Workshops · Q3 2025 · English
Content - Q3 2025 Workshop
QUARTERLY WORKSHOP
Q3 SCALING 2025
- Quarter 2 vs Quarter 3
Quarter 2 (April, May, June):
- Many Flash Sales
Easter Sales, Spring Sales, Mother’s Day, …
Fashion brands launching the Spring Summer collections - Higher CPMs compared to Q1
- Higher conversion rate compared to Q1
- More emotional buying
- Summer anticipation starts
- → TRUMP’S DECISIONS
Quarter 3 (July, August, September):
- SUMMER
- Lower CPMs
- Lower purchasing intent in July and August,
Reset purchasing intent in September: Transition Mindset - Flash Campaign: 4th of July
- Flash Campaign: Summer Sales
- Flash Campaign: Prime Day (Amazon)
- Flash Campaign: Back to School
- Flash Campaign: Labor Day
- Q3 Strategy Stack
At least run 1 flash campaign:
- If you sell in the USA:
4th of July
Summer Sales: June-July-August
Labor Day: September 1st
Back to School, Back in Business - If you don’t sell in the USA:
Summer Sales: June-July-August
Back to School, Back in Business
Plan each month very smartly
- July: Summer, contextual shopping, holidays
- August: Summer holidays, the shopping mind is in winter
- September: Adoption of a new start, fresh
- Q3 Consumer Behavior and Messaging by Month
July = Escape, Pleasure, Ease, Enjoy
August = Social Approval, Status, Emotional Escape Before Routine Hits (the last taste of freedom), Guilt From Overspending
September = Reset, Control, Self-Improvement, Reinvention
July Consumer Behavior
- The consumer is mentally focused on resting, going for adventure, indulging in pleasures, switching off, traveling
- Purchase intent: lower than Q2
Unless they are emotionally triggered
Unless there is a discount or promotion
Unless it makes sense contextually (holidays, summer) - Less competition
July Messaging (freedom, escape, holidays, enjoy, …)
- JULY FASHION MESSAGING
- "Light, effortless, and made for late sunsets"
- "Pack. Wear. Repeat. Your vacation wardrobe is here."
- "Feel good, look effortless — the summer uniform is calling."
- "Summer starts with what you wear. Start strong."
- JULY SKINCARE MESSAGING
- "Sun. Sweat. Stress. Your skin needs a vacation too."
- "Glow like it’s golden hour — every hour ✨"
- "Skincare that travels well (and works even better)."
- "Soothe, hydrate, protect — your July skin ritual."
- "For post-sun glow, not post-sun damage."
- JULY SUPPLEMENT MESSAGING
- "Because your sleep shouldn’t go on holiday 💤"
- "Traveling? Don’t leave your energy behind."
- "Beat the heat, stay in balance — daily essentials for summer."
- "From AM focus to PM recovery — your summer stack."
- "Feel light, think sharp, rest deep. Daily support, simplified."
August Consumer Behavior
- Peak of holiday season → distraction + low attention span
- Shopping decisions are impulsive, emotionally driven
- People want to feel cool, stylish, special during holidays
- FOMO kicks in (comparing their summer to others’)
August Messaging
- AUGUST FASHION MESSAGING
- "Look like the main character in every holiday story."
- "Poolside luxury. Airport comfort. Street-style cool."
- "Outfits worth remembering. For days you won’t forget."
- "Because style doesn’t take vacations — it travels with you."
- "Be that person this summer. You know the one."
- “POV: your best
- AUGUST SKINCARE MESSAGING
- "Luxury skincare, even if you're living out of a suitcase."
- "Sun, salt, and city stress — fight back with glow."
- "The secret to vacation skin: care, not filters."
- "For skin that whispers ‘expensive’ — even in flip-flops."
- "Don’t come back from holidays with dull skin."
- AUGUST SUPPLEMENT MESSAGING
- "Still sleeping like you're in a hotel bed?"
- "You brought the SPF. Did you bring your recovery stack?"
- "Wellness isn’t on pause just because you’re OOO."
- "Outperform your vacation mode — even in August."
- "Luxury starts with how you feel, not just how you look."
September Consumer Behavior
- Mindset shift: “back to business,” structure, new habits
- People want to be productive, feel refreshed
- Greater openness to investing in products that improve lifestyle
- Preparing wardrobes, routines, homes for autumn/winter
September Messaging
- SEPTEMBER FASHION MESSAGING
- "Back to routine, not back to boring."
- "Style that says: I’m already ahead."
- "Fall energy starts with a sharper wardrobe."
- "This season’s uniform: clean lines, clear goals."
- "Dressed for progress — September edition."
- “Back in Business” , “Back to Business in Style”
- SEPTEMBER SKINCARE MESSAGING
- "New month, new skin discipline 💧"
- "No more lazy skincare. Time to glow up."
- "Your skin’s been through summer — now repair it."
- "From sweaty to structured: upgrade your routine."
- "The glow-up starts in September, not January."
- SEPTEMBER SUPPLEMENT MESSAGING
- "Get your edge back — mentally, physically, daily."
- "Routine is back. Make your stack unstoppable."
- "Focus sharper, sleep deeper, feel stronger — every day."
- "Your September reset starts from within."
- "September Resolutions: Build habits that last."
- Q3 Historical Metrics
- Q3 Historical Metrics
Conclusions:
- June and July = PUSH
- Assume August will go down
Fight to compensate it (Strategies later)
What about CPMs?
Ad Account 1 (Europe)
Ad Account 2 (UK)
Ad Account 3 (USA)
Ad Account 4 (US 50%, CA-AUS 10%, EU 30%, mix WW 10%)
Conclusions CPM:
- May and June = High CPM
- July = Low CPM, better Sales (SWEET SPOT)
- August = Low CPM, worst Sales
- The August Low
In general, sales go down:
- Holidays: the consumer is distracted, switched off
- No pressure to buy now, purchasing postponed to September
- Routine is Gone = Purchase Habits Break
- Many Brands Pause or Cut Spend (lower buying stimulus in the market)
- Financial fatigue (june july people spend more to plan their holiday trips, adventures, etc. and during August they are actively spending, not much money left)
Solutions:
- Summer Sales
- Urgency, Scarcity
- Gift-With-Purchase
- Aspirational Summer Identity
- Help the August flex (holiday social comparing)
- FASHION: Summer Ad Creatives
https://share.magicbrief.com/board/fec8a0fd-1aef-44b0-a691-cc6ca5a12d88
- SKINCARE: Summer Ad Creatives
If you don’t do summer shootings, play with AI and test it.
- OTHER: Summer Ad Creatives
Evergreen winners but summer messaging.
Remember:
- Sale, discounts
- Aspirational Summer Identity
“The Summer You”
“POV: you have a Summer glow up”
“Your summer persona unlocked” - Traveling this Summer?
Conclusions: Q3 Ad Creatives
- Flash Campaign, discount
- Traveling, Holidays
- Aspirational Identity
“The Summer You”
“POV: you have a Summer glow up”
“Your summer persona unlocked”
- Flash Campaign: 4th of July
Context:
- Independence Day
- Fireworks and Flags
- Bank Holiday (it’s on a Friday, so long weekend)
Dates:
- Start: July 1st
- End: July 5th (6th)
5 Phases:
- Hype: June 29-30th
Email: “4th of July Sale 🇺🇸 Coming very soon…”
Email: “4th of July Sale 🇺🇸 Starting in 24h…”
IG Stories: Countdown sticker - Launch: July 1st-3rd
“ABO_(4th of July)_Testing”
“Advantage+_(4th of July)_(All Ads)”
“RET_(4th of July)”
- By July 3rd:
CBO_(4th of July)_(Winners)_CostCap100
CBO_(4th of July)_(Winners)_BidCap150 - Urgency: July 4th, 5th, 6th
July 4th:
Push the budget 2-3 times in the same day,
Apply a lot of urgency everywhere
On the 5th lower the budget, but keep pushing for the last day.
In my opinion I would end it on a Sunday, not on a Saturday, so I would keep the ads active until the 6th. - Extension: You can give an extra 24h to your email database.
- Branding:
Email:
Subject: The 4th of July Sale BLEW UP. Thank you. 🙌
We just wanted to say it - thank you.
You showed up, stocked up, and made this one of our biggest days ever.
Our warehouse team is working overtime (yes, even today) to make sure every single order gets packed and shipped with love.
Because when it’s the Land of the Free, we deliver. 🇺🇸📦
If you missed out this time… we get it.
But here’s a little heads up — we’re cooking something new.
Something even better is coming…
So if you want to be on the inside next time, keep an eye on your inbox. 👀
- Flash Campaign: Summer Sales
Much longer campaign, we have a lot of time to test, optimize and scale.
Worldwide. It’s a very typical campaign.
Fashion:
- Initially it was about getting rid of the Summer stock, in the month of August
- Right now, it’s about selling discounted Summer items so people can use them on their holidays, right during Summer
- End of August:
→ Summer Clearance Campaign
→ Summer Outlet
→ Last Units (get rid of extra stock at -40%)
Not Fashion (Skincare, Makeup, Supplements, …)
- July + August
- Some brands do
“Summer Sale” and “Holiday Sale” after
“Summer Sale” and “End of Summer Sale” after
Dates:
- Start: June 25th to July 1st
- End: July 31st to August 31st
If Fashion, you can turn it off by August 15th as nobody will want to buy Summer, and start using winter angles.
5 Phases:
- Hype: 3-5 days of your preference (Ex: June 25th to July 1st)
Goal: curiosity, build anticipation, tease the offer without revealing full details, collect early interest, and warm up your list.
Email: “☀️ Something big is coming… Summer Sales 2025”
Email: “Starting in 24 hours: Summer Sales 2025”
IG Stories: Countdown sticker
- Launch: Whenever you decide, let’s say July 1st
“ABO_(Summer Sale)_Testing”
“Advantage+_(Summer Sale)_(All Ads)”
“RET_(Summer Sale)”
3-5 days after launch:
CBO_(Summer Sale)_(Winners)_CostCap100
CBO_(Summer Sale)_(Winners)_BidCap150
(example)
- Urgency: 1 week before you finish the sale
Urgency part 1: “Last Days”
Urgency part 2: “Last Hours”
Extension: doesn’t make sense
Branding:
- Same as above
- Use it to transition into the next FC (clearance)
- Use it to transition into FW25
- Use it to transition into Back to School / Labor Day
- Flash Campaign: Prime Day (Amazon)
Just be aware,
2 days, mid July, dates are not public yet.
The consumer is looking for discounts, in general.
Cold traffic is expected to convert less.
Could be that the conversion rate drops 1-2 days after Prime day as people will have spent a lot of money.
Look if last year affected you and how: (July 16-17th)
- Flash Campaign: Back to School
Dates:
- August 15th to September 30th
For a mature audience: “Back in Business”
Messaging, remember the September consumer behavior:
- Mindset shift: “back to business,” structure, new habits
- People want to be productive, feel refreshed
- Greater openness to investing in products that improve lifestyle
- Preparing wardrobes, routines, homes for autumn/winter
- Opened to change clothes
- Flash Campaign: Labor Day
Date:
- Monday September 1st
- Start: August 29th
- End: September 5th-10th
Same as before,
- HYPE
- LAUNCH (ABO, RET, Adv+)
- Urgency (as you see on the 8th)
- Branding
- Seasonal Transition SS25 to FW25
The most important thing is that by August 15th you anticipate what people will do.
Even as early as August 1st, we stop buying for the Summer.
We start feeling like Summer is going away, we’re enjoying the last bit of it.
In eCommerce, we sell “Summer” in March and April, so people buy for the future.
What about August?
Same thing, we start selling fall, the change, new habits, productivity, routine, …
When in August depends on your brand.
But don’t wait until September 15th as you’ll be late.
- How to enter Q4 Strong
Q4: October, November, December
CHECKLIST Pre-Q4
- Audience-Building strategies during the low CPM August
5% of your daily budget
Leadgen Ad → Sign up for FREE Shipping
Leadgen Ad → Sign up for 10% off
View Content Campaign (Retargeting Pool) - Of course, stock forecasting
- Black Friday Mastermind: October 1st - October 10th
- Summer Sales is the last big Flash Campaign before BFCM
Try to do something new,
The branding phase in a flash campaign,
Different urgency phase,
Anything, but try to discover something new - Beginning of September: Sit down and make a Q4 Roadmap
What products to push
What Flash Campaigns
What messaging and ad creatives
