+118% Meta Revenue in 4 Days
THE CHALLENGE.
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.
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.
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