but considering it.]( - [Nope, plastic all the way.]( COHESIVE BRANDING 📸 There’s a Reason Why Headshots from Brands Like Google, Meta, and L’Oreal Look So Crisp… Chris from marketing’s headshot was taken in his living room. Rhonda from finance’s headshot was taken in front of a brick wall. When people are searching for your brand, [they notice these things](! Shoott is making it easier than ever to get headshots for your team that[present your brand with cohesive finesse](. Here’s how: 👇 - Get connected with photographers with Shoott’s full concierge service. Shoott has the comms covered for a seamless experience, start to finish. - Only pay for the photos in your gallery that you love! Chris blinked and Rhonda sneezed? You didn’t waste a penny. - Expert retouching (actually done by humans!). Get connected with the 4.9 star rated headshot service used by Google, Meta, L’Oreal and more. ⭐ [Say Cheese!]( * Sponsored AMAZON TIPS 🎧 Why You Should Pay Attention To The Top Of Search Metric If you’re not looking at Top of Search impression share (ToS IS) you should be. The [Pilothouse Amazon team]( shares why this metric is so important when it comes to managing your ad spend. 💰 What is Amazon’s top of search impression share? This PPC metric shows the percentage of top-of-search impressions that the campaign earned out of all the top-of-search impressions it's eligible to receive for a given date range. This allows advertisers to understand where you can dive deeper, scale, and where you’re capped out. For those not familiar with TOS, it can be found on the main screen of Amazon’s ad console, making it an exceptionally easy metric to view during regular account reviews. 💡 A good ROAS (aka Return on Ad Spend that meets your goals for that keyword) plus a low TOS impression share (<15%) tells you there is likely room to scale up that keyword and improve. Those two metrics together tell an important story: - Conversions are happening at your target return on that keyword - Ads are only being displayed to a small subset of searches When looking at TOS Impression share, specifically Sponsored Product Ads, our rough guide is this: TOS impression share can also be a helpful metric to keep an eye on if things start to go South. ASIN campaigns that are purposely trying to avoid Search Placements should have a very low TOS impression share, if this starts to climb we know something is broken. If this happens double check placement modifiers as they may need to be adjusted. Channel check! Is your brand on Amazon? - [Yes!]( - [Not yet but considering it.]( - [No.]( 🌐 IN THE SOCIAL SPHERE Emphasizing experience in your niche is a great way to build online credibility and is valuable info to include in your brand story webpage. If you don’t have x years of experience on your resume, document your entrepreneurial progress instead! Can't view the image? [Click here]( 📰 NEWS - Email marketing platform Klaviyo’s revenue [surged to $698.1 million last year](, a 48% increase YoY. - E.U. users complain about [Meta’s ‘Pay or Consent’ data collection]( for targeted ads. - GA4 [launches default Google Ads Report](to simplify data access. - Gatorade taps into the health conscious market with [new Gatorade Water.]( 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? - 👚 Oren John on Launching a [Premium Niche Fashion Brand]( - 💰 [AKNF 381:]( The Ultimate CRO Framework for Media Buyers - 🧦 Streamlining Success – Outway's Taylor Fraser on [Simplifying to Scale Ecommerce]( - 👀 [AKNF 379:]( TikTok Shop Affiliates: The Time Is Now - 🔗 Ezra Firestone on [Proactive SEO and Brand Acquisitions]( - 📈 [AKNF 377:]( Spilling our Performance Max Google Ad Secrets 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](