- Growth Classics
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- NFR - Meta Forcing Checkout, New YT ADs & DTC Infrastructure
NFR - Meta Forcing Checkout, New YT ADs & DTC Infrastructure
Instagram and Facebook will force their checkout experience on Shops soon
Growth Classics
May 03, 2023
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In today's edition:
🤖 eCommerce news
📈 Trends to watch
🎨 Thumb-stopping AD creative
🌏 Interesting posts & threads
🤣 Meme of the week
💰 Hot jobs
✚ Weekly recommendation
Bonus
My ultimate growth swipe file here
🤖 eCommerce news:
📈 Trends to watch:
In this section I cover interesting market or culture trends that I think should be on your radar at the moment.
“Ahead of Meta’s launch of a text-based social network, female-founded social networking startup RTRO is launching its app this week with the goal of connecting brands, creators and their fans and followers in a more positive environment focused on human connections and communities, not algorithm-driven content. To accomplish this, RTRO divides its social experience into two parts — on one side, you can keep up with friends or family in RTRO’s “circles.” On the other side, users can switch over to see content from creators and brands in their own space.”
“The ex-Uber team, led by Ronak Trivedi, co-founder and CEO, started in 2019 as a marketplace for jewelry sellers and pivoted in 2021 to help creators build out back ends for launching and scaling product lines, raising $15 million in Series A capital in the process.
“It is becoming increasingly difficult to run a profitable DTC business or e-commerce business,” Trivedi said in an interview. “We’re entering an era where you can’t just overspend and hack your way to continued growth. There are more channels and with lots of brands online, you need to stand out. Your content needs to be great and you need to innovate and be smart about how you grow your business online.”
Since 2021, the e-commerce infrastructure company’s approach to guiding customers through the process of creating an e-commerce business, including giving them access to over 1,000 suppliers for everything from sourcing to order fulfillment, has now yielded them 100,000 active users. Pietra also ended 2022 with a 100x increase in transaction volume and a 35x increase in year over year revenue.”
🎨 Thumb-stopping AD creative
In this section I will be highlighting a few stand out ads I came across during the week.
I’ll be breaking down what I thought made this a great creative.
AD 1: Wild
“Refillable natural deodorant that’s effective, convenient and sustainable straight to your door.”
Link to AD here
Structure:
- Hook → Pain → Social proof → Solution → Benefits → CTA
What made this a great creative?
The text overlay hook:
“My antiperspirant was making me smell worse” - This creates an open loop in the consumers mind. Everyone who knows what antiperspirant is would create a seed of doubt that their antiperspirant could be doing the same so creates intrigue.
Verbal hook (Reveal angle) “I’ve been using the Wild deodorant for about a week now and already noticed a dramatic difference to my underarms”
At this point I already know my antiperspirant could be making me smell worse and now the creator has said they’ve noticed a massive difference using Wild. I’m hooked, what’s next?
Visualising the pain point
The actor smells her armpit and acts as if she smelt something she didn’t like. We all know this feeling and don’t want to experience it.
Especially whilst out and about. Creates a burning platform for action and sets up the solution nicely.
Social proof:
“A friend recommended that I switch to Wild and I couldn’t be happier, I personally wouldn’t go back to using a different deodorant”
Listing benefits + accompanying visual
Using emojis and text overlay combined with an engaging video to list the benefits makes It easy to follow how this product is going to benefit me whilst also understanding how the product works.
AD 2: Huel
Link to AD here
Structure:
Hook → Pain → Solution → Benefits → CTA
What made this a great creative?
Thumbnail: The visual of a guy with his head in his hands whilst someone is eating lunch in the back ground with the overlay of “£200 on lunch a month” immediately grabs your attention and you understand the premise immediately.
Hook: Pain + Solution hook:
“I was spending about £200 a month on lunch until I discovered Huel Hot & Savoury”
A lot of people in London know the pain of spending a fortune in Pret everyday but not having the time or patience to meal prep every Sunday, this will hit a nerve.
Offer: When you buy from Huel for the first time you get a pot, scoop and a free t-shirt all for free. Not only are you cutting down the cost of your lunch but you get free merch. What’s not to like?
Length: At only 20 seconds long it makes it super simple to understand the narrative, going from hook to pain and then solution in under 10 seconds.
When battling for the attention on the feed, simplifying down the offer to this level can stop people scrolling without getting to the juice of your content.
🌏 Interesting posts & threads:
Link here
Link here
Link here
Link here
🤣 Meme of the week:
💰 Hot jobs:
Junior:
“In 2023, we'll be launching across the EU, following our successful launch in Sweden. We'll also be transforming our product, developing new features and introducing new products. In the UK, we now have over 1.3m registered users, offering a range of products like the Freetrade Pension, a stocks and shares ISA, and our premium plan, Freetrade Plus. Our growth has all been possible because of the backing of a passionate group of over 15,000 crowdfunding investors. As we've scaled, we've also raised money from world-class growth investors including Left Lane Capital, Molten Ventures, and L Catterton. We are looking for an exceptional growth marketer to join our team. You will be working on growth initiatives that will drive commercial growth for the business.”
Senior:
“Mission is a high growth start up fuelling the world to achieve more than it thought possible. To achieve something extraordinary, we believe you need sustainable, natural energy and we’ve therefore created a range of innovative teas to fuel high performance. Since launching in 2019, we have gained multiple national awards, worked with hundreds of professional athletes and have become one of the UK’s fastest growing startups.
We have also secured £3m in funding from the ex and current leadership teams of Hello Fresh, Kraft Cadbury, Brewdog, Allplants, Gumtree, Graze, Saatchi & Saatchi and Redrice Ventures, as well as Jake Humphrey, current England cricket captain Heather Knight and the western world’s most seasoned Everest climber, Kenton Cool. We are now bringing together a group of best in class operators to propel our business from early stage start-up to an established household name, fuelling as many extraordinary achievements along the way as possible. With ambitious plans for the future, this is just the start of the journey. To make it all possible, we now need an experienced, passionate and hands on Head of Growth Marketing.”
Executive:
“At VMLY&R, we create connected brands. We resist the usual ways of seeing, doing and thinking — harnessing creativity, technology and culture — to reimagine the entire connected consumer experience. Our goal? To create work that becomes part of people’s lives, to drive value for our clients and, in the best of cases, to impact the world.
Our clients include global FMCG, automotive, pharma, sports, travel, alcohol, and beauty brands. We have more than 12,000 employees with offices in over 100 locations worldwide.
The UK CMO is responsible for making VMLY&R & VMLY&R Commerce London famous in the UK and within the VMLY&R Network. You will look after all VMLY&R family brands and top client partners, including TCCC, Ford, WBA, Diageo, and more. The role also includes some regional responsibilities (about 25% of their time.)”
✚ Weekly recommendation:
In this section i'll be sharing a brand, website, app or tool that i'm using at the moment that I think more people need to know about.
Cleanvoice.ai
“Cleanvoice is an artificial intelligence, which removes filler sounds (uh’s, um’s), mouth sounds (Ex. Lip-smacking) and stuttering from your podcast or audio recording”
For anyone that’s had to manually edit a podcast and felt the pain of doing the minute changes over and over again this an absolute game changer!
Link here
(Get 30 minutes free when you try it out)
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