Short Story smashed Black Friday with over $630k in total sales at a MER of 3.24x for our BEST month ever! We pushed the limits with a VIP early access sale, lead gen campaign and three tiered sales strategy.
📈 $635,575.88 best month ever
🌱 $348,347.70 revenue growth from Nov '21
🥳 101% new customer growth from Nov '21
Short Story being a boutique gift store relies heavily on sales performance in Q4. Maximising our marketing strategy during this period is quintessential.
November is the most competitive retail month of the year with holiday shopping and BFCM sales. Brands are evolving their marketing strategies and increasing their ad budgets escalating CPMs across all paid channels.
To remain competitive we developed a three-tiered sales strategy with each sale building onto the next.
- 25% off sitewide sale (with some exclusions)
- VIP Early Access to the sale incentivised sign ups for our email list
- The VIP Early Access Sale generated buzz and FOMO shopping behaviour
- Paid socials targeted cold audiences for lead gen and funnelling
- Capitalised on the hype of the Click Frenzy Sale™
- Up to 70% off sitewide sale builds on from Quick Frenzy with more inclusions from our best sellers
- Black Friday ads retargeted Quick Frenzy's email list and ad audiences
- Traffic and performance metrics across all platforms were at an all-time high catalysed by our back-to-back Quick Frenzy and Black Friday sales
- Ad creatives and copy were optimised for peak performance generating the highest CTRs and conversions across paid socials
- Up to 70% off sitewide sale was rebranded to Cyber Monday
- Visuals were overhauled to keep our ad creatives fresh reducing ad fatigue
- Cyber Monday leveraged all digital touchpoints from previous sales to maximise conversions
The six week campaign ran from the 31st of October to the 11th of December with each sale running for two weeks at a time, allowing paid ads to be tweaked for optimal performance. In November 2022, we converted $635,575.88 in total sales at a 3.24x MER, exceeding the monthly target by over 200k!
We exceeded our profitability target for the month, more than doubling it from the previous month despite crazy CPMs during this time. This three tiered sales strategy allowed Short Story to remain competitive while still respecting our products' profit margins and perceived brand value.
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