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Our goal with this client in the footwear niche was to sell as many units as possible while maintaining profitability, scaling aggressively during the high-demand Black Friday period. However, achieving this required careful navigation of potential challenges. With higher CPMs typical during busy shopping periods, we needed a strategy that accounted for rising ad costs while maximising returns. Additionally, stock management was a critical focus for our client to ensure they could meet the surge in demand without overcommitting inventory. Finally, providing exceptional customer support throughout this period was paramount to ensure a seamless shopping experience and build long-term customer trust.
Our success came from an aggressive omni-channel strategy that left no stone unturned. By leveraging paid advertising across Meta, Google, TikTok, and Snapchat, integrating email marketing to nurture and convert, and producing high-impact creatives to engage customers, we created a seamless and scalable funnel to dominate Black Friday sales.
We used a multi-platform strategy across Meta, Google, TikTok, and Snapchat to target high-intent shoppers at every stage of their journey. By testing multiple ad formats and leveraging data-driven optimizations, we scaled campaigns while maintaining a strong ROAS. Retargeting warm audiences was key to converting abandoned carts into sales.
We ran lead form ads in the weeks leading up to Black Friday to build a list of highly interested shoppers eager for the sale. This strategy allowed us to collect warm leads and nurture them through targeted email campaigns.
Using pre-sale hype emails, we built anticipation and teased exclusive offers. During the sale, segmented campaigns with personalised product recommendations drove urgency and conversions. Post-sale, follow-up emails re-engaged customers to maximise long-term value. This full-funnel email strategy was pivotal in driving significant revenue from an engaged audience.
We created strategic email flows, including pre-sale hype campaigns, exclusive offers, and cart recovery emails, to engage the client’s audience before and during Black Friday. Personalised product recommendations and segmented targeting ensured every email resonated with its audience, driving significant revenue directly from email.
Engaging creatives were at the heart of this campaign. From eye-catching ad visuals to high-converting product videos, we showcased the client’s value proposition in every piece of content. Creative consistency across ads, emails, and social media built trust and maximised conversions during this high-demand period.
Our dynamic and data-driven approach delivered outstanding results, achieving just over £1.5 million in tracked sales during the Black Friday period. By combining an aggressive omni-channel strategy, high-performing creatives, and expertly crafted email campaigns, we maximised sales while maintaining profitability in a highly competitive market. Our ability to adapt to challenges, such as rising CPMs and high demand, ensured seamless execution and exceptional results. This case study highlights how a strategic, performance-focused approach can drive record-breaking success, even within tight timeframes and demanding conditions.
