- Growth Classics
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- NFR - DTC Blitz Growth Mania, Category Creation & Prime Delivery Records
NFR - DTC Blitz Growth Mania, Category Creation & Prime Delivery Records
Amazon achieved its ‘fastest Prime speeds ever’ last quarter, plans to double same-day delivery sites
Growth Classics
August 02, 2023
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In today's edition:
🤖 eCommerce news
🛠 Platform updates
🎨 Thumb-stopping AD creative
🌏 Interesting posts & threads
🤣 Meme of the week
💰 Hot jobs
🤖 eCommerce news:
🛠 Platform updates:
“Several creators posted they had received substantial payouts as a result, with some ranging in the five to six figures.
To be eligible, X users will need to subscribe to Blue (formerly Twitter Blue) or Verified Organizations and must have “at least 15M impressions on your cumulative posts within the last 3 months,” the website on the creator program explains. In addition, users must have at least 500 followers.”
““Today, Zefr’s third-party brand suitability verification solution for Instagram Feed is now available. This AI-powered measurement solution provides marketers with even more transparency into their Meta campaigns, measuring GARM brand safety and suitability across both Instagram and Facebook Feed placements.”
That’ll provide another level of reassurance for Meta ad partners, by expanding availability of the ad controls to more surfaces.”
“You may have noticed a change in the ads displayed in the X app of late, with the regular ‘Promoted’ signifier disappearing from the bottom of the post, and replaced, instead, by a small ‘Ad’ marker at the top right.
This appears to be an updated ad approach for the newly rebranded app, which could make promoted posts look more natural, and lessen their impact in-stream.
Which probably isn’t a significant shift, though I would question whether this new ad display meets the FTC guidelines on disclosure, and indeed, if it would meet similar specifications in other regions, particularly EU regions.”
🎨 Thumb-stopping AD creative
AD 1: Huel
“Nutritionally complete, convenient, affordable food, with minimal impact on animals and the environment. Huel is complete food, simply delivered. This means Huel provides you with all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre and phytonutrients. We have sold over 200,000,000 meals to over 150 countries.”
The Winning Formula: Creativity That Catches the Eye
The Morning Rush Dilemma:
Every office commuter knows the struggle. You're either ultra-organized, with something ready to go from the night before (let's be real, that's a rarity), or scrambling to grab something as you dart out the door. Nine times out of ten, you succumb to a cheeky Pret on the way in.
Enter Huel's Creative Genius: A Breakdown
1. Problem & Solution: An Age-Old Classic Mastered
It's a perfect execution of the timeless formula → problem vs solution. Huel gets you; they've seen the chaos of your morning, and they're here to make it right.
2. The Price Per Meal: Iconic Simplicity
Displayed with elegance at the bottom, the cost per meal adds that touch of authenticity, making the offer irresistible.
3. The Magic Sequence: Hook, Problem, Solution, Benefits, CTA
Light work for Huel, this sequence guides the reader from intrigue to action, encompassing everything that makes an ad compelling.
Conclusion: A New Standard in Advertising
This creative doesn't just stand out; it glows. With a perfect blend of understanding the consumer, pinpointing the pain, and delivering the cure, Huel's ad is more than an advertisement; it's an invitation to a better morning.
AD 2: Surreal
“Surreally healthy cereal | High Protein | Low Carb | Zero Sugar”
Link to AD here
What made this creative stand out?
The hook:
“Healthy breakfast options you’ll wish you tried sooner…PART ONE 👉”
This is clever on a number of levels. Firstly, it's a very native style of video. Creators love making this style of video organically, and there is a big demand for educational videos around healthy eating. This immediately helps it break through the noise to reach the target audience, hooking them in.
Secondly the “PART ONE 👉” is a nice touch, this is a classic element of an organic video suggesting it’s part of an ongoing content series and not a direct response advert. Clever copywriting as usual from Surreal.
Humour & use of the “purple cow” tactics:
Seth Godin a marketing God at this point wrote a book titled “Purple Cow: How to transform your business by being remarkable”. In the book he talks about how driving past a field of cows none of them stand out, they’re all the same. But if one of the cows was purple you’d be sure to notice.
Modern advertising is full of clutter and similar boring ads. Scrolling through the feed consumers become numb to the same rinsed and repeated templates and storytelling tactics. What you need: a purple cow.
3 seconds into the ad the scene in this ad shows someone using a Surreal box as an alarm clock, snoozing it, grabbing the box and bringing it into bed with them. This is an immediate attention grabber, stops you in your tracks and hooks you in.
How does it solve my problems?
Everyone knows what happens when your breakfast doesn’t hit the spot. You go on a hunt for the nearest snack…
That empty feeling in your stomach grows as it gets closer to lunch, often leading to bad decisions.
In the video they explain that due to Surreal’s high protein content, this keeps you feeling full until lunch, stopping the annoying mid morning cravings.
Moral of the story? Know your customer. Know their pains. Solve them.
🌏 Interesting posts & threads:
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🤣 Meme of the week:
💰 Hot jobs:
Junior:
“Brainlabs is a wildly successful business because we have a remarkable bunch of Brainlabbers.
We’re not cloned in a laboratory – as the name might suggest. In fact we’re a diverse group of over 800 people located across the world. The vital DNA we all have in common is a commitment to doing our best work in an environment designed to help us to do just that.
We are committed to our culture (codified in this document) and are looking for people to join Brainlabs who believe in it too. In return, we pledge to make Brainlabs a place for you to:
Do the best work of your career
Work with positive people in a collaborative culture
Be part of building the global agency of the future”
Senior:
“Work wherever works best for you. We offer a fully remote/hybrid work model, meaning you have complete flexibility to work from home or in one of our co-working spaces in London and Leeds.
The Opportunity: Join a fast-growing B2B tech agency with big ambitions and real momentum. Work with innovative and world-leading brands to deliver integrated campaigns that create amazing opportunities and drive growth across the globe. We are looking for a Head of Performance Marketing to head up our paid/performance marketing team and proposition. Someone who is a visionary ‘leader’ who can lead the team, sell a vision and be credible with clients.”
Executive:
“Apple is seeking an expert International marketer to join our growing Apple TV+ marketing team. This role will lead global campaigns and assets for upcoming original series and films in 100+ countries as we focus on scaling, engaging and activating Apple TV+ worldwide. We are looking for someone that has proven experience in marketing high-profile international entertainment properties. The Lead will be a key cross-functional partner across our internal teams, domestically and internationally, with a focus on handling workflow and execution of global integrated marketing plans that drive buzz and viewership for Apple content around the world throughout its lifecycle. The marketer in this role is an effective communicator that is passionate about films and series, knowledgeable about the international television landscape, and has a collaborative mentality.”
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