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case study
+270% BFCM Sales Growth with Creator-Led Strategy and Cross-Channel Momentum
Industry
Photography
Company size
1–5
Location
Boise, Idaho
Year founded
2022
Services
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About The Brand
On Glass creates high-quality digiscoping adapters that connect smartphones to spotting scopes—bringing outdoor experiences to life with clarity and ease. Built for hunters, wildlife watchers, and outdoor photographers, the brand delivers precision-engineered tools that turn any phone into a powerful content-capturing device.
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The Strategy
After a strong year of growth, On Glass entered Q4 ready to maximize the momentum. With a loyal customer base, high-performing product, and growing digital presence, the brand aimed to turn BFCM into a defining revenue moment.
The focus was on scaling visibility, deepening brand trust, and converting high-intent audiences during the most competitive sales window of the year.
Success didn’t start on BFCM. It started months earlier—with a plan built around peak hunting season (August–November) and layered investments designed to scale intelligently.
Creative Expansion: Pilothouse increased creative capacity in Q3 to support scaling and testing ahead of the BFCM rush.
Google Launch: Paid media expanded beyond Meta with the addition of Google to reach high-intent users actively searching for digiscoping solutions.
Creator Collaborations: We sourced and activated a network of credible micro creators in the digiscoping and hunting space—producing highly effective UGC that drove both performance and trust.Brand Differentiation: On Glass leveraged its veteran-owned, small business roots and commitment to 100% USA-made products to differentiate itself in the market, fostering a deeper connection and trust with customers.
The strategy was grounded in seasonal timing and focused on building a large, high-intent audience heading into Q4. That foundation made it possible to scale profitably when it mattered most.
The focus was on scaling visibility, deepening brand trust, and converting high-intent audiences during the most competitive sales window of the year.
Success didn’t start on BFCM. It started months earlier—with a plan built around peak hunting season (August–November) and layered investments designed to scale intelligently.
Creative Expansion: Pilothouse increased creative capacity in Q3 to support scaling and testing ahead of the BFCM rush.
Google Launch: Paid media expanded beyond Meta with the addition of Google to reach high-intent users actively searching for digiscoping solutions.
Creator Collaborations: We sourced and activated a network of credible micro creators in the digiscoping and hunting space—producing highly effective UGC that drove both performance and trust.Brand Differentiation: On Glass leveraged its veteran-owned, small business roots and commitment to 100% USA-made products to differentiate itself in the market, fostering a deeper connection and trust with customers.
The strategy was grounded in seasonal timing and focused on building a large, high-intent audience heading into Q4. That foundation made it possible to scale profitably when it mattered most.
The Execution
BFCM performance wasn’t a spike—it was the result of smart timing and sustained campaign pressure.
Labor Day Momentum: On Glass leveraged Labor Day weekend as a launchpad for Q4—scaling spend, capturing leads, and driving early-season conversions that fed retargeting and email pools.
Creative Differentiation: Content focused on ease-of-use, simplicity, and the unique appeal of digiscoping—clearly separating On Glass from established competitors.
Paid Media Split: We maintained a 60/40 budget between Meta and Google, pairing visual storytelling with search-based demand capture.
Audience Growth: Entered BFCM with a +225% YoY increase in total sessions, giving campaigns a deeper pool of warm traffic to convert.
Lifecycle & Retargeting: Email and retargeting supported performance across platforms, delivering timely BFCM offers that leaned into urgency and value at the height of seasonal demand.
Labor Day Momentum: On Glass leveraged Labor Day weekend as a launchpad for Q4—scaling spend, capturing leads, and driving early-season conversions that fed retargeting and email pools.
Creative Differentiation: Content focused on ease-of-use, simplicity, and the unique appeal of digiscoping—clearly separating On Glass from established competitors.
Paid Media Split: We maintained a 60/40 budget between Meta and Google, pairing visual storytelling with search-based demand capture.
Audience Growth: Entered BFCM with a +225% YoY increase in total sessions, giving campaigns a deeper pool of warm traffic to convert.
Lifecycle & Retargeting: Email and retargeting supported performance across platforms, delivering timely BFCM offers that leaned into urgency and value at the height of seasonal demand.
The Results
→ Maintained strong ecosystem ROAS while scaling across Meta + Google
+270%
increase in BFCM net sales YoY
+188%
increase in Q4 net sales YoY
+335%
total YoY sales growth in 2025
+223%
increase in store sessions YoY
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The Takeaways
Strong BFCM results start with early preparation.
On Glass didn’t wait for November to start scaling. Strategic investments in creators, creative, and cross-channel performance paid off in the biggest moment of the year. The brand’s ability to plan early, build momentum, and execute with precision delivered record-setting results—and a playbook for continued growth.
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