BOXFOX
Using Promotions to Build Momentum and Fuel Holiday Success
39%
Improvement over ROAS goal
169%
Improvement on holiday ROAS goal
24%
Improvement over ROAS goal post-Black Friday
Services
39%
Improvement over ROAS goal
169%
Improvement on holiday ROAS goal
24%
Improvement over ROAS goal post-Black Friday
Services
Client Challenge
The holidays can be the most fruitful time of the year for eCommerce brands, but in digital marketing they’re also the most competitive. Maintaining digital advertising efficiency can be difficult as brands pour money into their end-of-the-year strategies. BOXFOX is an ADM client that offers a seamless experience for sending curated gift boxes. The brand was looking for strategies that would help it exceed its ROAS goals as the 2023 holidays approached. In the month leading up to Black Friday, however, they were pacing about 10% shy of their ROAS targets, and their marketing needed to find new revenue quickly if they hoped to meet and surpass those goals.
ADM’s Solution
Given the growing importance of promotions during the holiday season, both BOXFOX and ADM knew it would be important to emphasize substantial discount offers to convert more customers. BOXFOX landed on a 20% off pre-Black Friday promotion, which escalated to 30% during Cyber Monday. ADM leveraged Performance Max campaigns to secure high visibility shopping feed placements and develop unique campaigns centered around Holiday gifting items.
The promotions generated momentum that carried over into the non-promotional days, when the point of emphasis switched to BOXFOX’s shipping cutoff for holiday delivery. The urgency of this message helped carry the momentum initially built up by the brand’s discount offers, creating efficiencies that drove the account to surpass its ROAS goals. Compared to the pre-Black Friday period, we produced double or triple-digit efficiency improvements across all tactics except non-brand search (which typically becomes less efficient during the holidays).
The Results
By leveraging a highly-segmented, promotion-focused Performance Max strategy, ADM helped BOXFOX surpass its ROAS goals:
- Cyber Monday exceeded ROAS goal by 169%
- Post-Black Friday holiday sales exceeded ROAS goal by 24% (elevated efficiencies continued post-promo into the shipping cutoff)
- Account-wide ROAS exceeded goal by 39%
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