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Good morning!
Ever wondered why some reels go viral while others flop, even from the same brand? Find out in today’s newsletter.
In today’s edition:
Checkout our top 3 recommended reads
In case you missed: Learn what happens to your business if Instagram disappears tomorrow
Hana breaks down the secret behind Owala’s 1.5M+ reel strategy
Ibrahim explains how to run a profitable end-of-season sale in July
Finally, Matt’s key lessons for early-stage founders
This issue takes 4 minutes to read.
Let’s dive into it👇
Recommended reads
Explore how to use consistent brand expression across every touchpoint to build trust and loyalty
A guide on using these the correct way to boost your content
Learn how to leverage both organic and paid social media for maximum reach, trust, and ROI
Retention
What happens to your business if Instagram disappears tomorrow?
One ban. One algorithm change. One hacked account.
That’s all it takes to lose your audience when you’re building on borrowed platforms.
Smart DTC founders are flipping the script:
Using social to spark interest
Using email to own the customer relationship
Using automation to turn first-time buyers into repeat customers
This free e-book gives you the exact roadmap—no fluff, just funnel frameworks and revenue triggers that work.
Build your business like you plan to keep it.
Download Owned vs. Rented Land and start owning what matters
Ad breakdown
Owala’s 1.5M+ reel strategy
In today’s post, I’m breaking down Owala’s high-performing video (1.5M+ views) and their low-performing video (just 51.4K) to see what really separates their hits from their misses.
🥇 The High-Performing Video got 1.5M+ Views
This video uses a 3D render to showcase the bottle’s texture, form, and design, making it feel like an experience rather than just a product.
It teases a new design and delivers quickly, creating excitement without feeling salesy.
A dramatic twist, dropping the bottle into sand with a splash, keeps viewers hooked from start to finish.
🥉 The Low-Performing Video got 51.4K Views
This video highlights multiple use cases instead of product details and lacks the visual satisfaction.
It features various personalities using the product, but the broad approach feels general, not personal.
There’s no surprise or payoff, just a generic upbeat track without any hook to keep viewers engaged.
Here’s the takeaway:
Simplicity with focus outperforms content that tries to do too much.
Highlight textures, features, and what makes your product feel different.
Drama doesn’t have to be huge, even a bit of visual contrast can hook attention.
One strong story is better than many small ones in the same video.
See you in the next one!
— Hana
Optimization
How to run a profitable end-of-season sale in July
Heyy, Ibrahim here.
You know, mid-to-late July is your last clean window to move seasonal inventory before back-to-school and Q4 prep kicks in. Most brands sleepwalk through this stretch.
Here’s how to make it work.
1. Pick a real angle, not just 20% off
“End of season” is not a hook. Anchor the promo in something punchier: a summer send-off, warehouse cleanout, or limited restock with urgency.
2. Build a promo SKU strategy
Run margin-based filtering:
1st tier: 50–60% off (old, deadweight)
2nd tier: 30–40% off (best-sellers, only if you want velocity)
3rd tier: bundle-only (to increase AOV)
Don’t run a blanket sale unless you're drowning in inventory.
3. Hit your high-intent segments first
Start with early access (24–48 hours) for your most engaged customers to test messaging and UX.
4. Go heavier on SMS, lighter on paid
Focus on retention with SMS, winbacks, and flows. Paid ads should target retargeting and lookalikes from recent buyers.
5. Exit with urgency
End the sale with a clear timer, single CTA, and a final stock push. If unsold, move it to hidden bundles for Black Friday/Cyber Monday.
Influencer code protection made simple
KeepCart: Coupon Protection partners with D2C brands like Quince, Blueland, Vessi and more to stop/monitor coupon leaks to sites/extensions like Honey, CapitalOne, RetailMeNot, and more to boost your DTC margins
From the feed
Matt’s key lessons for early-stage founders
Matt breaks down what he wouldn’t repeat after scaling his supplement brand to $1.6M in under a year. Some great, practical lessons here for anyone building in DTC, especially for early stage founders.
Have questions or feedback? You can write to [email protected]