This episode dissects a wildly successful Cyber Week Facebook Ads campaign that generated $400,000 in sales with a 7.14x ROAS for a women's clothing brand. It breaks down the exact 4-step strategy, from pre-sale hype building to sophisticated audience targeting and budget allocation, offering a blueprint for maximizing holiday sales performance.
Key takeaways
Implement a multi-channel pre-sale hype strategy using landing pages, messenger bots, and email sequences to build anticipation and capture VIPs with exclusive early access and discounts.
Prioritize warm audiences (80% of budget) in holiday campaigns, as they deliver significantly higher ROAS (10x+ in this case) and lower CPMs compared to cold audiences, even during peak shopping periods.
Strategically scale ad spend two months prior to major sales events to expand warm audiences, ensuring a larger, high-converting pool of potential customers is built before peak competition.
Utilize Facebook Events to create widespread visibility for sales, leveraging notification tabs to keep engaged customers informed across multiple touchpoints.
Employ Campaign Budget Optimization (CBO) and split campaigns by audience temperature (warm vs. cold) to efficiently allocate budget and maximize ROAS across different segments.
On this episode, we interview a Kris Sugatan, a Facebook marketing expert that helped a women’s clothing brand generate $400k in sales with 7.14x ROAS over CYBER WEEK They executed the campaign in 4 steps 1. Hyped customers up before the actual sales. They created a landing page for the VIP customers and a messenger bot sequence. People who wanted to get an additional 10% discount during the black week had to either enter their email address or click on the image of our JSON ad. After they clicked on the messenger, they had to comment "I want in" so they subscribe to our messenger bot. Once they subscribed either by email or messenger, they were sent 2 follow up messages prior to the black weekand 2 messages during the VIP sale(which was live from Monday to Wednesday). On the first day of the sale, they made $140,000 in revenue spending only $4,000 on ads. 2. Created an event for "Black Week" by posting similar content as to in the emails and messenger bot. Since event updates are shown on the notification tab, customers were hit by us everywhere 3. During the black week, they ran Campaign Budget Optimised (CBO) Campaigns running. They split the campaigns into warm and cold audiences. 80% of budget was allocated to our warm audience (engaged with FB, IG, Website Visitors, past purchasers etc.) ROAS from the warm audience was over 10x after the entire week. For the cold audience, they dedicated 20% of their budget. It wasn't converting too well, but it was still profitable. 5x+ ROAS. They noticed that CPMs for warm audiences didn't increase as much during the whole week, but for the cold audience, it increased 2-3x. Which leads us to the preparation stage.. 4. 2 months prior to the sale they scaled up our ad spend from 20-30k/monthly to 50-60k/monthly. Their main goal was to increase the size of their warm audience and, of course, to at least breakeven (3x ROAS) or even be profitable. So by increasing the size of our warm audience, they had
What does this episode say about paid acquisition?
Implement a multi-channel pre-sale hype strategy using landing pages, messenger bots, and email sequences to build anticipation and capture VIPs with exclusive early access and discounts.
What does this episode say about email & sms?
Prioritize warm audiences (80% of budget) in holiday campaigns, as they deliver significantly higher ROAS (10x+ in this case) and lower CPMs compared to cold audiences, even during peak shopping periods.
What does this episode say about conversion & cro?
Strategically scale ad spend two months prior to major sales events to expand warm audiences, ensuring a larger, high-converting pool of potential customers is built before peak competition.
What does this episode say about customer retention?
Utilize Facebook Events to create widespread visibility for sales, leveraging notification tabs to keep engaged customers informed across multiple touchpoints.
What does this episode say about paid acquisition?
Employ Campaign Budget Optimization (CBO) and split campaigns by audience temperature (warm vs. cold) to efficiently allocate budget and maximize ROAS across different segments.
