The Story

Black Friday Sale


After the success of their previous EveryDayReady campaign, Fashion brand Cleo, tasked AntiSocial with their Black Friday campaign. With proper tracking in place, we were able to help Cleo refine their ad targeting approach and scale their results for Black Friday, 2020.

The Challenge

Driving e-commerce sales


Cleo wanted us to build out a media buy strategy to promote their Black Friday sale. Due to Covid-19 bylaws, a number of retail locations were forced to temporarily close so there was a strong emphasis on driving e-commerce sales.

32,422

Google Clicks

863

Online Sales on IG/FB

216,392

Total Impressions

The Solution

Perfecting media buy strategy


We worked with Cleo to develop a media buying strategy to promote the various tiers of their sale ranging from 40-70% off. Our strategy involved Facebook, Instagram and Google Search and we were able to retarget people who interacted with the Cleo Every Day Ready campaign.

Execution

Establish intuitive targeting


We reviewed their budget and sales goals and determined which platforms we were going to run ads on. For this campaign, we selected Facebook/Instagram and Google Search and established enough ad creative to run the campaign for 2 weeks.

We allocated a budget to Google Search ads, and Instagram and Facebook and set up audience targeting based on their location, interests, and habits. For Google Search we used smart branded and non-branded. For Facebook/Instagram we swapped out the creative every few days to keep the content consistent but not repetitive.

The Results


We were able to reach 216,392 total impressions over the course of the 14 days.

Google Smart Search
Clicks: 32,422
CTR: 51.9%
Online Sales: 1,692

Facebook/Instagram
Clicks: 6,545
Online Sales: 863
New Account Creations: 70