— CASE STUDY -->
RECORD-SETTING WEEKEND 🤩 🤑
Black Friday weekend is the largest shopping weekend in the calendar year, but unfortunately that's not always the case with small to medium-sized businesses. Larger companies with larger budgets tend to out-position their smaller competitors.
This is why it's crucially important to work with an agency that has a track record. We only had 1 week to prepare them for BFCM weekend and we believe the results speak for themselves.
THE CHALLENGE.
Awake Chocolate produces and sells chocolate that packs a caffeinated punch. Many of their products have the equivalent of ½ cup of coffee in a small, delicious bite. They carry multiple different varieties of chocolate. From different flavors to different types of product.
They decided to partner with Handshake Digital when they were ready to get serious about scaling their direct-to-consumer portion of their business. They have built their business primarily via the wholesale market. The COVID-19 pandemic has dramatically shifted this business approach. They could no longer rely on corporate offices and universities to order large quantities of their products since everything moved remote.
Digital ads have never really netted them much of a return on their investment but they knew they needed to try it again with a budget that can help them scale and a team that can help them get there.
Another challenge they have – getting new customers to commit to purchasing a large quantity of their product without ever trying it. Their most popular products come in a 50 count pack.
Their Black Friday / Cyber Monday 2021 goals were big and they weren’t sure if there was any way they could hit them.
The goal? A $10,000 weekend. Keep on reading to see whether or not we hit that.
OUR ApPROA
Awake Chocolate has had some decent results in the past, but unfortunately some bad timing, not-so-helpful advice from their previous agency partner and a lack of resources internally didn’t allow them to leverage those results.
Our team got set to work right away. We only had 8 business days to turn around a full-team effort. We knew right away there were a few primary channels we had to push this campaign out to:
SMS
Facebook / Instagram Ads
Google Shopping
Amazon Ads
We worked with the Awake team to come up with a great offer for their customers. Something that would really entice them to order this weekend. We settled on a flat 30% off the entire online store. They also have free shipping on orders over $50. This was an offer that should drive interest from both new and existing customers.
WHAT WE ACHIEVED
RESULTS
A “normal” weekend for Awake Chocolate has averaged between $2,000-$3,000 for the life of their d2c online store.
They had reached out to us and set a $10,000 weekend target. 5X their normal average. We love being aggressive, so with just days to spare ahead of the popular shopping weekend, our team got busy.
According to their Shopify data, BFCM weekend netted them $25K in total sales. So more than 10X their average weekend!
The revenue that came in was well-balanced too, which is the key to success. $9,700 of the revenue came from email and SMS efforts. $5,500 from Google efforts, which had a 10.91% conversion rate for the weekend (up 118% vs the week prior). The remaining $9,800 converted from Facebook, Instagram and “organic” traffic. Organic traffic here is tough to measure because of attribution changes from iOS15.
