Yingying Kuang, VP of Growth and e-commerce at Kitsch, shares her extensive expertise in D2C marketing. She discusses Kitsch's impressive growth and the importance of diversifying marketing channels beyond Meta. Yingying highlights the success of AppLovin in driving ROAS, the strategic use of influencer whitelisting on Meta, and how they adapt messaging across platforms. She also reveals Kitsch's venture into TV advertising to boost brand awareness, emphasizing a data-driven approach to creativity and attribution.
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question_answer ANECDOTE
Early Success with AppLovin
Kitsch was among the first advertisers to test AppLovin and got impressed by its ROAS and scalability.
They continued investing in AppLovin into Q4 and still consider it second or third largest spend channel after Meta.
volunteer_activism ADVICE
Creative Testing Strategy
Test all new messaging on Facebook first to minimize risk and find successful creatives.
Then adapt those successful creatives across other platforms with tweaks for each channel.
insights INSIGHT
Understanding Incrementality & Attribution
Different platforms have varying KPIs and attribution windows impacting performance measures.
Kitsch aims for TikTok's ROAS to be close or better than Facebook, accepting some attribution loss due to platform differences.
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AppLovin - Reach your ideal customers in mobile games across diverse genres, with 150M+ U.S. daily active users. Apply for AppLovin’s Ecommerce Beta 🔗 https://www.applovin.com/beta-application?cg_code=1132💰 Applovin Success: Kitsch ranks AppLovin as their second or third largest channel after Meta, achieving strong ROAS and scalability. They advise testing and aggressively scaling spend if initial performance is promising.🎬 Creative First, Platform Second: Kitsch tests all new messaging on Meta initially, then adapts successful creatives for other platforms, minimizing risk and maximizing efficiency.📈 Incremental Testing & Attribution: Tracking incremental value across channels is crucial. They use Northbeam for holistic attribution, understanding that different platforms have varying KPIs and attribution windows.🤝 Influencer Whitelisting on Meta: Kitsch leverages influencer marketing and whitelists successful influencer content on Meta to reach new audiences and enhance Meta campaign performance. They emphasize a data-driven approach, focusing on CPM and CPV metrics.📺 Diversification for Top-Funnel Awareness: To combat Meta’s reliance on automated targeting and potentially missing top-of-funnel audiences, Kitsch is investing in TV advertising to broaden reach and drive brand awareness.0:00 - Intro0:50 - Yingying Kuang1:53 - Over 50% growth in 3 years4:05 - Importance of diversifying marketing channels5:01 - Exploring platforms outside Meta6:20 - Testing channels such as influencers and podcasts10:20 - Attribution challenges across different marketing channels15:04 - Testing and results from AppLovin19:05 - Downsides of Twitter20:02 - Downsides of Pinterest22:45 - Testing different creatives without overthinking personas24:03 - Scaling ad spend effectively during peak seasons26:21 - Maintaining brand awareness and driving sales with channel diversification27:01 - TV consumption influences marketing strategies29:14 - Whitelisting ads through influencers31:02 - Vetting influencers to ensure effective marketing36:08 - Negotiation strategies for influencer partnerships39:00 - Challenges entering new high-investment channels prematurely41:05 - Launching new products as a growth strategy43:37 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc
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