Deep Dive Wednesdays

🚨 In today’s newsletter 🚨

• How a Cannabis Subscription Brand Boosted Sales by 10% in Just Two Weeks

• The Secrets Behind The Andrew Tate Affiliate Approach

• Latest News: Walmart boosts e-commerce with omnichannel growth, while Ulta Beauty speeds up deliveries using a micro-fulfillment model.

Let's dive into it! 👇

#1

OneScreen

How a Cannabis Subscription Brand Boosted Sales by 10% in Just Two Weeks

When Nugg Club, a cannabis subscription service, wanted to expand its reach and drive sales, they turned to OneScreen for an innovative outdoor advertising (OOH) campaign. Targeting cannabis-friendly neighborhoods in Los Angeles, the campaign used a mix of bus shelters, wallscapes, and high-traffic billboards to capture attention.

The result?

• 10% increase in sales

• Significant spike in brand recognition and engagement

What made it work?

• Audience-first planning: Ads were strategically placed in areas where cannabis consumers lived and shopped.

• Bold creative messaging: Nugg Club’s quirky and approachable tone resonated with their audience, driving curiosity and action.

• Diverse formats: From street-level bus shelters to large-scale wallscapes, the campaign ensured maximum visibility.

The campaign also revealed key insights:

• Localized ads drive stronger community engagement.

• Creative formats like wallscapes work well for premium products.

For Nugg Club, this campaign wasn’t just about sales—it was about planting the seeds for long-term brand loyalty.

Could time-sensitive, hyper-local OOH campaigns spark your next growth story?

#2

Ibrahim’s Deep Dive

Whether you love or hate Andrew Tate, the man understands marketing. In 2021, he briefly became the most Googled person on earth, garnering billions of impressions per week during the height of his social media rise to fame.

That said, Tate posted very little original content of his own. His videos organically dominated the For You Page on TikTok, IG, and YouTube Shorts due to one thing and one thing only. Affiliates.

Alright’s, let’s dive into it..

In short, Andrew created some original content and appeared on many bigger podcasts where he often promoted his private paid community called “Hustler’s University.” Inside “Hustler’s University” (which was basically a private Discord), he would reward members for clipping up his original content and then posting it on their own fan accounts, which would, in turn, go viral and get tons of views. In most cases, Andrew didn’t even have to pay for this.

If you are a DTC brand trying to replicate this strategy, you can’t expect this on day 1. You will need to pay your affiliates a fair price (and often a trackable commission on sales) for them to do this work.

Over time, Andrew Tate literally had thousands of “fan” and “tribute” accounts on TikTok, Instagram, and YouTube that were independently editing, remixing, and reposting content about the Tate brothers on his behalf. This led to Andrew gaining billions of impressions across platforms in a very short period (3-4 months). And he did all this without spending a single dollar on paid ads. Pretty wild stuff!

📰IN THE NEWS

👉Walmart raises guidance boosted by strong revenue, e-commerce growth

Walmart's e-commerce sales grew 27%, driven by store-fulfilled pickup, delivery, and its marketplace. This shows that a seamless omnichannel strategy can boost growth and improve customer experience.

👉Ulta Beauty bets big on market fulfillment center model

Ulta Beauty is adopting a micro-fulfillment model to speed up order fulfillment and reduce supply chain costs through localized, automated centers. For e-commerce founders, this approach can improve delivery speed, reduce shipping costs, and enhance customer satisfaction, giving you a competitive edge.

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Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.