👋 Welcome back to Growthnotes!

Welcome to the DTC Report, where we analyze some of the best high-growth brands out there & tell you how they grew.

This week, we’re analyzing some great UGC ads by care/of, an 8-figure multivitamin company that has taken personalization to another level. 👇

💫 Mentions

• This resource is a great way to find inspiration for ads (massive shoutout to Tim Adon).

• Amazon is dominating Walmart in domestic e-commerce shares.

👀 This week you’ll find

• A breakdown of some amazing ads by care/of

• A quick rundown of how to leverage micro-influencers to create winning ads by Benoit, VP of paid media at inBeat.

💡 care/of

care/of has been crushing paid ads on Facebook for a long time. They have been using a clever mix of UGC, testimonials, and motion graphics to grow their brand quickly.

💫 What makes them great?

• They have taken personalization to another level

• Their product is Instagrammable

• Their LTV is very high

Here are some ads that follow their typical playbook. 👇

Ad 1 - Why it’s great

✅ It starts with a statement to which the audience can relate.
Ad: “I never had enough energy”
User: “OMG, that’s how I feel, let me listen to this”

✅ It points to a low commitment second step: the care/of quiz.
People love quizzes (I look like Tom Cruise, so they say). Care/of has a 50+ question quiz, which acts as a powerful acquisition channel. Quizzes make things personal, which increases perceived value.

✅ It draws out the entire buyer’s journey.
Here is the story in this ad:

• I never had enough energy.

• I wanted to try some new vitamins, but I didn’t know where to start.

• I did some research, but I didn’t know who to trust.

• I heard of the care/of quiz

• They ask me about my goals, lifestyle, etc., so that they can create the exact right vitamin mix, just for me.

• They deliver them to my door, so I never miss a day.à

_{Addressing objections through a story is a great way to persuade your potential customers. We are less defensive when absorbing information indirectly.}

Ad 2 - Why it’s great

✅ It builds trust
“I have taken care/of vitamins now for two years, and there is a reason I stick with these.”
It is so relatable. When watching the video, you genuinely feel like a friend is telling you why this company is great. care/of has been running this creative for at least the last 12 months.

✅ It feels homegrown.
This ad has very little editing and is taken in a single selfie shot. This is an amazing way to get people to stop scrolling in their newsfeed.

🤓 Pro-tips by inBeat Agency

• Leverage micro-influencers to create winning ads.

• Make these creators fall in love with your product (talk with them, send them new products before they are released to the public, brainstorm new ideas with them, etc.)

• Onboard your A-listers (low CPAs, easy communication, and low amount of edits) as long-term partners, and make whitelisting/spark ads an ongoing part of your deal.

• Scale your ads by scaling your creators. For instance, if you want to target an older demographic, work with older micro-influencers to create content.

• Ask your top creators if they have any creator friends they would recommend.

• Always ask your creators for ideas and advice. They understand social media at a deeper level, and you should make that an advantage.
  Don’t be fancy, straight to the point works well.
  
  If you want to work with inBeat to scale your ads, feel free to book a free consultation. We help brands manage over $500,000 per month in paid advertising and UGC is at the center of our growth playbook.