Q2 2026: BLOCK 4

Q2 2026 - QUARTERLY WORKSHOP

BLOCK 4: Q2 Flash Campaigns

• How to build a flash campaign
• Key market flash campaigns for Q2
• Optional brand flash campaigns for Q2
• Wave surfing applied to Q2
• (To be created → Product Launch Formula resource)

How to build a Flash Campaign / Any Event

I consider a flash campaign any time-limited event where I can make a lot more revenue.

Of course: Black Friday, Summer Sales, …

But also: Product Launches, Restocks, Brand anniversaries, …

Simple 5-phase structure I use:

1. HYPE phase
2. LAUNCH phase
3. URGENCY phase
4. EXTENSION phase
5. BRANDING phase

Extended explanation of these 5 phases:

https://docs.google.com/document/d/1p6FrY5sImM4hNXes4mJDSAncmS3eJIGJ4tWHTNEv8VY/edit?usp=sharing

HYPE phase

• Simplified:
  Email → 72h and 24h before you start the campaign, create some hype, tease them, give some details about what’s coming, get ready, …
  
• Complete:
  Email → 72h, 48h and 24h
  IG Stories → Countdown sticker 72h and 24h
  Leadgen Ads → Create an email list for the launch
  Reach RET → Target all your customers

LAUNCH phase

• The focus here is good media buying and good ad creatives
• You’ll be testing for 3-5 days
• And the rest will be scaling
• 
• This phase for campaigns like a product launch are quite complex and require lots of testing to figure out how to sell a new product
• But for a campaign like a Summer Sale, it’s very easy

URGENCY phase

• Usually where the money is made
• 1 week before the campaign ends
• Make SURE there’s a countdown on the website
• Send urgency emails
• Scale ad budget as much as possible leveraging a period of higher conversion rate

EXTENSION phase

• Basically, send an email telling your customers that you’ve decided to extend the sale privately for 48h

BRANDING phase

• Almost nobody is doing this.

• How do you close an aggressive Flash Campaign?

• Especially, how do you do it after pushing big discounts, putting pressure on people with urgency, emails, social media, ...  and having high frequency in your ads?

• The brand image has to be protected somehow.

• It cannot feel as if you’re a transactional brand and nothing else.

• Examples:
• https://drive.google.com/file/d/1IzOtwKYpXTsIxBfveezADzSgQ5gAC-Qr/view?usp=sharing

• https://www.instagram.com/p/CdayqJ2ot49/

Key market flash campaigns for Q2

April

• Easter Holidays
• Mid Season Sale
• Spring Sale
• (Pet Day…)
  (Niche) important events April

May

• Mother’s Day (different days by country)
• Cinco de Mayo
• Memorial Day Sale

June

• 25th: Start of Summer Sales
  15th july-15th August
• End: 4th of July
  25th june - 6th july

Optional brand flash campaigns for Q2

1. Brand Anniversary
2. (Name of brand) Days
   (Name of the specific product category) Days
3. Product Restock
4. New Product Launches
5. Outlet Sale (I did winter)
   “Last Units”
6. Travel Season, Wedding Season, Graduation Season

I will make a full google docs with a “Product Launch Formula” in the coming days if many of you are having this campaign.

Wave surfing applied to Q2

Upwards Wave Surfing

Assuming Sunday is my historical peak day:

1. Sundays +20-100% increases
   (Above 70% will reset learning phase)
2. Monday decrease to similar budget than I had on Friday
   More than last week if things are working great.
   Less than last week if we are not so good.
   
3. Monday I am at 500€/day
4. Tuesday end of day: Very good ROAS
   500 → 700
5. Wednesday 3pm
   Today? ROAS >2
   Today + Yesterday? ROAS >2
   Last 7d trend? ROAS >2
   500 → 700 → 900
6. Thursday → Don’t touch
7. Friday 3pm
   If Friday and Saturday (summer) are shit, don’t touch
8. Saturday
   If Friday and Saturday (summer) are shit, don’t touch
9. Sunday (8am)
   +50-100% increases
   900 → 1200-1500

*Consider your waves might change with the “Summer Effect”

*How to calculate if my reach is incremental month over month