Case Study:
E-Commerce Sales Scaling
In Black Friday

Results
Achieved.

+ 0 %
BFCM Turnover Increase YoY
+ 0 %
Increase in ROAS 2020 YoY
+ 0 %
Increase of Orders YoY
  • ADVANCED SCALING AND MANUAL BID
  • RULES AND AUTOMATIONS
  • WINNING CREATIVITY
  • INTERNATIONAL CAMPAIGNS
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The Project

Hemmet is an ecommerce that sells fashion accessories, inspired by the rock scene.
Through Hemmet products, everyone can express their uniqueness. If you feel similar to the masses, then Hemmet is not for you.

Goals

I and Alexander , set ourselves both short- and medium- to long-term goals with the Hemmet team:

  • At least double the sales volume in Black Friday 2020, compared with last year's Black Friday
  • Maximize sales and volumes during the summer period (the most prosperous time of the year)

What we did initially

  1. We started at the low end of the funnel, set up DPAs (dynamic remarketing campaigns) on those who had added products to their shopping cart.

  2. We simplified the account, structuring campaigns by 4 funnel stages (TOF, MOF, BOF, and Existing Customers)

  3. Analyzing the breakdown placements, we isolated the Stories in a separate campaign with ad-hoc creative.

  4. We set up a set of campaigns and adset, called “Playground,” where every week we would test new creative that the CEO provided.

  5. We set up advanced Manual Bid campaigns, with which we were able to lower the CPA down to $15
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BLACK FRIDAY: ACTIVITIES

Late September/Early October we started planning for Black Friday in time. Below are the activities carried out on the ads side:

  1. WE started ahead of the competition by doing lead generation campaigns. We acquired +1000 emails to sign up for a “waiting list” so that at the launch of Black Friday they would be informed before anyone else and not miss any offers.

  2. We used creativity with pre-tested concepts during the previous months. We knew they would work. Here is the apotheosis of winning creativity for Black Friday 2020

  3. We took advantage of the bidding period to test new markets, such as the UK, Portugal, Spain, France and Germany.

  4. We tested Video-Views campaigns, to build the audience that we would then go on to target during the opening of the Black
    Friday.

  5. We took advantage during the Black Friday opening, Manual Bid and advanced scaling strategies, which allowed us to maximize volumes while lowering the CPA.
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