Winning Customers Over on Black Friday

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.

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.

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.