+7k daily spent and x7 in revenue on Black Friday 2021

¿How did we do it?

Thanks to working with this client throughout the year, we knew their strengths and weaknesses, so we knew which products, collections, messages, CTAs were the right ones to achieve good results at this time of the year

PHASE 1: GOALS PLANNING AND EXPECTATIONS

Since July-August we have been thinking about the last stage of the year. It is the strongest sales season and represents a high percentage of annual revenue, so we treat it as it deserves.

Being the first year of Black Friday in Digital, the client gave us a free hand to prepare an adhoc strategy for the type of product and niche we were selling. 

We knew which type of products sold more and which platform performed better (we had Google and Facebook active). So knowing that Google gave us better results, we decided to optimize a higher percentage of our budget in Performance. 

We unlocked a budget line for Branding and started working closely with our Google Private Account to extract market estimates and possible formats only available through them.

PHASE 2: GETTING CREATIVES

We had several sessions to explain how the creatives should be to be qualitative for each platform and each placement, so that we could adapt to all channels and appear on all possible sites. 

After several meetings and feedback, we got some creative ideas that were not very successful, but we were able to turn them around and push them where it suited us.

For the Facebook part we decided to play with creatives where the catalog had an important role, we created different variations of Collection Ads and Carousel Ads playing with product sets to test which one performed better.

For Google, we followed a similar strategy. On Youtube we activated Masthead, where we appeared for 24 hours in the first video on Youtube, filtered by interests and age.

Continuing with Perfomance, we had Pmax campaigns running at full capacity. We filtered for best audiences, best products, images, videos and text to get good numbers. In our best country, we were getting +5 ROAS with +1.5k spend per day on a single campaign

PHASE 3: TURNING ON OUR STRATEGY

80% of our sales come from only 20% of our products. And the same applies to our audience, 80% of our revenue comes from 20% of our customers

Knowing this, we decided to focus on our best sellers, adding downsells in the buying process to increase our AOV (Average Order Value). These are times when the purchase intentionality is very high, so the user has a tendency to spend a little more if they detect a good offer. For the user it may not mean anything to spend 30€ more, but if we get 1.000 more sales, it means an extra 30.000€.

We did the same with our audiences. We activated a VIP Sale in our database to promote our discounts, offers, exclusive sales and much more. These are days when each user is going to receive many promotional emails, so we have to push and generate many impacts with different messages so that they buy from us instead of the competition. 

Not only did we activate the VIP Sale, but also, going into Google and Facebook, we focused 90% on impacting audiences that have already had an interaction with our brand, so our entire budget was allocated to RTG (Retargeting) to maximize our return on spend and not go into the fight with the competition in PRS (Prospecting), as costs these days usually increase by more than 100%. We showed ads to audiences like Page Views, Video Views, Post Engagements, View Contents, Add to Carts, Initiate Checkouts, etc.

PHASE 4: BLACK FRIDAY WEEK. LAST SQUEEZE AND ANALYSIS OF RESULTS

After all the preparation work, it was time to unleash the beast. We open our campaigns, fully optimized, with high budgets to get the maximum possible reach within our audiences with the aim of showing ads to them several times. We do not mind having a frequency of 8 or 10 these days of the year, it is totally normal if you want to impact with all our offers and discounts. Once Black Friday is over, we will go back to concentrating on following our day to day and our metrics control.

CONCLUSION

Even being their first Black Friday in Digital, we had an extraordinary success. We had a revenue over +100k with only 21k of spend in only 3 days… That’s huge!

With good planning, customer insight, industry data and an omnichannel strategy, we can achieve results far beyond expectations.