Socium Media Shortlisted for 3x US Search Awards
Socium Media & Eberjey: Strategic Success During Black Friday/Cyber Monday
For the 2023 Black Friday and Cyber Monday (BFCM) shopping season, Socium Media collaborated with Eberjey, a luxury pajama and lingerie brand, to achieve standout results. The focus was clear: strategically capture high-intent shoppers while introducing Eberjey to new audiences—all amidst intense competition. Our approach was rooted in strategic restructuring and thoughtful segmentation, helping us navigate the complex BFCM landscape and drive significant success.
How We Did It
- Campaign Restructure & Realignment: We initiated a comprehensive campaign restructure months ahead of BFCM. By switching from a Pmax-only strategy to a blended structure of Branded Standard Shopping and Non-Branded Pmax campaigns, we were able to regain control over branded queries and increase visibility. This dual setup ensured that every high-intent search for Eberjey resulted in our ads appearing, while our Pmax campaigns attracted new customers with relevant, non-branded terms.
- Precise Segmentation for Better Performance: We segmented Eberjey’s products into two categories: high-performing “hero” items and all other products. This segmentation allowed us to assign specific ROAS goals to each group, prioritizing the products that were most likely to convert at a profitable rate. As a result, we were able to reallocate budget dynamically throughout the sales period to maximize return.
- Audience Targeting with Detailed Signals: We didn’t just focus on broad demographics; instead, we drilled down into specific audience signals such as previous website visitors, interests, demographics, and even competitive positioning. By aligning our messaging and product promotions with these signals, our ads reached the people most likely to engage and purchase.
- Custom Promotions & Messaging: We leveraged Google Merchant Center to highlight custom promotions directly in the Shopping ads. Each Pmax asset group featured targeted language like “luxurious holiday gifts” and “eco-friendly sleepwear,” creating ads that stood out in a crowded marketplace and resonated with gift buyers.
- Real-Time Data & Rapid Adjustments: To stay agile during the fast-paced BFCM period, we built custom real-time reporting tools that utilized D-2 data (data from 48 hours prior). This allowed us to monitor performance trends and optimize ad spend on the fly, ensuring that every dollar was maximized for peak results.
Challenges & How We Overcame Them
- Increased Competition & Rising Costs: BFCM always sees a surge in ad costs due to higher competition. To combat this, we implemented a sophisticated bidding approach, using historical data to fine-tune our spending. This kept us competitive without sacrificing profitability.
- Creative Fatigue in a Saturated Market: With so many brands vying for attention, creative fatigue was a major concern. We solved this by frequently rotating ad creatives and testing different messaging angles to keep content fresh and engaging.
- GA4 Data Latency: GA4’s delayed data reporting could have hindered our real-time decision-making. To counter this, we relied on a combination of platform data and our own custom reporting, enabling us to act quickly during key decision windows.
Why It Worked
- Visibility & Efficiency: By combining Branded and Non-Branded campaigns, we captured the entire spectrum of high-intent and new customers, ensuring that Eberjey’s brand was ever-present across all relevant Shopping queries.
- Precision Targeting: Our focus on detailed audience signals and strategic segmentation meant we were not just getting clicks but attracting the right clicks, leading to higher conversion rates and stronger ROAS.
- Real-Time Agility: Custom-built reporting and quick decision-making gave us the edge in optimizing bids and budgets dynamically, even during the short BFCM window.
Why This Strategy Stands Out
What made our approach unique was our proactive restructuring and strategic segmentation well ahead of the holiday rush. We didn’t just optimize during the event—we laid the groundwork months before, ensuring our campaigns were data-informed and conversion-ready. Our ability to pivot and act in real-time, paired with precise audience targeting, allowed us to deliver exceptional results that far surpassed expectations. This blend of strategic foresight, adaptability, and targeted execution is what set this campaign apart from others in a fiercely competitive market.
Ultimately, our efforts drove Eberjey’s BFCM campaign to remarkable success, proving that a combination of meticulous planning, data-driven decision-making, and agile execution is the key to winning big during the most competitive time of the year.