Black Friday.
Delivered.
Before Letheio
Broad Spend, Thin Returns
After Letheio
Focused, Profitable, Scalable
107 purchases · 4.1x ROAS · all delivered inside a single Black Friday campaign window on Meta
The Challenge
The store had run Black Friday promotions before — but the ad budget disappeared into broad targeting with little measurable return.
Untargeted Audiences
All budget pushed into cold, wide audiences with no lookalike segmentation, retargeting layers, or intent signals.
No Funnel Structure
A single campaign tried to do everything — awareness, consideration, and conversion — with one budget and one objective.
Generic Creative
Product photos with no seasonal hook, no urgency copy, and no A/B testing to find what actually moved buyers.
The Methodology
How we won Black Friday
Audience Architecture
Built a 3-layer stack: warm retargeting from site visitors, lookalikes seeded from past buyers, and interest-based cold traffic — each with its own budget.
Creative Sprint
Produced 12 ad variations — static and video — all built around Black Friday urgency, product-specific copy, and limited-time framing.
Full-Funnel Build
Deployed separate campaigns for awareness, consideration, and conversion, ensuring every stage of the buyer journey had dedicated spend.
Live Optimisation
Monitored performance hourly during the campaign window — killing underperformers instantly and pushing budget into winning creatives and audiences.
Cart Recovery Push
Allocated a dedicated retargeting budget to the 683 checkout-initiated sessions, maximising recovery of high-intent shoppers.
Related Services
We've run Black Friday promotions for years. This was the first time the numbers actually made sense.