Q1 Workshop Content

Content WORKSHOP WINTER SALES

Context

• Low CPM
• Low CVR
• Challenge: Make people buy when there’s lower liquidity in the marketplace (incentive)

1. Mapping the Campaign

Jan 1st - Feb 1st

Practical: January 7th to February 15th

• Sales Peak:
  Depends on the brand,
  Make more sense that it peaks when people get their January salary. (Recovering from BF and XMAS)
  So = Jan 31st to Feb 5th

2. Flash Campaign Type

Market → But without a fixed date and length

A LOT of time to test, optimize, calm.

Disadvantage: No clear urgency.

So, main highlights to consider:

• January Salary
• Create urgency yourself
• Low CPM, low CPC
• Focus: January 25th to February 5th

3. Communication / Angles / Copy

(Something about 2025) + (Great offer)

Winter Sales Have Arrived! Up to 40% off for a limited time.

New year, new phone? Up to 50% off on phones during our Winter Sales.

Winter Sales! Upgrade your (...) with up to 40% off for a limited time.

4. Flash Campaign Framework (5 phases)

Hype, launch, urgency, extension, branding

• HYPE:
  Not extremely relevant
  
• Launch:
  IG + Email
  At the same time: Activate Ads Phase 1
  

Ads Phase 1:

• RET Reach (5 initial days: “Let everybody know” = Target all your clients, target 90 day website visitors)
• RET (BROAD + Clients)
• Advantage+ (intuition, 5 ads)
• ABO_Testing

• Urgency:
  Coordinate with the salary
  January 20th-February 5th
  
  Communicate the urgency in as many places as possible, everything counts
  

• EXTENSION
  In this campaign it makes sense,
  Your database gets 1 extra week
  
• BRANDING
  Not too relevant as it’s not as intense as the previous BF XMAS campaigns
  

5. Meta Media Buying and campaign structure

Phase 1

• RET Reach (5 initial days)
  (ad set 1: clientes, ad set 2: 60 website)
• RET
• Advantage+
• ABO_Testing

5-10 testing ad sets, the winners from this campaign will be moved into scaling campaigns.

Phase 2

• Winners de ABO Testing, are moved into scaling campaigns
• Turn off the initial RET REACH
• Optimize and scale
  

“A/B Testing the Scaling Campaigns”

Advantage+_(Winners)
Advantage+_Images_CC100
Advantage+_Images_CC70
Advantage+_Videos_CC100
Advantage+_Videos_CC70
CBO_CC100_(1 ad per ad set, 3 ad sets)
CBO_BC200_(All winners mixed)

• Daily optimization

Phase 3 (SALARY!!)

• Hyperscale the scaling campaigns that performed well
  

*historical best day of the week
*urgency
*best scaling campaigns
*coordinate a big push supported by organic traffic
=Revenue Record

6. Creatives

https://share.magicbrief.com/board/8b94443e-8676-42e4-831a-8202ccbd106b

50% of the account remains evergreen.

50% Winter Sales

• 25% are evergreen ads rebranded to winter sales (or just the winners from BF/XMAS)
• 25% new things to try

Remember the Canva library with 500 templates.

7. Your Personal Cases and Q&A

Rebajas de Invierno -40%

• Create more ads (replicate BFXMAS winners)
• Add RET_BROAD, once you have 5 ads,
• Launch Adv+ no CC, once you have 5 ads, 50€
• Reach, only for Retargeting, the idea is to make all “your community” aware that you’re having sales (Same creatives you use for ABO testing flash campaign), 2 ad sets, one BROAD, one Clients