Winning Customers Over on Black Friday

Challenger fitness brand sees a 19: 1 ROAS on its brand awareness campaign in a new market.

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    Challenge

    The fitness brand partnered with Goodway Group to help support its digital launch in a new market and build brand awareness during Black Friday and Cyber Monday by managing its paid media efforts. The brand’s goal was to expand advertising beyond its usual search and social placements to programmatic channels, including display, standard video display, CTV and OTT. With its first campaign launching around one of the largest retail holidays, the fitness brand tasked Goodway with reaching new audiences to grow awareness and ultimately increase sales.

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    Strategy

    Beginning in October a month prior to the Black Friday and Cyber Monday promotion, Goodway Group created a multi-channel brand awareness campaign, leveraging video (CTV, OLV), focusing 90% of effort on prospecting along with retargeting to drive new engagement. When the holiday promotional period began, 90% of effort switched over to retargeting and display in order to drive sales on key dates. Targeting throughout the campaign focused on CRM, CRM LAL, Competitive Conquesting, Geo-Fencing (i.e. gyms, fitness centers), Interest/Behavior/Demographic, and Behavioral Personas.

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    Results

    In the span of about two months, the campaign helped the fitness brand increase its awareness within the new market and drive sales. The ROAS far exceeded its 4:1 ROAS goal, reaching 29-46:1 ROAS between their first holiday promotion and Black Friday, and ending with a 19:1 ROAS. The campaign outperformed sales projections by 388% with average order value increasing by 35% during the active sale period.

  • Our experience working with brands that are reaching outside the traditional bounds of their industry gave our team unique insight into this company's marketing needs in order to create an effective and cost efficient paid media strategy that delivered real results.

    Adam HermanSVP of Business Development and Strategy

    Results

    Goodway’s approach to the campaign strategy prioritized driving conversions through retargeting to deliver meaningful results at minimal cost.

     

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    19:1

    ROAS

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    388%

    Above Sales Projections

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    35%

    Increase in Average Order Value

    Contact us to learn more about how we can help you boost brand awareness to exceed your conversion goals.

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