Workshops · Q2 2025 · English
Q2 SCALING 2025 - Content
QUARTERLY WORKSHOP
Q2 SCALING 2025
- Quarter 1 vs Quarter 2
Quarter 1:
- Post-Q4 hangover
- Low CPMs
- Low Conversion Rate
- Winter Sales and Valentine’s Day
- The consumer wants “New Year, New Me”
- People buy with logic and necessity
Quarter 2:
- After Spring Break
- Holy Week (Apr 13th, 2025 to Apr 20th, 2025) Easter
- Higher CPMs
- Higher conversion rate
- Mother’s Day
- Spring Sales / Mid Season Sales
- Lots of Summer Drops / Summer Collection Releases
- More emotional buying
- Summer anticipation
- Q2 Strategy Stack
At least run 1 flash campaign:
- Mother’s Day
- Spring Sales
- Brand Anniversary (1 week) or end of September
With higher conversion rates, we should be able to scale more and better.
The focus will be having low CPC:
- CPM is higher
- We need to increase CTR
Good moment for product launches, people are receptive to new stuff, it’s a new season, summer is coming.
Leverage the “anticipate summer” communication
This is a moment to make $$$ because August will probably be a low month for everybody, and September/October are not particularly amazing.
April, May, June, July will determine our year 2025.
- Q2 Consumer Behavior
Align with how people want to buy!
- Seasonal Transition
- Emotions
- From Q1 responsibility to Q2 enjoyment: “I’ve held back long enough — now I can enjoy myself.”
- Spring = Renewal & Routine Resets
Consumers want to refresh their space, body, habits, or wardrobe.
- People buy for the future, people buy for Summer
Going out and time outside: Increases
Skin exposed: Increases
Traveling: Increases
*If people go out more, does my intraday scaling change?
(if winter I scale from 3pm-9pm, should I move it to 5pm-11pm?)
- Q2 Historical Metrics
CPMs
AMOUNT SPENT
Back in 2022:
Collection launches for Summer.
- Flash Campaign: Mother’s Day
Dates:
EU: May 4th (start campaign by April 10th)
UK: March 30th
USA: May 11th (start campaign by April 15th)
Any date I mention, approximate it to your personal case by +5 or -5 days.
Warm-Up Phase: April 10th-April 20th
Campaign Launch: April 17th to April 23rd
Urgency Phase: April 23rd to May 1st
Cut date for EU:
4th of May is a Thursday
Maximum 1st of May cut the ads.
Go 1 week back, and then you start URGENCY.
And now go 1 week back, and then you start the testing.
Cut date for the US:
May 11th, Sunday
Cut date Wed 7th.
Go 1 week back, and then you start URGENCY (May 1st)
And now go 1 week back, and then you start the testing.
(April 23rd)
Warm-Up Phase: April 15th-April 25th
Campaign Launch: April 25th to May 2nd
Urgency Phase: May 2nd to May 7th
I would not do ads for the hype phase, unless you have the perfect gift for mothers (jewelry, perfume, …)
What ads to run for the hype phase if I have perfect fit?
- Reach retargeting to all customers (CSV, Klaviyo)
- No VIP list
- No View Content to create a retargeting pool
Send emails with gift inspirations, gift guide, … and post on Social Media.
→ Mother’s Day Gift Inspiration
→ Mother’s Day Gift Guide
→ The Best Mother’s Day Gift
When launching
Start with retargeting and Advantage+.
Have a small ABO testing campaign.
Once you find winners, move into bigger scaling campaigns.
https://share.magicbrief.com/board/94a55597-a2ae-4fd3-8841-aa8278db8686
- Image with mom + product
Headline “Mother’s Day” + “discount” - Emotional reaction video; when the product is a gift
- Functional product; no so emotional video, just a more mature UGC creator
URGENCY
- Play with the fear of “forgetful people”
- Header messages like “Mother’s Day | Last Days to Order”
- In the urgency phase use countdowns
24h that renews every day for the 7 days of urgency
Just for the last 3 days, 72h countdown
- Flash Campaign: Spring Sales
Not a super relevant campaign, it’s just a contextual excuse to run some discounts and artificially increase demand.
Dates: March to May - As you will
End of March until May.
No need for a warm up phase, just 1 teasing email.
Use the Summer 2025 messaging !!
My client: “Spring Sales | Get ready for Summer ‘25 with new sunglasses. Up to 40% off!”
(Put together ad library)
Similar ads manager,
But no need to go crazy in the retargeting to start.
More balanced, more testing.
No time limitation, this campaign can go for 30-50 days.
“Spring Sales coming… Add your favorites to cart”
“Spring Sales coming… Prepare your cart!”
“Summer is Coming: Spring Sales -40% for a limited time!”
Still, you need an urgency phase.
Just decide when you want to finish and 1 week before put urgency everywhere.
30th April.
20th URGENCY (email, website)
April 1st-20th: normal media buying ABO, Advantage+, …
- Upcoming Events
- Summer Shopping Anticipation
Summer style ad creatives
Summer 2025 landing page on Shopify
Typical collection page where I send traffic: .com/collections/best-seller
Summer ‘25 Best Sellers
“Social Media Intelligence”
→ What is my customer consuming on IG right before my ad appears
→ Reels: Waiting for Summer like crazy feels like …
- 2025 EU Elections (June 6–9)
May affect CPMs & ad approval windows due to political ad review backlogs