Facebook Ads Case Study:
Black Friday Sale
health & wellness
Facebook Ads Case Study: Black Friday Sale
health & wellness
Black Friday offers have great potential so it is important to set up a clear and logical media buying strategy in order to generate as many sales as possible during this short period of time.
the
before:
Little to no A/B testing done in past major promotions due to the high number of campaigns running at the same time. A Facebook funnel was in place, but minimally.
Consistently split into 1 -3 audiences, usually COLD vs. WARM audience.
The account was healthy, but we wanted to dive deeper into the data to find untapped opportunities.
A/B test various campaign elements, and launch a profitable Black Friday Facebook campaign and promotion with a 2.5X larger monthly budget.
While mitigating the data drought of a post iOS marketplace by leveraging any and all existing first party data.
Consistently split into 1 -3 audiences, usually COLD vs. WARM audience.
The account was healthy, but we wanted to dive deeper into the data to find untapped opportunities.
A/B test various campaign elements, and launch a profitable Black Friday Facebook campaign and promotion with a 2.5X larger monthly budget.
While mitigating the data drought of a post iOS marketplace by leveraging any and all existing first party data.
the
strategy
(at a high level):
For a solid strategy and true urgency we developed a two prong system for generating the maximum value we could with our $50k Facebook advertising budget for this promotional period.
Because of increased Facbeook auction pressure on bids and costs, we coordinated an OMNI-channel marketing approach with consistent messaging across all departments and contracting teams.
This allowed us to implement the most cost effective and profitable strategy the Mongoose Pack could deliver for our e-commerce beauty client.
Our strategy consisted of advantageous access for past customers by rewarding loyalty and leading with value, while also giving our non VIPers a chance to save.
Because of increased Facbeook auction pressure on bids and costs, we coordinated an OMNI-channel marketing approach with consistent messaging across all departments and contracting teams.
This allowed us to implement the most cost effective and profitable strategy the Mongoose Pack could deliver for our e-commerce beauty client.
Our strategy consisted of advantageous access for past customers by rewarding loyalty and leading with value, while also giving our non VIPers a chance to save.
The Obvious
Black Friday offers have great potential so it is important to set up a clear and logical media buying strategy in order to generate as many sales as possible during this short period of time.
the
before:
The Before
Little to no A/B testing done in past major promotions due to the high number of campaigns running at the same time. A Facebook funnel was in place, but minimally.
Consistently split into 1 -3 audiences, usually COLD vs. WARM audience.
The account was healthy, but we wanted to dive deeper into the data to find untapped opportunities.
A/B test various campaign elements, and launch a profitable Black Friday Facebook campaign and promotion with a 2.5X larger monthly budget.
While mitigating the data drought of a post iOS marketplace by leveraging any and all existing first party data.
Consistently split into 1 -3 audiences, usually COLD vs. WARM audience.
The account was healthy, but we wanted to dive deeper into the data to find untapped opportunities.
A/B test various campaign elements, and launch a profitable Black Friday Facebook campaign and promotion with a 2.5X larger monthly budget.
While mitigating the data drought of a post iOS marketplace by leveraging any and all existing first party data.
The Strategy
For a solid strategy and true urgency we developed a two-prong system for generating the maximum value we could with our $50k Facebook advertising budget for this promotional period.
Because of increased Facebook auction pressure on bids and costs, we coordinated an OMNI-channel marketing approach with consistent messaging across all departments and contracting teams.
This allowed us to implement the most cost effective and profitable strategy the Mongoose Pack could deliver for our e-commerce beauty client.
Our strategy consisted of advantageous access for past customers by rewarding loyalty and leading with value, while also giving our non VIPers a chance to save.
phase 1
For the VIP customers, we offered early Black Friday access to the deals and full inventory (the WARMest audience, previous customers, etc.)
phase 2
Launched a couple of days after the initial phase, to our expanded remarketing and warm audiences (website visitors, engagers etc.)
phase 1
For the VIP customers, we offered early Black Friday access to the deals and full inventory (the WARMest audience, previous customers, etc.)
phase 2
Launched a couple of days after the initial phase, to our expanded remarketing and warm audiences (website visitors, engagers etc.)
The Execution
Unique messaging and creative across our different phases
Unique messaging and creative across our different phases
Unique messaging and creative based on where our buyers were in the purchase funnel
Unique messaging and creative based on where our buyers were in the purchase funnel
Sophisticatedly simple audiences with proper exclusions
Sophisticatedly simple audiences with proper exclusions
3rd party tracking tool support to compensate iOS challenges
3rd party tracking tool support to compensate iOS challenges
Monetized large customer data with quick wins ahead of the actual holiday and created profitability from lists formerly believed to be ‘useless’
Monetized large customer data with quick wins ahead of the actual holiday and created profitability from lists formerly believed to be ‘useless’
A/B tested different elements of our Facebook campaigns:
A/B tested different elements of our Facebook campaigns
- This was important because we only had a brief promotional period
- During our second phase, we launched WARM audiences, but continued to run ads for the best performing WARMest audience
- With more focus on the founder of the brand
We scaled on daily basis according to the results
We scaled on daily basis according to the results
Unique messaging and creative across our different phases
Unique messaging and creative based on where our buyers were in the purchase funnel
Sophisticatedly simple audiences with proper exclusions
3rd party tracking tool support to compensate iOS challenges
Monetized large customer data with quick wins ahead of the actual holiday and created profitability from lists formerly believed to be ‘useless’
A/B tested different elements of our Facebook campaigns:
- This was important because we only had a brief promotional period
- During our second phase, we launched WARM audiences, but continued to run ads for the best performing WARMest audience
- With more focus on the founder of the brand
We scaled on daily basis according to the results
The Impact & Results*:
THE IMPACT & RESULTS
*compared to previous month
*compared to previous month
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