Here’s the 5-step process we took to drive a 110% YOY increase in order revenue, as well as a 79% YOY increase in new customer acquisition for Contempee over Black Friday 2024:

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1. Reviewed Last Year's Results & Learnings

One significant learning that we took from Black Friday 2023 was how important it is to get the offer right. A weak offer can make or break performance and is one of the biggest levers you can pull during the sale period. Therefore, it’s important to get it spot on.

Throughout Black Friday 2023, the client pushed a range of discounts across the website, ranging from 10% off, all the way up to 50% off. However, all best-selling products were only discounted by 10%. The weak discount applied to the best-selling products resulted in an underwhelming Black Friday. Customers were left disappointed, and we were unable to scale aggressively.

To avoid repeating this, we spent significant time planning the 2024 offer with the client to unlock the 110% revenue growth we knew the brand was capable of achieving.

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2. Crafted A Strong Offer

When it comes to crafting a strong offer, you need to make it attractive to potential buyers, but also take into account the product's unit economics. The last thing you want to do is scale an offer that isn’t generating enough contribution margin.

To craft the ideal offer, we needed a balance between attractiveness to customers and profitability.

Using Knocommerce, we collected feedback from Contempee’s existing customers about what they perceived as valuable discounts. This data was paired with unit economics analysis to ensure that the offer could scale profitably.

The final offer:

• 30% off all faux flowers, including best-sellers
• Up to 50% off all vases

We eliminated “Up to X%” messaging in 2024, simplifying the offer and ensuring clarity for customers. This change addressed customer frustrations from the previous year and added credibility to the sale. Customers were able to clearly see that their favourite faux arrangements were included in the 30% discount, addressing past frustrations and driving a 79% increase in new customer orders.

The next step was mastering performance creative for Meta so we could push the offer effectively.

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3. Introduced Black Friday Creative Concepts & Iterations

Creative execution was pivotal in communicating the offer effectively. We analysed successful elements from the 2023 campaign and iterated on them to create fresh concepts tailored to the new offer.

One standout campaign featured a Founder Story video titled “We Made a Mistake Last Year.” The video acknowledged the shortcomings of the 2023 sale and explained how the 2024 Black Friday event was designed to address them, offering customers the discounts they had been hoping for.

This ad alone generated over £80,000 in sales during the Black Friday period. By combining proven creative concepts with a renewed focus on customer expectations, we maximised engagement and conversion rates, directly contributing to the 110% YOY increase in order revenue.

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4. Forecasted Budgets & ROI

We began forecasting for Black Friday in January 2024 and re-forecasted in September to align with updated trends observed throughout the year. This approach allowed us to adjust budgets accurately, capitalising on emerging performance trends.

We ensured that creative assets were allocated to high-priority campaigns, which allowed us to meet and exceed the campaign’s revenue and profitability goals. By setting realistic expectations for spend and ROI during the sale period, we laid the groundwork for a highly effective campaign that contributed to the 90% YOY increase in net profit.

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5. Monitored Daily Pacing & Scaled

We implemented robust tracking tools to monitor performance in real-time and make adjustments as needed.

• A country-specific NC-ROAS tracking sheet allowed us to evaluate performance over one-day, three-day, and seven-day periods, enabling us to scale campaigns strategically in high-performing areas.
• A pacing sheet, integrated with Supermetrics, provided live updates on spending and returns, ensuring we stayed on target with our forecast.
• Triple Whale, refreshed hourly during the sale period, offered instant insights into contribution margins, helping us optimize campaign spending in real-time.

These tools allowed for precise adjustments, ensuring that we scaled profitably without exceeding budget constraints.

The BFCM strategy for Contempee serves as a shining example of what can be achieved with a strategic approach, data-driven decision-making, and customer-focused creativity. And the results speak for themselves: a 110% increase in order revenue, a 79% rise in new customer acquisition, and a 90% boost in net profit. We look forward to building on this momentum and continuing to drive growth for Contempee in the future!

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