Issue 078: The 2023 Consumer Branding Awards 🏆

PLUS: A $100m Cold Plunge Business by Ad Numbers

Australia, making headlines again. 🦘 

Somebody lost control of their truck hauling, of all things, live crayfish.

Out spill the crawdads onto the Perth pavement. This series of emojis will re-enact the carnage:

🚚🤦‍♂️ 🦞🦞🦞🦞🦞🦞🦞🦞🦞🦞🦞 🚙🛻🚕🚙🛻

Big question: What do you do if faced with this scene?

  1. Go live on social media (obvious choice by many)

  2. Help get the little critters back in their boxes

    1. Hand the critters back to the driver who is also sheepishly picking them up

    2. Hide the critters in your Honda because groceries are expensive and you can’t remember the last time you had lobster

How you answer will determine whether or not Santa brings you a successful gift card promotion in the first part of December. Choose wisely! 🎅 

| TWEET O’ THE WEEK

This year had it all: Oakley's re-emergence, $9,000 backgammon boards, fire 711 merch, Tube Girl, and more.

How do we sum up the year?

A lot of stuff happened; too much for even the strongest curators to keep up with. But the the end is near, so we thought it would be fun to look back on what was a chaotic, wild, fun, wildly-fun, mid, depressing, exhilarating, exhausting 2023, and pick some of what stood out to us personally.

Welcome to the first installment of the Best of 2023, where we highlight everything we enjoyed in the consumer world.

Here we go.

Best Campaigns

Look. Anything from Jacquemus.

It’s no secret they’ve become mine and Oren’s creative muse as of late, and it has to do with how they creatively reimagine the ordinary.

Check out the rest of the awards including Best Collabs, Best Retail Experience, Best Product and Most Absurd Product!

 YOUTUBE UNIVERSITY

From $0 to $100M in 3 Years Selling Cold Plunges (Incl. Ad Numbers 🔥)

| TOGETHER WITH INSENSE

❝

"Our agency hired over 100 different UGC creators, and generated over 100 different pieces of content for all of our clients for a whopping price of $0."

Spencer Pawliw @ Easy A Media
❝

”As a social media specialist, Insense has made a large impact on my workload. This has truly helped our company reach a wider audience and build brand awareness.”

Andrea Bruce @ NutraChamps
❝

"I can easily find creators from a large pool that fit my requirements and goals. Plus, I can quickly receive quality content at a reasonable price and pay for it in seconds.”

Dmitry Kovalenko @ Zing Coach

What are you waiting for?

Book a free 1-2-1 strategy call with Insense and get $200 for your first UGC campaign by Dec 22.

| QUICK HITS

  • @dwilleboordse: This is how Fabletics is using this 34+ million Instagram account to create ads like these

  • @andrewfoxwell: 57 pages of creative angles to test right now. Cost = $0 … Opportunity cost of you missing it: Very High.

  • @sourfraser: Testing to discover new customers is really valuable. We made a creative for a CPG brand and the results are pretty nuts. We never aimed to target the older demo in this creative. But that’s who enjoyed it.

  • @HireFireTeam: "Make Ugly Ads" is a good starting point...

    ...but it's not a good ending point. Here’s why.

  • @DaveRekuc: Just had an extremely successful a/b test… 👉️ 

  • | HERE FOR THE MEMES

| AND IN OTHER NEWS…

  • Marketing Dive: What Coca-Cola’s generative AI experiments mean for the brand’s future

  • Brand Vision: Top 5 Game-Changing Marketing Campaigns of 2023

  • Channel X: Shoppers ditch sustainability for bargains

  • Forbes: Care Bears And Other Classic Toys Are Back In Vogue, Sparking ‘Fist Fights’ Over Licensing Rights

  • Techopedia: Amazon’s Ads Generative AI: Should Digital Marketers Care?

| GET LINKED

This one test was worth a 24% increase in conversion rate.

Before I tell you about the test I’m going to tell you how we got there so all you short cutters have to read through what's most important first..

The end result may not move the needle for you, but I know what will…

→ THE PROCESS

So here is the process 👇

  • The client’s metric on fire is PDP → Cart

  • Only 8.2% of user’s who view a product add to cart.

  • That is 32% below the baseline → that is a 🔥

  • If we don’t address this they will struggle to scale effectively.

  • This fire won’t go out by itself.

  • So we need to understand the problems that are causing this fire.

RESEARCH 🔍

  1. We conducted on-site surveys to identify what was missing in the experience.

  2. We analyzed PDP heat maps.

INSIGHTS 💡

  1. We learned that customers were struggling with understanding size.

  2. We saw that on heat maps only 40% of users were actually seeing the size on PDPs.

  3. So we ran a test moving the size variants closer to the product media gallery.

→ This way users on mobile wouldn’t have to scroll up to see the different variant images based on their size selection.

→ This increased add to cart rate by 4.3%

PROBLEM ❗

Could there be more to that problem? READ THE REST.

| THE OUTRO

Ahhh, well. However you answered, here’s hoping that your gift card sales are as plentiful as the crustaceans on South Street in Perth.

🦞 Adios!

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