How we beat Shoeaholics’ Black Friday target ROI by 55%

What was the brief?

Shoeaholics wanted to increase sales over the Black Friday period to drive an incremental ROI of 2:1. Their goal was to achieve a new customer rate (NCR) of 50% and over £50 average order value (AOV).

What did we do?

We aligned our creative planning with Shoeaholics’ trade plan to build up hype the week before and over Black Friday. By using our lifecycle strategy we used Shoeaholics’ trade messaging for new and top level viewers to initially drive users to site, and push them through the lifecycle to convert.

The campaign launched a week before Black Friday with deals including 30% off Carvella and 25% off designer edits. We changed the messaging daily to keep users engaged.

This was particularly important as the market was saturated at this time, and we needed to cut through the noise and stand out from their competitors (who didn’t change their ads).

What were the results?

We achieved an incremental ROI of 3.11:1 – 55% higher than the planned benchmark. We also delivered a new customer rate of 60%. The average order value was £58.84 and the cost per acquisition was £4.87.

Higher ROI
New customer rate
Average order value

What did the client say?

“We’re delighted with the results. Our Black Friday campaign exceeded our expectations thanks to Crimtan. Not only did we attract more new customers than we’d hoped, but they were able to beat our target ROI by 55%.”

Download our full case study to find out how we combined our lifecycle strategy with Shoeaholics’ messaging to beat their target ROI.