Aves breaks down her real, in-the-weeds workflow for optimizing creative during the biggest revenue weekend of the year. No generic “best practices,” just the exact steps she takes to find hidden winners, fix underperformers, and squeeze every last drop of performance out of Meta, Shopify, and your landing pages.
In this episode, you’ll learn:
#dtc #ecommerce #blackfriday #cybermonday #marketingpodcast #adcreative #performancecreative #metaads #creativestrategy
00:00 — Introduction: The Saturday Morning Black Friday Check-In
02:00 — How Aves Approaches Creative During BF/CM Weekend
04:00 — What She Looks for First in Meta + Shopify
06:00 — Using Comments to Validate Offer & Sentiment
10:00 — Fixing High-Engagement, Low-Conversion Ads
15:00 — Reading Product + SKU Data to Guide Creative
17:00 — Output, Spend, and Avoiding Overproduction
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
In this episode of Ad-venturous, Aves breaks down what it really looks like to use social platforms with intention when social is literally part of your job.
From personal posting to structured inspiration gathering to deep persona research, Aves explores how to show up online on purpose, not out of habit. She shares:
Why “unstructured research time” isn’t research
How personal posting can actually make you a sharper, faster creator
The real way to separate work scrolling from leisure scrolling
Where personas actually live online (hint: not always where you think)
How understanding different communities makes you a better marketer
Why thoughtful screen-time boundaries lead to better creative output
Tune in, take notes, and start showing up online with intention.
#DigitalMarketing #SocialMediaStrategy #ContentStrategy #CreatorEconomy #MarketingTips #DTCPodcast #EcommerceMarketing #PersonaResearch #SocialMediaMarketing #BrandBuilding #MarketingPodcast #PaidSocial #ContentCreatives #MarketingMindset #AdStrategy
00:00:00 — Introduction: How Marketers Should Really Show Up Online
00:02:00 — The Moral Philosophy Story & Standpoint Theory
00:05:00 — Personal vs. Professional Posting Online
00:10:00 — Posting for Fun Makes You a Better Marketer
00:14:00 — The Myth of “Unstructured Research Time”
00:20:00 — Creative Targeting Starts With Persona Strategy
00:25:00 — Platform Demographics: Why They Matter
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
That weird, cozy week between Christmas and New Year’s isn’t just for leftovers and movie marathons; it’s one of the most overlooked opportunities in marketing.
In this episode, Avery breaks down what “Q5” really is, why CPMs drop while audiences scroll endlessly, and how smart brands use this window to squeeze in extra revenue before year-end. From verticals that thrive (wellness, fitness, CPG) to creative angles that actually work (“Santa didn’t get you what you wanted?”), this is your guide to turning holiday downtime into serious results.
#Ecommerce #MarketingPodcast #DigitalMarketing #DTC #Q5 #MediaBuying #AdCreative #HolidayMarketing #BrandStrategy
00:00 – Introduction: What “Q5” Actually Is and Why It Matters
04:00 – Who Wins in Q5: The Verticals That Thrive
06:00 – Why “New Year, New You” Is Dead (and What To Say Instead)
09:00 – How To Nail CPG & Wellness Subscription Strategy
17:00 – Q5 Offer Strategy: Turning Downtime Into Revenue
21:00 – Winning Angles: Bad Gifts, Holiday Stress, and “Treat Yourself”
25:00 – What Not To Do: Avoiding the Holiday Hangover
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Gifting isn’t just a holiday afterthought. It’s one of Q4’s biggest growth levers. In this episode, Avery breaks down how to build a real gifting strategy that goes beyond discounts and flash sales.
Learn how to:
If your ads are only focused on “the sale,” you’re missing one of the most powerful opportunities of the season.
#AdventurousPodcast #DTCMarketing #EcommerceMarketing #Q4Strategy #GiftingStrategy #AdCreative #MetaAds #PerformanceMarketing #MarketingPodcast #EcommercePodcast #DigitalMarketing #PaidSocial #MarketingTips #ItsGivingGifting #Q4Marketing #AdStrategy #BrandBuilding #CreativeStrategy #DTCBrands
00:00 – Introduction: Why Gifting Deserves Its Own Strategy
04:00 – Mapping the Gifting Journey (Who’s Buying and Why)
10:00 – Turning Product USPs Into Thoughtful Gift Moments
15:00 – Building Gifting Creative That Converts
20:00 – Post-Click: Landing Pages and Checkout That Simplify Gifting
25:00 – Stop Making Gift Guides — Do This Instead
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Big Milk is back. 🥛
In this episode, Avery breaks down how challenger brands can stand out when they’re up against legacy giants.
Using Oatly’s cheeky, copy-driven approach as a case study, she explores what it really takes to differentiate, from breaking category conventions and rethinking PDPs to using humor and design as your secret weapons.
If you’re fighting for attention in a space dominated by the “big guys,” this episode’s for you.
#DTC #MarketingPodcast #Adventurous #BrandStrategy #CreativeStrategy #Ecommerce #PerformanceMarketing #Advertising #DigitalMarketing #BrandBuilding #ChallengerBrands #AdCreative #MediaBuying #CRO #LandingPageOptimization #Oatly #CreativeTesting #ContentStrategy #MarketingTips #MarketingEducation #DTCMarketing
00:00 – Introduction: Why going up against legacy brands matters
02:30 – Oatly vs. Dairy Milk: Playful disruption done right
05:00 – Humor + Copy: Your most powerful differentiators
10:30 – Design and packaging as competitive advantage
13:00 – Landing pages that turn curiosity into customers
20:00 – Above-the-fold testing and CTA tweaks that drive results
31:00 – Pilothouse’s Warp Drive: Testing at scale
37:00 – Avery’s Q4 advice + final takeaways
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
No one trusts you. Yet.
In a world where anyone can start a brand, trust is your biggest advantage, and social proof is how you earn it.
In this episode, Avery breaks down how to use reviews, comments, and community interaction to make your ads more believable, your customers more confident, and your brand more human.
From reputation building to leveraging social proof across every stage of the funnel, this episode is your roadmap to making people actually believe you.
Trust isn’t bought. It’s built.
#AdventurousPodcast #DTC #SocialProof #BrandTrust #EcommerceMarketing #DigitalAdvertising #AdStrategy #CreativeTesting #MarketingTips
00:00 — Introduction and Why No One Trusts You (Yet)
02:45 — How DTC Changed Trust Forever
05:00 — You’re Not a Person, You’re a Brand
10:00 — Building Social Proof That Converts
20:00 — Turning Comments Into Conversions
26:00 — Trust Isn’t Bought. It’s Built.
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
We’re in the thick of Q4.
AKA, the most chaotic, high-stakes, and exciting time of the year for ecommerce brands. In this episode, Avery breaks down the best practices for crafting sale ads that actually work during peak season.
From keeping your offer simple to balancing scrappy and polished creative, staying prepared for last-minute pivots, and nailing your post-click experience, this episode is your quick-hit checklist for ads that convert.
Breathe, simplify, and make it sell.
#Q4Marketing #EcommerceTips #AdCreative #BlackFridayAds #CyberMonday #DTCTips #MarketingPodcast #PerformanceMarketing #CreativeStrategy #MetaAds #DigitalAdvertising #BrandGrowth #AdventurousPodcast #PilotHouse #AveryValerio #SaleStrategy #Q4Sales #MarketingBestPractices #AdOptimization #EcommerceMarketing
0:00 — Introduction
2:00 — Keep It Simple: The Power of Clear Offers
7:00 — Build a Full Creative Range (Scrappy to Polished)
11:00 — Be Prepared: Ads for Every Scenario
14:00 — Don’t Forget Post-Click Strategy
18:00 — Slow Down, Analyze, and Enjoy Q4
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
There’s a fine line between standing out and turning people off. In this episode, Avery unpacks the difference between differentiation and alienation—and why brands that mistake one for the other risk losing relevance fast.From Refy’s “Iconic Never Gets Old” campaign to the downfall of try-hard “pick-me” branding, Avery explores how intention, optimism, and care separate the brands that build connection from the ones that repel it.#MarketingPodcast #BrandStrategy #CreativeMarketing #Differentiation #BrandBuilding #AdventurousPod #DTCPodcast #MarketingTrends #BrandIdentity #ContentStrategy #Advertising #RefiBeauty #AveryValerio #EcommerceMarketing #MarketingInsights #CulturalBranding #BrandVoice #MarketingCommunity #SocialMediaStrategy #CreativeStrategy
00:00 — Introduction: Differentiation vs. Alienation - The Fine Line Every Brand Walks02:00 — Pumpkin Spice, Pick-Me Energy, and the Problem With “Relatable” Brands06:00 — Refy’s “Iconic Never Gets Old” Campaign Breakdown07:00 — Why Aging (and Evolving) Is the Ultimate Brand Advantage19:00 — How to Stand Out Without Turning People Off28:00 — Differentiation Is Hope; Alienation Is FearWork with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcastSubscribe on YouTube: https://www.youtube.com/@DTCPodcastSubscribe to DTC: https://www.directtoconsumer.co/Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Winning ads start with strong angles.
In this episode, Aves Valerio breaks down her “Try-Angle Method” for developing ad angles that connect across personas, platforms, and funnel stages.
From spotting the difference between features and benefits, to avoiding the trap of “just vibes” creative, you’ll learn how to build angles that scale and keep working long-term.
#AdventurousPodcast #MarketingAngles #DTCMarketing #AdStrategy #CreativeStrategy #DigitalMarketing #AdCreative #MediaBuying #GrowthMarketing #EcommerceMarketing #ContentStrategy #MarketingTips #BrandStrategy #Advertising
0:00 — Introduction
2:00 — Why vibes and aesthetics alone won’t scale your brand
5:00 — Back to strategy: personas, segmentation, and angle psychology
9:00 — Features vs. benefits: the foundation of strong angles
21:00 — Introducing the Try-Angle Method (upside-down triangle framework)
26:00 — Middle-funnel angles: creating curiosity and avoiding insider lingo
34:00 — Testing angles the right way (and why most brands waste them)
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
What’s holding so many founders and marketers back? Fear of being “cringe.”In this episode of Ad-venturous, Aves breaks down why cringe culture is killing creativity, how authenticity fuels community, and why your next stage of growth might be waiting on the other side of Cringe Mountain.You’ll hear:Why “trying too hard” is actually a superpower.How founder-led content drives brand scale.The mindset shifts that help you post, build, and sell without fear.#Adventurous #Podcast #MarketingPodcast #DTC #DirectToConsumer #BrandBuilding #CringeCulture #Authenticity #FounderLed #ContentStrategy #CommunityBuilding #MarketingMindset #CreativeStrategy #FearlessBrands #ScaleWithAuthenticity0:00 – Introduction3:00 – Effort Over Talent10:00 – Redefining Cringe22:00 – Authenticity That Scales28:00 – Breaking Through Cringe MountainWork with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcastSubscribe on YouTube: https://www.youtube.com/@DTCPodcastSubscribe to DTC: https://www.directtoconsumer.co/Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Want to stop creating ads in chaos and start building content that actually scales? In this episode of Ad-venturous, Aves shares her proven creative workflow system, including the monthly ads planner she uses with high-scale brands at Pilothouse.
You’ll learn how to:
Plus, Aves walks through her daily and monthly planning tools, why creative is a “muscle” you can train, and how to make sure your content never drifts from strategy.
#CreativeWorkflow #AdCreative #MarketingStrategy #ContentPlanning #CreativeProcess #WorkflowHacks #DTCPodcast #PerformanceMarketing #EcommerceGrowth #AdOptimization #MediaBuying #MarketingGrowth #ProductivityTips #CreativeTools #MarketingWorkflow #ContentStrategy #AdsThatScale
0:00 Introduction
2:00 Why monthly creative analysis beats week-to-week thinking
5:00 Creativity as a muscle: building consistency through reps
10:00 Inside the Monthly Ads Planner: planning, brainstorming, and lookbacks
13:00 Top ads, bottom ads, and “spicy ads” — how to learn from all three
22:00 From idea overload to execution: killing your darlings & prioritizing
30:00 Postmortems that turn chaos into clarity for future campaigns
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Here’s how to win Q4 without burning out your ad budget. Aves breaks down why creative diversity beats raw volume on Meta and walks through the exact workflows to keep your top of funnel fresh and converting.
You’ll learn:
Build a diverse creative engine, lower fatigue, and scale with confidence.
Want hands-on help for Q4? Visit pilothouse.co and mention Ad-venturous.
#adcreative #dtcmarketing #q4strategy #creativediversity #metamarketing #media buying #digitalads #ecommercemarketing #adcreativeinspiration #adstrategy #brandgrowth #adtesting #socialads #facebookads #tiktokads #ugccontent #creativeiteration #marketingpodcast #onlinemarketing #directtoconsumer
00:00 – Introduction: Why creative diversity beats volume this Q4
05:00 – Hook Lab: testing 3–5 second openings
15:00 – Scenario playbook: high cost, low conv., high engagement
32:00 – Static ↔ Video swaps that scale
42:00 – Daily workflow for building creative diversity
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
AI isn’t going anywhere, but does it really have a place in creative work? In this episode of Ad-venturous, we break down the buzzy conversation around “taste” in marketing and why it might be the wrong skill to obsess over.
Using Julia Child and Anna Wintour as case studies, we explore the difference between taste (personal, subjective, and often a privilege) and discernment (the ability to judge and make the right calls for your brand). From Liquid Death’s scrappy AI campaigns to Diptyque’s artistry-driven ethos, we’ll look at how brands can, and should, decide when generative AI makes sense.
If you’re wondering how to navigate AI without losing your brand’s soul, this one’s for you.
#AI #GenerativeAI #AIMarketing #DigitalMarketing #AdTech #MarTech #CreativeStrategy #BrandStrategy #ContentMarketing #Advertising #MarketingPodcast #TasteVsDiscernment #BrandBuilding #DTCMarketing #CreativeLeadership #MarketingTrends #PodcastEpisode #NewPodcast #BusinessPodcast
00:00 – Intro: AI, Taste, and Why This Conversation Matters
03:00 – The Polarized AI Debate: Missing the Nuance
05:00 – Taste as Privilege vs. Luxury
07:00 – Why AI Will Never Have Taste
10:00 – Julia Child: Learning Taste Through Experience
18:00 – Anna Wintour: Discernment Over Taste
29:00 – Liquid Death vs. Diptyque: When AI Works and When It Doesn’t
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
When it comes to ads, sound is more than background noise; it’s a performance driver.
In this episode of Ad-venturous, Aves breaks down how audio choices shape attention, emotion, and conversions.
From stronger voiceover scripts to smart use of trending sounds and even ASMR, discover how to make your ads not just look good, but sound unforgettable.
#AdventurousPod #DTCMarketing #AdCreative #AudioMarketing #VoiceoverTips #TrendingSounds #MarketingStrategy #PerformanceMarketing #CreativeStrategy #SoundMatters
00:00 Introduction – Why sound matters in ads
03:00 From Silent Scrolls to Sound-On – How TikTok and Reels changed consumer behavior
06:00 Voiceovers That Convert – Strong scripts vs. lazy hooks
09:00 Stop Using “Stop Scrolling” Hooks – Why overused intros fail
11:00 The Language Gap – Speaking your customers’ language
14:00 What Seinfeld Can Teach Marketers – Shared culture and belonging
18:00 Trending Sounds & Expiration Dates – Fun, fast, but short-lived
27:00 ASMR & Product Sound Design – When sensory audio sells
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Labor Day isn’t just another sale. It’s the launchpad into your biggest promo season.
In this episode, Aves breaks down a creative checklist to make sure your content actually drives clicks and conversions.
From UGC, CGC, and EGC to static ads, lo-fi trends, and landing page tweaks, you’ll get practical ideas to set your brand up for Labor Day wins that roll straight into Q4.
#LaborDayMarketing #EcommerceMarketing #AdCreative #ContentStrategy #DTCMarketing #HolidayCampaigns #MarketingPodcast #BrandGrowth #Q4Prep #DigitalAdvertising
00:00 Introduction
02:00 Sales strategy — beyond blanket discounts
06:00 UGC, CGC & EGC — creative buckets to prep
12:00 Short-form video hacks that drive clicks
18:00 Employee-generated content for agility
19:00 Static ads — text, overlays & founder letters
26:00 Lo-fi creative — when scrappy works (and when it doesn’t)
31:00 Landing pages — patching the leaky bucket
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Scaling your Meta ads shouldn’t feel impossible. But if you’re stuck, you might be making one (or more) of these six mistakes.
In this solo episode, Avery shares the most common issues spotted during ad account audits (from limited creative range to soulless ad libraries) and how each one can quietly cap your growth.
You’ll learn what to cut, what to double down on, and how to build ads that balance brand and performance so you can unlock sustainable scaling.
Whether you’re running a $50M brand or just starting out, these fixes can change your results fast.
#MetaAds #MetaMarketing #FacebookAdsTips #FacebookAdStrategy #ScalingMetaAds #MetaAdCreative #MetaMediaBuying #MetaAdOptimization #MetaAdMistakes #MetaScaling #MetaAdAccountAudit #MetaAdsManager #MetaAdPerformance #MetaAdsForEcommerce #MetaAdGrowth
00:00:00 - Introduction
00:02:43 - The Creative Mix That Scales — Are You Getting It Wrong?
00:04:59 - The Founder Story Move You’re Probably Ignoring
00:08:05 - Why “Spaghetti at the Wall” Is Killing Your Ad Performance
00:09:58 - The Harsh Truth About Long Videos on Meta
00:12:52 - The Placement Mistake That’s Tanking Your Results
00:15:01 - The Soul Problem in Your Ad Library (and How to Fix It)
00:17:44 - Brand vs. Performance — Why the Divide Is Holding You Back
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
Q4 might feel far away—but blink and it’s Black Friday. In this episode, Avery kicks off a special Q4 prep series focused on setting your brand up for sanity and scale. From stocking the pond with high-intent audiences to analyzing last year’s creative, locking in your marketing calendar, and prepping evergreen sale ads, this is everything you wish you’d done early… delivered right on time.
Whether you’re a brand operator or creative lead, now’s the moment to plan ahead so you’re not scrambling come November. Future you will be very, very grateful.
Timestamps:
00:00 Start prepping for Q4
02:50 Stocking the pond explained
06:30 Building an email list and collecting data
10:15 Creative analysis for Q4 planning
14:00 Why every brand needs a marketing calendar
18:40 Preparing evergreen sale ads
21:40 The reality of creative agility during BFCM
25:30 Planning holiday shoots with ad usage in mind
29:10 Using brand-specific sales moments
32:00 Peak vs valley planning with calendars
35:00 Final thoughts and helpful templates
Hashtags:
#Q4Planning #EcommerceStrategy #DTCPodcast #MarketingCalendar #CreativeStrategy #StockThePond #HolidayPrep #DTCMarketing #AdCreative #RetentionMarketing #BlackFridayPrep #AuntieAvery #MarketingTips #PerformanceMarketing
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
What do lipstick sales, luxury smoothies, and little online indulgences have to do with your acquisition strategy?
In this episode, Avery breaks down the cultural and economic forces behind the “lipstick effect” and the rise of the “little treat economy”—and how these trends shape the way modern consumers buy. You’ll learn how to use these insights to identify your tier-one products, simplify the path to conversion, and build strategies that hold up no matter what the economy throws your way.
If you’re thinking about how to optimize acquisition before Q4, this one’s for you.
Timestamps:
00:00 Lipstick Effect and consumer behavior
02:00 Understanding economic cycles in marketing
04:00 Debunking recession indicators
10:00 Rise of little treat culture
18:00 Tiered product strategy and customer acquisition
21:00 Diptyque case study on entry products
30:00 Balancing short-term wins with long-term strategy
Hashtags:
#EcommerceStrategy #DTCMarketing #AcquisitionTactics #PerformanceMarketing #ConsumerBehavior #LipstickEffect #LittleTreatCulture #DopamineEconomy #CulturalTrends #MarketingPsychology #MarketingStrategy #DigitalMarketing #BrandBuilding #Q4Prep #CustomerAcquisition
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
What do Karl Marx, TikTok slang, and the 2025 Superman reboot have in common? In this episode, Aves dives into the idea of resonance—what it is, how to spark it, and why timing and culture matter more than ever for brands trying to stay relevant.
We break down:
If your brand growth is feeling cold and stale, it might be time to revisit your original nachos. Let’s talk taste, timing, and why those silly little shorts matter.
Timestamps:
00:00 Culture shifts and brand resonance
02:00 Hope Core, TikTok slang, and the nachos metaphor
06:00 The untold origin story of Superman
14:00 How Superman finally got published
20:00 What makes the 2025 reboot resonate
25:00 How brands can build long-term resonance
30:00 Final thoughts on timing, taste, and customer understanding
Hashtags:
#MarketingStrategy #BrandResonance #CulturalRelevance #Superman2025 #DTCMarketing #CreativeStrategy #AdvertisingPodcast #BrandBuilding #HopeCore #GenZMarketing #ConsumerBehavior #TikTokTrends #RebootCulture #MarketingInsights #PopCultureMarketing #BrandRevival #JamesGunn #PodcastForMarketers #StorytellingInMarketing #EmotionalResonance
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
What’s the difference between UGC, CGC, and EGC—and why does it matter?
In this episode, we break down the “big three” of creator content:
🧍♀️ User-Generated Content (UGC): Authentic, messy, and made by real customers.
🎥 Creator-Generated Content (CGC): Polished, paid-for, and built with marketing goals in mind.💼 Employee-Generated Content (EGC): A rising star that’s human, honest, and powerful.
Avery shares how each content type works, when to use them, and what kind of results to expect—plus real-world examples from brands like Coach.
If you’re building a content strategy and want to know where to invest (and what to stop doing), this one’s for you.
Timestamps:
00:00 Understanding UGC, CGC, and EGC
02:00 Why creating content yourself matters
05:00 What makes good user generated content
10:00 Building community through UGC
14:00 Creator generated content vs UGC
18:00 Tips for original and high-performing CGC
22:00 Employee generated content examples
26:00 Why EGC works in organic and paid strategies
29:00 When to use each content type
Hashtags:
#UGC #CGC #EGC #UserGeneratedContent #CreatorMarketing #ContentStrategy #PerformanceMarketing #DTCMarketing #MarketingPodcast #BrandBuilding #EmployeeGeneratedContent #SocialMediaMarketing #AdCreative #DigitalMarketing #CreatorEconomy #MarketingTips #PodcastClip #MarketingInsights #ContentMarketing #ScaleWithContent
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
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