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
In a time of maximalist DTC branding, it's quite interesting to take a step back and see that our favourite apps have been shedding their colour. I'm personally enjoying the more expressive time we're currently in for e-comm, so let's not use this as a sign to go back to blanding - please!
The winners of Fast Company's annual design awards
With so much chat around AI, sifting through this list of up-and-coming designers and household names is a nice reminder that an algorithm alone can't truly understand how to design for human needs and desires.
What Gen Z Craves from Influencer Marketing
When it comes to identifying influencers, to inspire action, you want to connect with the ✨ right people ✨. At Charlie Oscar, we believe in deep diversification and variety when it comes to casting - from influence levels to content niches - to ensure we are achieving maximum resonance within the brand's target demographic. In our latest Cuppa video series, our Influencer Strategist, Scarlett, dives into what Gen Z crave from influencer marketing and how brands can tap in.👇
SCIENCE
Prep early for BFCM: How to measure your results more accurately
Ahead of BFCM (very ahead), we're busy re-reading a very insightful blog article from our Chief Data Officer, Dan, about how to accurately measure ROI from your BFCM offers. Spoiler alert: the impressive spike in sales you're expecting this year might be misleading…
Don't miss TikTok's 2023 Holiday Guide
Plan your best holiday season yet! TikTok's killer guide covers a month-by-month plan for a holiday campaign, how to leverage TikTok's tools and e-commerce solutions, seasonal creative best practices as well as optimisation strategies!
TLDR? Here are the key takeouts:
1. Start building your audiences early in time for peak seasons!
- During pre-holiday (Jul - Sept) test and learn different targeting, audience, and creative formats and build audience and account data.
- Determine your KPIs and look to build up conversion volume, decrease CPA and improve ROAS gradually over time
- Use tiktoks shopping ads and Tiktok shop to build brand awareness and drive conversions
2. Peak holiday - Engage your audience and scale!
- Once you find your audience engage them at every funnel stage - use custom and lookalike audiences to target prospective customers and retarget engaged users for lower CPA and higher ROAS
- Continue building your audience by exploring diverse campaign objectives and ensure creatives are refreshed
- Increase budget leading up to peak season to drive more conversions
3. Post Holiday - keep the momentum!
- Capitalise on audiences who are active between Christmas and January sales
- Analyse results and insights from Peak Holiday campaigns.
- Launch Late Holiday campaigns with compelling calls to action and creative
