Summary
During the 2023 holiday season, a top-selling supplements brand wanted to take advantage of Black Friday and Cyber Monday traffic to their product page by capturing additional sales post these tentpole events. The brand partnered with their agency, Channel Key, to utilize Pacvue’s AMC and DSP capabilities to create audiences to precisely retarget buyers to drive new sales and subscriptions.
The Challenge
During the holiday season, a top supplement brand aimed to expand its brand presence, knowing that this key sales period would deliver increased traffic to their product page. Each year, Amazon increases deal events, particularly on Black Friday and Cyber Monday.
While this brings new buyers and more eyes, it also cuts into profitability and ROAS with heavier discounting. To better monetize increased traffic and engagement, the brand sought to capture sales from interested customers who didn’t purchase during Black Friday and Cyber Monday, achieving new sales and driving new purchasers to subscribe and save.
The Solution
During the Black Friday and Cyber Monday sales, Channel Key and the brand implemented a strategy to increase spending and drive more traffic to their product pages. To retarget audiences that engaged but didn’t convert, the team utilized the following Pacvue capabilities:
- The budget calendar tool allowed the team to effectively pace and scale their budgets for the most opportune times, increasing session traffic by 59% and maximizing the retargeting audiences captured.
- Pacvue’s AMC audience targeting helped the brand pinpoint the specific date range of audiences that engaged but did not purchase during the high-traffic event periods. Those audiences were retargeted with precision to drive new sales and subscriptions.
The Results
When compared to the brand’s overall campaign conversion rate, the Black Friday /Cyber Monday retargeting ad delivered:
- 42% higher total ROAS
- 24% higher Subscribe and Save
What’s Next
The brand has continued to utilize Pacvue for streamlining ad operations, reporting dashboards, and AMC offerings to power campaigns and ad strategies.
