Monday, Jan 20

 🚨 In today’s newsletter 🚨

• How "Us vs. Them" Ads Help Brands Stand Out—and What You Might Be Doing Wrong

• The Future of OOH Ads is Here

• TikTok BANNED & UNBANNED in 24 Hours—Thanks to Trump?

• Justin’s $281M Blueprint!

• DTC Playbook - AG1’s Tech Stack

• The Secret to Saving Big on Your DTC Revenue

• Latest News: TikTok Is Available in the US Again After Trump’s Assurances & more…

  Let's Dive Into It! 👇

#1

How "Us vs. Them" Ads Help Brands Stand Out—and What You Might Be Doing Wrong

Ever seen an ad that makes you choose sides? That’s the genius of the "Us vs. Them" format. These ads do more than sell a product—they create a movement. 

By contrasting your brand (the hero) with “them” (the obstacle), you don’t just win customers—you earn advocates.

But here’s the catch: If not done right, these ads can feel pushy, tone-deaf, or even divisive. 

So, let’s break down why "Us vs. Them" ads are powerful, how to make them work for your brand, and the common mistakes that can derail them.

How to Use "Us vs. Them" to Your Advantage

1. Choose Your "Them" Wisely

   • “Them” doesn’t always have to be a competitor. It could be a problem your product solves, outdated ways of thinking, or even the status quo.

   • Example: A plant-based food brand could position “them” as traditional, unsustainable eating habits.

2. Make It Inclusive, Not Divisive

   • "Us" should feel aspirational and welcoming—not exclusionary. Your audience should think, “That’s me!”

   • Example: A fitness brand might position “us” as those who prioritize wellness, without shaming others for different choices.

3. Keep It Relevant

   • Focus on what matters to your audience. Highlight the pain points they care about and how “us” solves them better than “them.”

4. Be Playful, Not Aggressive

   • Rivalry doesn’t mean hostility. Inject humor or cleverness to keep things engaging.

What Brands Often Get Wrong

1. Going Too Negative

   • If your "them" feels like an attack on a competitor or a group of people, it can alienate your audience.

2. Being Too Generic

   • Vague contrasts don’t resonate. Your audience should instantly recognize the “us” and “them” you’re referencing.

3. Forgetting the Hero's Journey

   • Remember, “us” is the hero of the story, not the underdog stuck in a fight. Keep the focus on empowerment.

4. Overcomplicating the Message

   • Simplicity is key. If your audience has to think too hard about who “us” and “them” are, the ad loses impact.

Examples of "Us vs. Them" Done Right

Brand: Who Gives a Crap?

This brand nails it by keeping the message simple and straight to the point, while still maintaining a fun and engaging tone.

Brand: ULike Global

They effectively highlight a common pain point with razors, then quickly introduce their product as the perfect solution.

Brand: Care/of

They brilliantly identify a gap in the supplement industry and position their personalized approach as the ideal fix.

"Us vs. Them" isn’t just an ad format—it’s a way to claim your brand’s unique space in the market. Done right, it makes your audience feel seen, valued, and ready to join your side.

 Want to create ads that spark loyalty and action?

#2

The Future of OOH Ads is Here

Modernize Out Of Home with AdQuick

AdQuick unlocks the benefits of Out Of Home (OOH) advertising in a way no one else has. Approaching the problem with eyes to performance, created for marketers and creatives with the engineering excellence you’ve come to expect for the internet.

You can learn more at www.AdQuick.com

#3

TikTok BANNED & UNBANNED in 24 Hours—Thanks to Trump?

In a wild 24-hour cycle, TikTok was officially banned in the U.S., only to be brought back almost instantly—with TikTok publicly crediting Donald Trump for the reversal.

Users trying to access the app initially saw a message stating that TikTok was unavailable due to a new law. Fast forward a few hours, and a new message welcomed users back, claiming that “President Trump’s efforts” made it possible.

A comeback this quick? And TikTok openly thanking Trump? Something doesn’t add up.

We’ll share more updates with you as this unfolds.

#4

Justin’s $281M Blueprint!

dtcdaily.news

View more on Instagram

How do you turn a kitchen experiment into a $281 million brand? Justin’s Nut Butters cracked the code, disrupted the food industry and cashed in big. Curious how they did it?

#5

DTC Playbook: AG1’s Tech Stack

Welcome back to the DTC Playbook!

Our team is currently working one the complete deep dive of both the Graza and Mila Funnel. We will share it by the end of this week.

This week we focus on AG1, formerly known as Athletic Greens.

Founded in 2010, AG1 has experienced remarkable growth, scooping in over $600 million in revenue in 2024.

This success is supported by a robust tech stack that optimizes their operations..

Today, we kick off with their tech stack—the tools powering their success.

4 Tools from AG1’s Tech Stack You Should Know

1️⃣ Klaviyo
AG1 utilizes Klaviyo for customer lifecycle management, enabling targeted email campaigns that enhance customer engagement and retention.

2️⃣ Hotjar
By employing Hotjar, AG1 gains insights into user behavior through heatmaps and session recordings, facilitating data-driven website optimizations.

3️⃣ Northbeam
Northbeam provides AG1 with advanced marketing attribution, allowing for precise tracking of customer journeys and the effectiveness of marketing channels.

4️⃣ Blotout
With Blotout, AG1 ensures compliance with data privacy regulations, managing customer data responsibly and maintaining trust.

AG1's strategic implementation of these tools has been instrumental in scaling their operations and delivering a seamless customer experience. By integrating advanced analytics, marketing automation, and data privacy solutions, AG1 continues to lead in the DTC wellness industry.

Stay tuned as we further explore AG1's advertising strategies, social media presence, website design, and email marketing throughout the week.

#6

The Secret to Saving Big on Your DTC Revenue

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Overpaid commissions to affiliates and influencers add up fast - Get rid of the headache and revenue losses with KeepCart.

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📰IN THE NEWS

👉TikTok Is Available in the US Again After Trump’s Assurances

TikTok faced a near-ban in the U.S. during Trump's administration but has since rebounded strongly, thanks to strategic lobbying and legal challenges. It now continues to thrive, shaping global content trends despite ongoing security concerns and regulatory scrutiny.

👉Meta announces a new CapCut rival called Edits

Meta is launching "Edits," a video editing app designed to rival TikTok and CapCut amidst bans on these platforms in key regions. The app promises advanced tools for creators, emphasizing Meta's growing focus on video-first content.

👉The Pentagon says AI is speeding up its ‘kill chain’

The Pentagon is leveraging AI to enhance its "kill chain"—the decision-making process in combat, including identifying and neutralizing threats. AI is speeding up targeting operations, raising efficiency and precision while sparking debates on ethical and accountability issues.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.