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In today’s newsletter
Joey Mattress’s “Juice Test” — Running 991 days (and counting)
Instagram just dropped a game-changer for creators
How to make your data stack actually useful
Let's dive into it!👇
Joey Mattress’s “Juice Test” — Running 991 days (and counting)
This ad from Joey Mattress has been running for nearly 3 years — and it doesn’t say a single word. It shows a glass of orange juice on a mattress, while someone somersaults right next to it. The juice doesn’t move. The message? Loud and clear: motion isolation that actually works.
🎯 What’s Working
No explanation needed: The visual metaphor is so strong, it doesn't need copy. You instantly understand the product’s core benefit.
Perfect visual proof: It’s one thing to say your mattress has zero disturbance — it’s another to prove it with a physical stunt.
Scroll-stopping moment: The somersault is unexpected. It grabs attention in a sea of talking heads and generic b-roll.
Universally understood: No text, no voiceover means this ad works in every market, language, and placement — from Facebook to Instagram Reels.
Clean brand finish: The frame closes with the product promise — "Sleep with Zero Disturbance" — and the URL.
💡 What You Can Steal
Use visual metaphors to prove your USP — especially if you can show, not tell.
Silence can be a feature — especially on mute autoplay. Don’t overcomplicate.
If your product has a “wow factor,” let the product demo be the ad.
Instagram just dropped a game-changer for creators
Fast edits. Free captions. Zero stress. This new IG app is about to be your social media manager’s new fave. Watch till the end + comment "IG" for the link!
How to make your data stack actually useful
Let’s talk about why your data isn’t working as hard as it should. And how to fix it.
A lot of DTC brands are sitting on piles of data from email, SMS, Shopify, paid ads, support tickets... the list goes on. But here’s the kicker. None of it talks to each other.
If you’re making decisions based on siloed dashboards, you’re not really doing data-driven. You’re doing data-distracted.
Here’s how to get your data working together for once:
Start with a single source of truth.
I don’t care if it’s Triple Whale, Polar Analytics, or a custom Looker setup. You need one place where Shopify, Klaviyo, Meta, Google, Gorgias, and your other tools feed into. You shouldn’t have to keep hopping between tabs to answer basic questions.
Track people, not platforms.
Your customer doesn’t think, “I’m an email user today and a Facebook clicker tomorrow.” They’re one person across channels. Stitch identifiers (like email, phone, cookies) to build a unified customer profile. Tools like Segment or RudderStack can help here.
Define metrics that actually matter.
A lot of brands obsess over channel-specific metrics like open rates or ROAS. Instead, zoom out. What’s your CAC payback period? What’s LTV by acquisition source? How does support ticket volume correlate with churn? That’s where the gold is.
Automate the boring stuff.
If you’re manually pulling reports every week, you’re wasting a lot of time. Set up automated dashboards and alerts. If repeat purchase rates drop below a threshold, you should know it before that becomes a retention nightmare.
You don’t have to be a ‘big brand’ to get this right. You just need to care about making decisions based on reality, not guesses.
Alright folks, that’s it for today!
-Ibrahim
Have any questions that you need help with?
Ask here - look out for Friday’s issue where Ibrahim will answer them.