Ecommerce Holiday Season Campaign

The Objective

Increase sales during the holiday season by offering a variety of sales within the company’s e-commerce shop throughout the month of November.

The Challenge

As this audience is global, we knew two key issues would need to be addressed. First, the segment of the audience (North America) that knew what Black Friday was would be inundated with Black Friday promotions and would most likely be fatigued before Black Friday even arrived. Second, the segment of the audience that wasn’t familiar with Black Friday had been confused in the past when messaging spoke directly to the Black Friday experience. How do we get both segments of the audience on the same page? The Season of Savings Sale.

The Approach

Transparency.

In keeping with the theme of transparency, we not only planned out multiple events throughout November to create buzz for the sale but also made all of the events public knowledge at the start of the campaign. We kicked the campaign off with a lookbook that included every date they would need to know as well as the sale pricing for each product in the shop. No surprises. No gimmicks. No hoops to jump though. No waiting in lines at 6 am on a Friday. Just straightforward savings all month long.

All emails, social content, and paid ads throughout the month were planned and created to align with the theme of transparency.

During the most expensive time of the year for paid traffic, the ads for this campaign generated a 6X Return on Ad Spend (ROAS).

My Key Responsibilities:

Planning, creating and scheduling organic social media content content for the campaign on Facebook, Instagram and LinkedIn.
Strategizing and implementing paid traffic campaigns for Facebook and Instagram.
Tracking and analyzing social media, email and paid advertising metrics.
Collaborating with the lead designer and copywriter to ensure deadlines were met and the messaging of the campaign remained consistent.
Developing and hosting a live workshop during the campaign to drive sales, generating an additional $21k in revenue to the campaign.