Over the last 365 days we’ve helped The Essence Vault achieve a 95% increase in growth compared to last year, we’ve generated multi 8-figures in sales and spend almost $10k a day on TikTok alone (all while maintaining a blended ROAS of above 4x throughout the year)

We helped them generate £6 Million in sales in November alone - £3 Million of that in came over BF/CM (a 103% increase on last year's BF/CM)

Through the month of November, there were only 4 days that The Essence Vault didn't bring in at least 100k

This scale and consistency wouldn’t be possible without a systemised creative testing and iteration process in place. We’re producing about 150 pieces of UGC creative a month for The Essence Vault so it’s incredibly important key creative processes are in place to keep things moving forward as we scale.

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Let's break down the strategy here...

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Planning

BF/CM success is determined by the brand's performance in November as well as all of the work that's gone into acquiring new customers throughout the year. You're going to reap the rewards if you've put in a tonne of legwork beforehand.

We made sure that we not only had a detailed marketing activation plan throughout November but also had robust financial modelling for the month for The Essence Vault.

You will see changes in efficiency in the run-up to BF/CM but it’s how you model it which determines the success. Platform-specific projections and targets planned in the run-up to and over Black Friday ensured we knew exactly what we needed to be hitting in order to make this a Black Friday for the books.

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Lead Gen

We built awareness and generated leads to hit them with irresistible email campaigns throughout November(as well as retargeting).

We ran lead-gen campaigns 7 days prior to the sale going live and generated over 12K leads (for less than £1.50 per lead). We used 10-20% of the daily budget purely on lead gen and awareness.

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Creative

With the help of Hambi Media - we nailed the ad creative, attracted attention, and made the offer crystal clear.

We used proven ad creative, and generated interest with an offer that we know works with The Essence Vault's audience. We used BOGO as the core offering, making the promotion clear and engaging with a mixture of static ads as well as UGC content.

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Optimise Channel Mix

We had a clear channel mix and divided the budget according to user behaviour. Rapid scale and demand are created through visibility across paid social channels. We used 54% of the budget through Meta, 20% through TikTok, 20% through Google and the remainder divided between Snap and X (FKA Twitter).

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Retention

We made customers feel rewarded.

We kicked things off by giving early access to the full email list and included a personalised VIP message to loyal customers. All flows were optimised, and we added daily email and SMS sends with sales pushes, app notifications, and a Power hour on Cyber Monday giving people a GWP.

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All of this working together, as well as consistent work throughout the year getting everything in place, made this The Essence Vault's best month yet. And the best thing is - we're just getting started here.