(1) Learnings & Case Studies from Black Friday 2024

(1) Learnings & Case Studies from Black Friday 2024

1. General Review of Black Friday 2024
2. Scaling to €4k/hour Case Study
3. Dynamic Ads Case Study
4. Evergreen CBOs Case Study

General Review of Black Friday 2024

Big success, almost $1M in 24h with 3 clients.

Total of the 4 days BFCM:

Learnings from this:

• The weekend before the Black Week, outperforms the Black Week (Friday, Saturday, Sunday > Monday, Tuesday, Wednesday)
  
• In BFCM: Saturday is the worst day, usually starts slow, I manage it reactively and calmed
  
• In terms of delivery and absorbing budget, Cost Cap better than Bid Cap
  
• Also ABO was more unstable than CBO, CBO was more consistent and would sustain high budgets
  
• Using the word “Black Friday” on ads increases CPM
  
• Run evergreen campaigns and be strategic in running ads with discounts without mentioning Black Friday
  
• Overall winning ads:
  Simple product visual image, big discount text
  
• Something smart: Nov 14 - Nov 21 → Launch evergreen promotions with discounts
  
• Live IG videos (pre-recorded) are the easiest hack to capture attention from your IG followers

Brand 1: Scaling to €4k/hour Case Study

Black Friday 2023: €146k

Black Friday 2024: €465k

When did the demand start to peak?

When did the CPM start to peak?

• 2 days before BF I crossed €10k/day in ad spend
• The CPM starts to peak 4 days before BF

Best performing campaigns BFCM:

• Top 1 = Evergreen campaign, CBO, Cost Cap
• Top 2 and 3 = Black Friday
• Top 4 = Creative Diversification CBO, Bid Cap

Brand 2: Evergreen CBOs Case Study

With this brand we have 3 Shopifys,

We did a big pre-launch during Forgotten Friday, after spending a lot of money and time building audiences.

1. Initial push at the beginning of the month
2. Then from November 5th-20th = Dry slow period
3. Nov 21st-24th = Crazy peak, forgotten friday weekend
4. Black Week = $20k, £15k days
5. And then BFCM

When did the demand start to peak?

• When we did the early VIP access

When did the CPM start to peak?

Best performing campaigns:

Black Friday ABO, but in terms of profit, CBO creative diversification.

Top Ads

1. Product image with headline (winner angle)
2. Black Friday video (multi product slider)
3. Model + Product image black friday
4. Model + Product 2 image black friday
5. Model + Product 2 image black friday
6. Evergreen image
7. Evergreen product image

Brand 3: Dynamic Ads Case Study

Demand starts increasing by November 21st.

But, November 1st-15th is already better than October

CPM increases on Nov 5th, especially Nov 25th on

Top performing ads (POAS):

1. Dynamic carousel
2. Product images, headline, white background
3. Unboxing video

Big Evergreen CBOs > Black Friday Campaigns

Black Friday CBOs, Advantage+ were live, they just didn’t get to spend so much money.