Black Friday offers a huge opportunity for the luxury product market, but also provides a hefty amount of competition. Every year brands struggle to cut through the noise in a saturated market, during what is one of the largest sale events of the year.
We were briefed on a campaign to land during this period for Prestige Pawnbrokers, a seller of preloved luxury products. They would be competing against both other pawnbroking sites and the national retailers who would be selling brand new products at a discounted price during this 4 day mega sale.
After an initial scoping meeting we discovered Prestige had never previously run a social shopping campaign, opening up an exciting new opportunity for exploration.
We dynamically retargeted website visitors across Meta and Pinterest, with products and categories they had viewed over a 90 day period. The campaign pushed a ‘up to 40% off’ sale message.
From a prospecting angle, we selected six of Prestige’s most popular products to showcase in the campaign creatives, we emphasised some of the big brand names customers could get their hands on for seriously reduced prices. Using specific interest targeting and custom lists, we ensured that we were maximising our reach across the desired audiences, leading to increased sales.
We also optimised Prestige’s Meta shop front, to create a seamless social commerce experience. We created desire and urgency by highlighting one-off products in-feed and across stories, over the 4 day period.
After seeing an incredible boost in website traffic, this campaign alone resulted in a 67% WOW increase in revenue across the 4-day period.
We also saw a 5.8% increase in the AOV, despite some of these products being discounted.
From an organic standpoint engagement was up 96.7% WOW, with website taps up 14%.
Looking for help with a website or brand? Our helpful team will give you a free consultation and provide the best way forward for your exciting new project. Just fill out the form or call us now.