Welcome to the latest issue of Cuppa, a quick-fire newsletter for internet-first brand builders. Filled with analysis on the art, science and culture of building breakout brands in a digital age, it's quick enough to read over a cuppa. (Or something stronger if you need it...no judgement!). To get it direct to your inbox every other Wednesday, subscribe here.
ART
With so much focus on paid social advertising these days, I always feel a little giddy when I see a brand make a killer OOH campaign, and YETI's recent execution ticks all my boxes. It's a great example of how to communicate complex products using simplistic, punchy, high-impact language that stands the test of time.
Gwyneth has filled an Airbnb with Goop goodies
Actress and Goop founder Gwyneth Paltrow is putting the guesthouse to her California home on Airbnb this September. The listing promises time with her, meals, pool access, a guided transcendental meditation session, plus the guarantee of getting “gooped.” Is Airbnb the next great advertising platform?
My dream brand listings? I vote for Amie Wines, Vacation, Djerf Avenue!
Starting a podcast or recording remote interviews can be expensive, especially if you're aiming for high-quality. This slick new tool lowers the barrier to entry, making it easy to record in studio quality without the studio.
UGC Is Dead?!
In our latest Cuppa video series, Sasha breaks down the debate over UGC's decline in performance, and why brands shouldn't give up on it just yet! 👇
SCIENCE
US DTC Performance Struggles
If you're experiencing the seemingly growing trend of challenging DTC performance in the US right now, here's what you need to know:
- DTC performance continues to be challenging in the US, as we face high media costs - up to 3x higher than the UK - and strong competition from marketplaces.
- Conversion is crucial of offset higher media costs - but with consumers placing emphasis on experience, price, and delivery options - this is becoming challenging for DTC brands to compete with.
- Brands must prioritise their user experience and develop clear channel strategies that differentiates DTC from marketplaces and places emphasis on marketplaces driving incrementality.
Ways in which brands can do this include;
- Leveraging loyalty programs - with over 60% of customers placing value on loyalty programmes, this helps to strengthen LTV and customer advocacy.
- Specialised product ranges - focusing on differentiation and exclusivity
- Better environmental & ethical practices.
- Better personalisation - one thing marketplaces do well is harnessing the abundance of first-party data available to them to personalise experiences, which in turns leads to higher engagement, action and ultimately LTV.
- Shifting media mix into channels that lean into US consumer behaviour of price comparison, with channels like Google Shopping and Advantage Shopping Campaigns - which we're consistently seeing driving strong engagement.
How to scale an affiliate programme to 7 figures
I've scaled several affiliate programmes to seven figures for luxury consumer brands by focusing on 3 crucial tactics: a diverse publisher mix, strategic incentivization and relationship nurturing.
20 secrets to 10x your paid social
Toby Winch nails this post. Test and repeat his tips, and you're on your way to being in the top 20% of digital brands.
Google has released its holiday guide with a focus on leveraging its AI solutions to capture unpredictable holiday demand through utilising Performance Max campaigns. The guide also emphasises importance of leveraging Google tools, such as its new AI powered Product Studio (US Beta) and seasonal bidding strategies.
