BACK TO ALL CASE Studies
Circulon: Record-breaking Performance Throughout Black Friday and Cyber Monday
Industry
Cookware
Company Size
5+ Meyer Corp.
Location
California
Year Founded
1985
About the Brand
Circulon, a distinguished premium cookware brand, celebrated extraordinary success during the Black Friday and Cyber Monday (BFCM) period. Leveraging Pilothouse's strategic expertise, Circulon achieved record-breaking performance and secured three consecutive days of unparalleled sales. Notably, the collaboration led to a remarkable surge, with Circulon increasing its original all-time high net sales record by an impressive 332%. This case study explores the symbiotic partnership between Pilothouse and Circulon, unraveling the strategies and results that propelled Circulon to unprecedented heights this BFCM.
Summary of Results
900%
YoY surge in purchase volume
1616%
YoY Increase in active subscribers
71%
YoY average order value
(AOV) growth
(AOV) growth
19%
YoY ROAS increase at a
significantly larger scale
significantly larger scale
Ecosystem Results
259%
Increase in ecosystem sales YoY during the Black Friday and Cyber Monday period
3.92
Return on Ad Spend (ROAS)
Meta Strategy
Objective
Increase ad spend on conversion-based Top-of-Funnel (TOF) campaigns to prepare for the high-intent sales period.
Approach
Leveraged a 38% increase in ad spend leading up to Black Friday. The goal was to saturate the funnel for Retargeting (RTG) during the peak shopping week, enabling effective retargeting with the best offer of the year.
Reasoning
This proven strategy, although impacting short-term channel efficiency, demonstrated substantial gains when the Black Friday and Cyber Monday campaigns were initiated.
.webp)
.jpg)
Thoughts & Learnings
The simplicity of the strategy underscores its effectiveness for future sales initiatives beyond Q4 and BFCM.
Focusing on Top-of-Funnel campaigns with conversion-based objectives successfully filled the sales funnel with high-purchase-intent audiences, leading into crucial sales periods.
This strategy not only propelled Circulon to unprecedented levels of scale but also facilitated the breaking of net sales records on three consecutive days. A powerful approach for sustained success in future sales endeavors.