Ep 431: How to Develop Your Own Data-Backed Creative Strategy: A Pilothouse Case Study | AKNF

08/16/24 • 37 min

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Hello and welcome to the DTC Podcast. Today, we’re diving deep into creative strategy and media buying with Henry Banfield from Pilothouse, a senior content manager and media buyer. Henry brings a wealth of knowledge on how to effectively use data-driven creative testing to uncover what resonates most with your audience, which is crucial for scaling DTC campaigns.

Follow along visually on:

Case Study: https://www.pilothouse.co/clients-success/growoya

Spotify: https://podcasters.spotify.com/pod/show/dtcpodcast

YouTube: https://www.youtube.com/@DTCPodcast

Why Listen?

Learn the importance of letting your customers' data guide your creative strategy.

Discover how to use seasonal sales periods to test and refine your creative approaches.

Understand how to apply successful creative angles across different ad formats for maximum impact.

Key Insights:

Data-Driven Decisions: Henry explains how using data-backed creative testing allows you to understand what messaging and angles your audience responds to, leading to more effective ad campaigns.

Iterative Testing: Discover the value of continuously testing different angles and refining your approach to build a successful, scalable advertising strategy.

Seasonal Testing: Learn how using periods like Labor Day and Prime Day can be strategic for testing creative approaches before major sales events like Black Friday.

Conclusion: If you're looking to scale your DTC brand and want to understand how to make your creative strategy more effective, this episode is packed with actionable insights.

Timestamps:

0:00 - Introduction & Overview of Creative Strategy

2:30 - Angle Testing: Identifying What Resonates with Your Audience

7:15 - Creative Strategy Insights from the GrowOya Case Study

13:00 - Using Seasonal Sale Periods as Testing Grounds

19:00 - Building Evergreen Creative for Long-Term Success

25:00 - The Role of Animated Explainers in Product Marketing

31:00 - CGC (Content Creator Generated Content) & Final Thoughts

Hashtags:

#CreativeStrategy #DTCPodcast #GrowOya #AngleTesting #DigitalMarketing #ContentMarketing #PilotHouse #BlackFridayStrategy #EvergreenCreative #AnimatedExplainers #MarketingTips #HenryBanfield #EricDyck

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Follow along visually on:

Case Study: https://www.pilothouse.co/clients-success/growoya

Spotify: https://podcasters.spotify.com/pod/show/dtcpodcast

YouTube: https://www.youtube.com/@DTCPodcast

Why Listen?

Learn the importance of letting your customers' data guide your creative strategy.

Discover how to use seasonal sales periods to test and refine your creative approaches.

Understand how to apply successful creative angles across different ad formats for maximum impact.

Key Insights:

Data-Driven Decisions: Henry explains how using data-backed creative testing allows you to understand what messaging and angles your audience responds to, leading to more effective ad campaigns.

Iterative Testing: Discover the value of continuously testing different angles and refining your approach to build a successful, scalable advertising strategy.

Seasonal Testing: Learn how using periods like Labor Day and Prime Day can be strategic for testing creative approaches before major sales events like Black Friday.

Conclusion: If you're looking to scale your DTC brand and want to understand how to make your creative strategy more effective, this episode is packed with actionable insights.

Timestamps:

0:00 - Introduction & Overview of Creative Strategy

2:30 - Angle Testing: Identifying What Resonates with Your Audience

7:15 - Creative Strategy Insights from the GrowOya Case Study

13:00 - Using Seasonal Sale Periods as Testing Grounds

19:00 - Building Evergreen Creative for Long-Term Success

25:00 - The Role of Animated Explainers in Product Marketing

31:00 - CGC (Content Creator Generated Content) & Final Thoughts

Hashtags:

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video

Previous Episode

Ep 430: Frost Buddy's Brock Mammoser on $30M in Year Four and The TikTok to Meta Creative Pipeline That's Fueled It

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Hello and welcome to the DTC Podcast! Today, we have Brock Mammoser, co-founder of Frost Buddy, the innovative drinkware brand that’s taken the market by storm. Frost Buddy's rapid rise to success, fueled by the Universal Can Cooler, showcases their knack for identifying and solving real consumer problems. In this episode, Brock shares the pivotal strategies that helped Frost Buddy scale from a startup to a projected $30 million in sales.

Catch Brock at C-Suite Mastermind in September https://events.directtoconsumer.co

Key Insights:

$30M Sales Milestone: How Frost Buddy achieved this impressive figure in just a few years.

TikTok Strategy: Learn how Frost Buddy uses TikTok for both organic and paid media to drive sales and brand awareness, sometimes surpassing Meta in effectiveness.

Product Innovation: Discover the story behind the Universal Can Cooler and how it addressed a gap in the market.

Scaling Challenges: Understand the hurdles of maintaining profitability during rapid growth and the solutions Brock implemented.

Why Listen?

Practical TikTok Insights: Gain actionable tips on leveraging TikTok for business growth.

Product Development: Hear about the journey from idea to a $30M product that resonated with consumers.

Business Strategy: Learn from Frost Buddy's approach to scaling while keeping operations lean and efficient.

Timestamps:

00:00 - Introduction: World's First Universal Can Cooler

02:00 - The Birth of Frost Buddy: From Slim Can Coolers to Universal Fit

06:00 - Media Buying Strategies: The Power of Video and TikTok

10:00 - The Role of TikTok in Frost Buddy's Success

14:00 - Operating the Business: Challenges and Turning Points

18:00 - Expansion Plans: Big Box Retail and International Markets

22:00 - Insights on Amazon Sales and Profitability

26:00 - Building a Brand and Customer Loyalty

30:00 - Future Vision: New Products and Scaling Strategies

34:00 - The Importance of Profitability Over Top-Line Revenue

38:00 - Closing Thoughts: Upcoming C-Suite Mastermind Event

Hashtags:

#FrostBuddy #CanCooler #DTCpodcast #BrockMammoser #Entrepreneurship #TikTokMarketing #Ecommerce #StartupSuccess #BusinessGrowth #AmazonSales #Profitability #BrandBuilding #UniversalCanCooler #ProductInnovation #CSuiteMastermind

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video

Next Episode

Ep 432: The Funnel is Dead – Introducing the TORNADO 🌪️ with Cherene Aubert from ILIA Beauty

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Welcome to the DTC Podcast, where we dive into the strategies behind some of the most successful direct-to-consumer brands. Today, we’re joined by Cherene Aubert, a seasoned marketing expert with a storied career in beauty and e-commerce. Currently driving growth at ILIA Beauty, Cherene shares insights into scaling a beloved brand post-acquisition, transitioning from a DTC powerhouse to an omnichannel giant.

https://iliabeauty.com

In this episode, Cherene introduces us to the "Tornado Method," which more accurately describers her approach to pulling customers into the brand at various stages rather than simply pushing them through a funnel. She also discusses how ILIA leverages organic growth, innovative offers, and strategic partnerships to maintain a competitive edge in the beauty industry.

Key takeaways:

The importance of organic growth as a foundation for scaling.

Why moving beyond discounts to value-added offers like samples can drive long-term brand loyalty.

The role of creative, customer-centric content in today’s marketing landscape.

Listen in to learn how ILIA Beauty is redefining growth in the ever-evolving world of e-commerce.

Timestamps:

0:00 - Introduction & Cherene's Journey

5:00 - The Tornado Method

11:00 - Scaling with Offer Testing

18:00 - Creativity in Digital Advertising

26:00 - Navigating Headless Commerce

Hashtags:

#DTC #MarketingStrategies #BeautyBrands #EcommerceGrowth #ChereneAubert #ILIABeauty #DigitalAdvertising #OfferTesting #HeadlessCommerce #TornadoMethod

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Watch this interview on YouTube - https://dtcnews.link/video