Thursday 17th October

Welcome back to another edition of the 360° Growth Newsletter!

BFCM is almost here, so we thought this week, we’d get into the best practices we’ve seen work time and time again—including some of our favourite client wins from last year.

These insights will help you fine-tune your approach and make sure your campaigns stand out in the busiest shopping season of the year.

What you can expect to see in this week's 360° Growth Newsletter:

The News 🗞️
Lessons from Our Clients: BFCM Wins & Insights 🚀
How to Apply These Strategies for 2024 🔑
Marketing Tweets of the Week 🐦

The News 🗞️

TikTok Introduces Search Ads for Enhanced Targeting

TikTok has launched a new campaign type that allows advertisers to place ads directly on the platform's search results page. These keyword-targeted search ads aim to capture high-intent users who are exploring content related to their interests, giving brands an opportunity to connect with potential customers at key decision-making moments. This update enables businesses to leverage TikTok's highly engaged audience more effectively during the BFCM period and beyond.

Google's Enhanced Video Feature for Performance Max Campaigns

Google has launched an enhancement for Performance Max campaigns, allowing video ads to be automatically resize to fit user screens. While designed to improve ad performance by optimising ad placement, advertisers are advised to monitor the changes closely to maintain control over the brand's presentation.

Social Media Remains the Top ROI Marketing Channel

Social media continues to deliver the highest return on investment among marketing channels. Platforms like Instagram, TikTok, and Facebook remain popular for driving sales, with short-form video formats showing the best results. Marketers are increasingly focusing on these channels and formats for BFCM, using engaging content to maximise conversions.

Our BFCM Wins & Insights 🚀

Last year, our clients experienced amazing success during BFCM—and we want to share some of the highlights with you to help inspire your own campaigns.

Mira Herbals

Leveraging Multi-Channel Strategies Our work with Mira Herbals, a leader in herbal health supplements, showed the power of a well-executed, multi-channel strategy.

During BFCM 2023, we achieved a 268% YoY revenue increase and boosted the Returning Customer Rate by 29%. By testing over 90 ad creatives and implementing segmented email and SMS campaigns, we saw a 152.69% increase in email revenue and a 73% increase in SMS revenue.

Key Takeaway: Don’t be afraid to test new creative and adapt throughout BFCM to keep your audience engaged. Leveraging multiple channels ensures no opportunity is missed.

Tones By Cocoa

Preparing Early for Core Dates Our partnership with Tones By Cocoa, a prominent skincare brand, began months before BFCM.

By warming up their email and SMS accounts and optimising ad accounts early, we laid the groundwork for an exceptional BFCM performance: a 244% YoY revenue increase and a 6.3% conversion rate. We achieved 8.2x ROAS on Meta and an impressive 11.6x ROAS on Google.

Key Takeaway: Start preparing early. Optimising accounts and warming up your audience before the season begins can make all the difference.

Clair De Lune

Ads-Only Approach for Maximum Impact For Clair De Lune, a baby furniture brand, we focused exclusively on paid ads during BFCM. With over 45 ad creatives and responsive management, we achieved an 11.5x ROAS on Meta and a 12.8x ROAS on Google, leading to a 56% YoY revenue increase.

Key Takeaway: A focused, creative-heavy ad strategy, combined with agile management, can deliver remarkable returns, especially in competitive markets.

Don't forget, we're still offering a Free BFCM Audit (Worth £2500)!

Applications close on 31st October.

YOUR FREE AUDIT

How to Apply These Strategies for 2024 🔑

BFCM success isn’t just about having a great offer—it’s about executing the right strategy across the right channels.

Here’s how to apply some of these winning tactics to your own campaigns:

Multi-Channel is a Must: Like we did with Mira Herbals, combining paid ads, email, and SMS ensures you’re engaging with customers at every possible touchpoint. Use different channels to amplify your message and retarget customers for better conversions.

Prepare and Optimise Early: Start optimising your ad and email accounts now, just as we did for Tones By Cocoa. Early groundwork will set you up for smoother execution when BFCM kicks off.

Keep Creative Fresh: Whether you’re running ads-only like Clair De Lune or a multi-channel strategy, test multiple creatives to identify what resonates best. Switching up creative keeps your campaigns fresh and engaging for your audience.

Autumnal Tweets of the Week 🐦

@AdsMastermind "Want to win this BFCM? Multi-channel is key—customers need to see you everywhere, and with consistent messaging. Ads, email, SMS: go all in."

@EcomInsider "Start warming your email audience now—tease BFCM offers, build excitement, and segment your lists. Prepped audiences convert better."

@DTCPlaybook "Agile creative testing made our BFCM campaigns soar. Launch, analyse, tweak, and repeat. The brands that adapt fastest, win."

If you’re ready to apply these proven strategies to your brand, we’re here to help.

👉 Book a free discovery call with me

Catch you next time, and happy scaling!