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TAFT's BFCM Success: 435% growth from October-November
Industry
Shoes & Apparel
Company Size
50
Location
Salt Lake City, Utah
Year Founded
2013
About the Brand
In collaboration with Pilothouse, TAFT, a luxury shoe company, set its sights on capitalizing on the Black Friday Cyber Monday (BFCM) momentum during Q4. Drawing insights from the previous year, TAFT, with the support of Pilothouse, identified the strength of its owned audiences and organic following. The challenge became clear: to scale aggressively and sustainably while strategically leveraging high-intent sales.
Summary of Results
Strategic Growth
435%
The October focus on cold audiences and fundamental learnings for Meta, guided by Pilothouse, paved the way for a remarkable 435% growth from October to November.
Year-over-Year (YoY) Increase
22%
Pilothouse's collaborative efforts with TAFT resulted in a notable 22% YoY increase in revenues, showcasing the effectiveness of the extended Black Friday sale strategy.
Efficiency and Scale
71%
Despite the aggressive approach, Pilothouse and TAFT maintained efficiency, staying 1% below the Marketing Efficiency Ratio (MER) target. This highlights the success of the balanced strategy achieved through the partnership.
The Strategy
Focus on Owned Audiences:
Pilothouse and TAFT recognized the power of owned audiences and organic followings. Email campaigns, a core focus, were identified as strong revenue drivers during high-intent sales.
Aggressive Spending on Cold Audiences:
Our teams worked together to strategize and orchestrate an aggressive spending strategy on cold audiences in October. This aimed to fill TAFT's Return to Growth (RTG) pools and expand email lists, with rigorous testing providing valuable insights for Meta.
Extending Black Friday Sale:
To address the challenge of convincing customers to invest in a $250 product without hesitation, the teams jointly decided to extend the Black Friday sale by a week. This collaborative approach allowed potential customers more time for decision-making, mitigating the sense of urgency.
Gradual Ad Spend Increase:
In the lead-up to the sales period, we gradually increased ad spend to fully exploit the Black Friday sale. The immediate 6x increase in ad spend on Meta during the one-hour Black Friday sale launch targeted cold audiences, anticipating significant revenue from strong email and SMS campaigns.
Conclusion
The success of TAFT's BFCM strategy is a testament to the partnership between TAFT and Pilothouse. This collaborative effort, combining insights from past performance, aggressive audience targeting, and an extended sale period, resulted in substantial growth and increased revenues. The story underscores the importance of a well-balanced strategy in navigating the challenges of scaling during peak sales periods.
