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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
Meta,Google, Creative Strategy
Man in camouflage clothing and cap using a binocular adapter outdoors, with text announcing Black Friday season and best price promotion.

About The Brand

On Glass creates high-quality digiscoping adapters that connect smartphones to spotting scopes to bring 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.

Hand holding a phone near a spotting scope on a tripod with Black Friday sale text promoting 22% off sitewide from Nov 21 to Dec 1.
Sketch of a smartphone, digiscope adapter parts, and a digiscope lens with text promoting the best digiscope adapter under $100 from On Glass Adapter.
On Glass Adapter Black Friday sale banner with text: Save 22% sitewide.
ON Glass Adapter Black Friday sale announcement with text Save 22% sitewide over a torn paper design revealing a sky and mountainous landscape background.
Person outdoors adjusting a camera on a tripod with text overlay advertising Black Friday 22% off On Glass Adapter.
Hand holding a phone near a spotting scope on a tripod with Black Friday sale text promoting 22% off sitewide from Nov 21 to Dec 1.

Summary of Results

280%
Increase in
conversion rate
$250K
YoY increase in BFCM
Shopify Revenue
206%
Increase in conversions
on Meta
91%
Increase in TOF ROAS,
maintaining a 2.15 ROAS
333%
Increase in
YoY revenue
330%
Revenue generated on
YouTube at a 4.0 ROAS

The Kickoff

Woman sitting on a couch using a laptop, smiling and looking at the screen.Man and woman smiling inside a car with red leather seats, with a small dog in the backseat holding a yellow bottle.Screenshot of a text message with a video thumbnail of a man with his hand on his face and bottles on the table; message says: 'My husband ABSOLUTELY LOVED the custom song I got him from Songfinch! Thank you for the recommendation... BEST GIFT EVER!' with music and emotional emojis.

Songfinch approached us for support with their rebranding efforts. As part of the process, we conducted extensive contrast testing to determine the most effective creative styles for their brand. After analyzing customer reactions, it became clear that reaction videos featuring customers capturing their loved ones' reactions to their custom songs were the most impactful. To further enhance the authenticity of the videos, we added captions that provided context and relatability.

‍

Our initial focus was on Tier 1 countries (CAN, US, IRE, UK, NZ, AUS). The testing and refinement process continued until we found the winning creative formula, which we then rolled out globally. To reach even more customers, we added new variables such as music and general interest stackers and created performance-focused landing pages that allowed us to tap into new audiences.

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One of the major factors that contributed to our success was the feedback loop we established with customers. This loop encouraged them to capture genuine reactions and submit their video content, which allowed us to test and scale our approach quickly. As a result, we were able to achieve enormous success in just the first three weeks of our global rollout.

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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 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 which clearly separates 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 strategy

TikTok was the perfect platform for Songfinch to showcase its emotional custom songwriting service. The unique and genuine reaction videos resonated with the TikTok community, leading to a significant increase in revenue and conversions.

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In the first 30 days, Songfinch's revenue grew from $0 to $250,000 on the platform and they gained 3,500 conversions in the first three months.

The success on TikTok allowed us to quickly test and optimize for different audiences and matrixes.

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One of the goals was to increase the top-of-funnel revenue while maintaining the efficiency of the account. We split-tested ad copy, used high-intent keywords and segmented top-of-funnel search campaigns to maximize click-through rates. We also expanded our reach to English-speaking countries outside the US, including  Australia, the UK, and Canada, before eventually expanding across Europe.

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We pioneered new performance-based audience targeting strategies that brought in a mix of top and bottom-of-funnel traffic that was both cheaper and higher intent than the average. This was complemented by comprehensive YouTube retargeting that showcased tailored advertisements based on users' positions in the funnel.

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As a result of these efforts, Songfinch saw a 333% YoY increase in in-platform revenue, generating $6.9 million at a 4.82 return on ad spend.

An older woman holding her hands to her face.A woman sitting in the back seat of a car.A man and a woman sitting on a couch in a living room.

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

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.

On Glass adapter Black Friday sale announcement with text 'Save 22% sitewide' against a torn paper effect showing sky and hillside.

We thought we were hitting our biggest peaks, but every single month has been the best month ever! We've been able to hit $3M in a single month, which was a big goal for us.

Ashley Gonzalez
VP of Growth
songfinch logo in black

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