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Crys A.
February 05, 2025
In today’s newsletter
Free: 3 Advanced Forecasting Templates for Omnichannel Brands—Built by Drivepoint!
DTC Looking Shaky—What’s Next?
Scaling Creative Wins: The Art of Vertical Scaling
DTC Playbook - Lovevery's Social Media Strategy
The Secret to High-End Fashion Shoots—Without the Cost
Latest News: Google wants Search to be more like an AI assistant in 2025 & more…
Let's Dive Into It! 👇
Free: 3 Advanced Forecasting Templates for Omnichannel Brands—Built by Drivepoint!
Scaling across DTC, retail, or wholesale?
Stop relying on guesswork. Drivepoint, the strategic finance platform behind True Classic, Oats Overnight, Graza, and Salt & Stone, is giving you free forecasting templates to help you make smarter financial decisions—from ad spend planning and revenue forecasting to COGS tracking and inventory management.
Stay ahead of stockouts and project cash flow with confidence.
What to Expect:
🔥 Template #1: Sales, Trade, and Promo Lift in Wholesale
Project sales growth and optimize promotions with pre-built formulas for ROI and trade spend impact.
🔥 Template #2: eCommerce Ad Spend and Revenue
Plan and track ad spend performance across platforms like Meta, TikTok, and Google Ads. Includes blended CAC.
🔥 Template #3: COGS and Inventory Forecasting
Manage costs and inventory to protect margins and avoid stockouts with built-in calculators for unit costs and reorder points.
These plug-and-play Excel templates will give you a pro-level jumpstart into strategic planning, and when you’re ready for automated data syncing, real-time scenario modeling, and hyper-accurate forecasting, Drivepoint is your go-to platform. 🚀
DTC Looking Shaky—What’s Next?
Taylor Holiday just posted a thread breaking down financial data from 500+ 8-figure stores. The takeaway? Things might get rocky for eCommerce brands in the coming months.
Some points hit home—others, not so much. But the data speaks to some bigger trends we can’t ignore. If you’re running a DTC brand, this is the kind of analysis you need to keep on your radar.
Here’s the thread: Check it out.
Worth a look, even if just to join the discussion happening there.
Scaling Creative Wins: The Art of Vertical Scaling
Sai Teja - Paid Ads Expert
You’ve cracked the code with creative testing—your ad is a winner.
But how do you take that single top-performing creative and turn it into a consistent revenue driver?
The answer lies in vertical scaling—the art of increasing your ad spend while maintaining profitability.
Let’s break it down and master vertical scaling.
Vertical scaling is the process of increasing the budget on your winning ad campaigns to maximize their reach and revenue without disrupting performance.
The campaigns get cost efficient, algorithm friendly and deliver results fast.
Here’s How to Scale Vertically Without Killing ROAS
1. Increase Budget Gradually
Start by increasing your budget by 20-30% every 2-3 days. This allows Meta’s algorithm to adjust without letting the campaign re-enter the learning phase.
Example: If you’re spending $100/day, increase to $120-$130/day and monitor performance.
Here’s a quick view of vertical scaling in action:
2. Monitor Key Metrics Closely
Keep an eye on CTR (Click-Through Rate), CPC (Cost Per Click), and CPM (Cost Per 1,000 Impressions).
Watch for early signs of ad fatigue, such as increasing CPC or declining CTR. If you spot issues, pause scaling and optimize your creative or targeting.
3. Use Campaign Budget Optimization (CBO)
Enable Advantage+ Campaign Budget Optimization to let Meta’s AI distribute your budget across the best-performing ad sets.
CBO minimizes the risk of overspending on underperforming ad sets.
4. Keep Ad Frequency in Check
If your frequency rises above 3, your audience may experience ad fatigue. At this point:
Refresh your creative with small tweaks as shown in post of 03-Feb
Broaden your audience slightly to introduce fresh eyes to the campaign.
5. Test Spend Limits
Gradually push your daily spend until you find the point where performance starts to plateau.
Example: If your ROAS dips after $500/day, scale back to $400-$450/day to maintain profitability.
Real-Life Example of Vertical Scaling
Brand: Haircare
Winning Creative: A UGC video highlighting product benefits.
Initial Budget: $50/day
Scaling Approach:
Increased spend by 20% every 2-3 days.
Monitored CTR (maintained at 2.5%) and CPC ($0.60 remained steady).
Scaled to $420/day within three weeks while maintaining a ROAS of 3.1
Common Mistakes to Avoid
Scaling Too Fast: Jumping from $50/day to $200/day overnight confuses the algorithm and often tanks performance.
Ignoring Metrics: Don’t rely solely on ROAS—dig into early metrics like CTR and CPC.
Overlooking Ad Fatigue: Even top-performing creatives need a refresh to sustain engagement.
Why Vertical Scaling is Your Secret Weapon
Vertical scaling is a low-risk, high-reward strategy for amplifying your ad results. By scaling gradually and monitoring metrics, you can maximize ROI without burning through your budget.
P.S. Scaling doesn’t have to be a guessing game. If you’re ready to scale profitably but need expert guidance, Book a Call Here to turn your winning ads into revenue-driving powerhouses. 🚀
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DTC Playbook - Lovevery's Social Media Strategy
Hana Moosa - Content Marketing Expert
Lovevery has redefined social media marketing in the children's products sector by focusing on the experiences and stories of their target audience rather than solely promoting their products. This approach not only resonates with their current customers but also attracts potential ones by allowing them to envision themselves as part of the Lovevery community. Here's a breakdown of their core social media strategies:
1. Welcoming Future Generations
Instead of a typical New Year's greeting or product-centric post, Lovevery chose to welcome 2025 babies, representing the new generation and their future audience. This strategy led to high engagement, with expectant parents actively participating in the comments, effectively setting the stage for their future customer base.
2. Engaging Giveaways
After capturing the attention of new parents, Lovevery further engages their audience through giveaways. This tactic not only gratifies participants but also converts potential customers into loyal ones by providing them with firsthand experience of Lovevery's offerings.
3. Lifestyle-Focused Content
Lovevery consistently shares lifestyle-oriented content, such as mini vlogs of mothers expressing gratitude for simple pleasures, like enjoying a cup of coffee or having personal time while their child is engaged with Lovevery's interactive activities. This approach highlights the practical benefits of their products in real-life scenarios.
4. Relatable Insights for New Dads
Elevating relatability, Lovevery shares insights tailored for new fathers. For instance, they post facts like, "Dads, did you know that when your baby is born, your body adapts biologically?" This content fosters a deeper connection with their audience by acknowledging and supporting the parenting journey of fathers.
5. Authentic Parent Testimonials
To build trust and authenticity, Lovevery features genuine testimonials from parents. These posts not only demonstrate how to use their products but also share personal experiences, adding credibility and reassuring potential customers about the value and effectiveness of Lovevery's offerings.
6. Gamified Learning Experiences
Lovevery enhances engagement by creating eye-catching courses, such as the Potty Learning Course Pack. Equipped with interactive books, expert-led guidance, and a playful, stress-free approach, this course supports both parents and children throughout the learning process, making the experience enjoyable and effective.
By centering their social media strategy around the lives and stories of their audience, Lovevery successfully fosters a loyal community and attracts new customers who can see themselves as part of the Lovevery family.
The Secret to High-End Fashion Shoots—Without the Cost
Kaushal Pratap - DTC Owner
Stop spending thousands on expensive photo shoots! This tool lets you create photorealistic 3D mock-ups and animated videos of your products in minutes. Perfect for fashion brands looking to scale smart.
📰IN THE NEWS
Google is transforming its Search into a more AI-driven assistant, aiming to provide users with direct answers and personalized assistance. This shift includes integrating advanced AI models like Gemini to enhance user experience.
E-commerce in 2025 will be shaped by AI-driven personalization, stronger cybersecurity measures, and evolving consumer expectations. Retailers must balance personalized experiences with data privacy while tackling rising cyber threats.
ChatGPT is increasingly driving website traffic, changing how users discover content by bypassing traditional search engines. This shift is reshaping search behavior, with more users relying on AI-generated answers and links instead of Google or Bing.
Have any questions that you need help with?
Ask here - look out for Friday’s issue where Ibrahim will answer them.
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