Case Study
157.66% YoY Revenue Growth During Black Friday
In e-commerce, Black Friday is a critical period for revenue growth for online retailers. As a marketing partner, we’ve always supported our clients to monetize such seasonal opportunities.
We’re proud to share that, this year, one of our clients achieved 157.66% YoY revenue growth during Black Friday!
In this case study, we’ll walk you through the planning, creative process, and results of the campaign.
Let’s jump straight to it.
The Challenge
About our client
Our client runs a supplement store with online and onsite locations. They’ve been on the market for about 10 years. Their portfolio ranges from whey protein, and fitness supplements to vitamins & minerals, hair & skin care, etc.
We’re honored to be their trusted marketing agency for years. As Q4 approached, we were determined to leverage the Black Friday season’s potential for our client.
We wanted to create an impactful campaign that would drive sales while maintaining cost-effectiveness. We like to call this approach “Profitable Scaling”.
The objective was to increase revenue, transactions, and average order value while maintaining a steady cost.
The planning and strategy
During one of our weekly meetings with the client, we presented the idea of a month-long Black Friday campaign. We dubbed it “Black November.”
This approach aimed to extend the usual one-weekend event throughout the entire month. The goal was to maximize the opportunity to drive sales.
We first discussed the campaign’s foundational elements – the theme, timeframe, incentives, and products. Then, we collaborated with the client to select particular products for discounts based on data analysis.
Once that was done we sat down to prepare a more detailed strategy. At its core was the utilization of as many channels as possible, and with relevant ads.
We planned a ton of things to achieve success:
- new Facebook Conversion campaigns
- amendments to the Facebook Catalogue Sales campaigns
- a brand new Google Performance Max campaign
- amendments to the Google Search campaigns and assets
- brand new YouTube campaign
- numerous touches to the website to communicate the offers effectively.
Alongside that, we also budgeted for an increase in spending in absolute terms, which would at the same time be flat in percentage terms.
The client agreed and we proceeded to the next step.
The creative process
It was time to breathe life into “Black November”.
We needed a detailed creative brief that would support all assets from the planning phase above. Each creative was designed to reinforce the “Black November” message and drive customers to take action.
Our designers rolled up their sleeves, taking into account the client’s preferences and our marketing expertise.
The final deliverables included website banners, a touched website logo, product labels, Facebook creatives, Google Performance Max creatives, and a YouTube ad.
The results
The “Black November” campaign exceeded all expectations!
We observed great results in all key areas: YoY revenue growth, conversion rate, number of transactions, order value, and total costs for the campaign.
Let’s take a look at each one of them:
YoY revenue growth
The revenue growth target was set at 50% but the campaign astonishingly resulted in a 157.66% growth in revenue!
This growth is compared to data from November last year and more than triples the initial target.
Conversion rate
Although the traffic grew by 79.32%, we still managed to achieve a 0.10% growth in conversion rate. This is considered a significant achievement in a highly competitive market.
Transactions
Transactions surged by 80.17%, demonstrating the campaign’s effectiveness in encouraging customers to purchase.
Order value
The average order value increased by 43.01%, indicating that customers were not only buying more frequently but also spending more per transaction.
Costs
Furthermore, the campaign was executed with 9.6% less than the projected cost, which meant increased margins for our client and a higher return on investment.
Key takeaways
For us, as a trusted marketing partner, it’s essential to recognize seasonal opportunities and help our clients tap into them.
The success of the “Black November” campaign proves the fundamental importance of proactivity in e-commerce.
This approach helped us achieve 157.66% YoY revenue growth for our client, while also keeping costs for the campaign low.
We combined strategic planning, data-driven decision-making, and creativity to execute the campaign. And we’re so glad the results exceeded all expectations!
If this case study made you curious about how we can help your business grow, drop us a message. We’d love to hear from you!
Piqued your interest ?
CHECK OUT OTHER CASE STUDIES
Want to hear from some of our top digital marketers or directly from our CEO?
GET A FREE CONSULTATION