One goal across every channel
Plenty of brands look good inside one ad platform’s report. Fewer look good when you add up every channel’s spend and sales. So we judged the work on one number: total sales against total ad spend.
We started with the strategy, then took over the ads. Paid social, paid search, influencers, email and SMS each had a clear job in the same plan.
A steady flow of new ads and offers
We kept new ads coming: hockey jerseys and hoodies, bundles, gift ideas, a winter sale and last-chance offers. We ran early-bird deals before Black Friday, so sales were already climbing before the big weekend. When that early demand arrived, we doubled spend in a day.
Spend hard, then collect the profit
Over Black Friday weekend we pushed spend while demand was high. By then the ads had built a large pool of people who already knew the brand. So we cut budgets sharply and let those warm buyers keep ordering until the last Christmas shipping date.
Black Friday itself brought in $22.7k of sales, 4.8× the Black Friday before. Sales across the Black Friday season rose 78% on the previous Black Friday season.
Email that keeps customers buying
Email brought in $186k of sales, up 39%, from customers the brand did not have to pay to reach again. After each order, customers got a run of emails: a thank you, a guide to the brand, reviews from other buyers, two offers for something to go with their order, then requests for a selfie, a short video review and feedback.
Why it worked
Judging every channel on total sales against total ad spend meant no platform could look good on its own report while the brand lost money. Early-bird deals built demand before Black Friday, and heavy spend that weekend created a large pool of warm buyers. Cutting budgets afterwards let those buyers keep ordering until the last Christmas shipping date, while email brought in $186k from customers the brand did not have to pay to reach again.
The result
$232k of ad spend produced $890k of sales: $3.80 for every $1 spent across all channels. The brand also gained about 80,000 new customers. The client said the growth was less stressful than the ups and downs they had before, and more efficient than any other way they could have done it.
