Case Study

Swimwear Galore Black Friday/ Cyber Monday

+11%

increase in revenue in just four days – Google

+118%

increase in revenue – Meta

Overview:

The core objective of Swimwear Galore’s Black Friday 2024 campaign was to drive revenue growth while maintaining a strong return on ad spend (ROAS) across Meta and Google Ads. With a target ROAS of X2 BAU, the campaign focused on maximising efficiency through strategic budget allocation. Past Black Friday campaigns had faced challenges, including website issues and competitor interference, which impacted overall performance.

Our Work

THE APPROACH: 

By refining ad creatives, optimising spend distribution across Google and Meta and ensuring a seamless shopping experience, the 2024 campaign aimed to surpass previous years’ results and establish Black Friday as a key revenue-driving event for the brand. Another key approach was ensuring we protected the Swimwear Galore brand against competitors. The team monitored this closely over the weekend to ensure daily budgets were available during one of the most important e-commerce periods. Success was measured by improvements in efficiency, revenue, and overall campaign impact in acquiring new customers.

 

THE RESULTS:

Compared to previous years, the 2024 campaign achieved record-breaking results, with Google Ads delivering a ROAS of 16 and delivering an 11% increase in revenue in just four days. Similarly, Meta campaigns saw a 118% increase in revenue despite a 25% higher spend than in 2023, demonstrating the effectiveness of an increased investment. By taking our learnings from previous years and ensuring all hands were on deck, the campaign not only outperformed prior years but also reinforced Black Friday as a pivotal sales event for Swimwear Galore, driving both short-term revenue and long-term brand awareness and engagement.

 

ANY ADDITIONAL LEARNINGS & CONCLUSIONS YOU’D LIKE TO INCLUDE?

A key learning from Swimwear Galore’s Black Friday 2024 campaign is the importance of seamless product integration within the user journey. Ensuring that featured products in ads, emails, and landing pages were part of the 20% off sale streamlined the shopping experience and improved conversion rates. Another huge learning was the importance of digital partners working together. SEO partners and paid media agencies need to communicate with each other to avoid any confusion when making changes. Changes made to things such as robots.txt can have a huge impact on GMC and the clients product feed. To avoid this we need to be educated, collaborate and have paid ads and SEO agencies that have faith in each other and stand by each other’s work.

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