4 minutes of eComm Wisdom: Blake from Amberjack

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I would say kind of a boring answer, but, really just, you know, scaling up Meta. So,Amberjack is still, a pretty new brand. I joined the brand in 2022 launched in 2021.

And Meta, in my opinion, in terms of,acquisition and growth for direct to consumer brands, (depending on the product for our product) it works really well. It's still really the go-to.In terms of, if you think of almost like a marketing funnel, right? Like Meta has this incredible ability to create this top of funnel awareness, but then also capture lower intent awareness and almost do the entire funnel all at once for you. And so really just scaling it up, just trying to spend more and more.And we lean heavily into kind of account consolidation and,lean into the thesis of "the creative is the targeting". and so we really just focus on trying to, make new creative, get new creative, and we focus a lot on creative diversity, trying to have a variety of different assets across all of our different products: Whether that's branded ads, static ads, gifs, videos,UGC content, working with creators etc, we've worked really hard to develop that creative diversification, and I think that's allowed us to scale spend a lot in 2023 and that's been a really big overall driver of growth for us.

I would say, honestly, like a lot of our more basic ads sometimes have done really well. We have 1 ad that just shows a side profile shot of the shoes that just says

"dress shoes that feel like sneakers" like very straightforward. That has done like incredibly well over time for us and so I think just sticking to the core, core value prop of "style and comfort" has really done well. Sometimes less is more which is really interesting, right?

In your brain you think "How do I make this more creative?" "How do I make this a little more complex" or this and that. Sometimes that's good. Sometimes it's not good. But some of those just more simple ads, we've had a lot of success just with static assets that have done really well at image ads are alive and well. And, in terms of creative production efficiency, they're easy to make: we have an in house creative person and, she does an awesome job at just churning out a bunch of them. We'll brainstorm an idea and we'll put a bunch of different headlines and copy points across a bunch of different ads and we just load them up and we just see what happens. And so yeah, honestly, a lot of the kind of more just basic static image ads, just a nice photo of the shoe with some supporting copy,seems to get the job done.

Spend a lot of time getting product out to people that you want to know that your product exists. Sounds very basic, but, if there are, publishers, editors, influencers,just get the product out to those people. You know, a lot of people talk about gifting, right? Like the kind of whole influencer world, a big portion of it has moved into thisgifting model where it's "hey, let's just get product out to people. And if they love it, they'll talk about it". I think that's a really important piece and nothing good is going to really happen if you're not getting product out to people. I think you just need to be doing active outreach to, to get product into the hands of the people that you want to know that your brand exists again, sounds very basic, very simple, but it's actually not, it's a very time consuming thing. I think a lot of these things that sound very simple are very difficult: emailing or DM'ing an influencer or creator is not difficult, but having a process and system in place where you're consistently doing that and you're consistently developing a relationship with those people - I think that's like step 1 of the whole affiliate world. People need to know that you exist and have an opportunity to love your product

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