Background
Froth Media planned and executed a Black Friday campaign focused on sustainable performance rather than short-term volume.
The objective was to compete effectively during a highly saturated Black Friday period without relying on excessive discounting or inefficient increases in ad spend. Froth Media set out to design a structured, data-driven campaign that aligned paid media and email marketing, leveraged existing customer data, and delivered measurable commercial outcomes.
Rather than approaching Black Friday as a single sales push, the strategy focused on a phased approach that balanced acquisition and retention, allowing for real-time optimisation throughout the campaign.
Objectives
- Drive strong Black Friday revenue while maintaining efficient cost per purchase.
- Use data-driven audience segmentation to maximise return on ad spend.
The Strategy
Froth Media implemented a multi-channel Black Friday strategy built around clear structure, strong audience segmentation, and real-time optimisation.
Rather than treating Black Friday as a single push, the campaign was rolled out across defined phases, warm-up, launch, peak, and final push, ensuring messaging, spend, and creative aligned with customer intent at each stage.
Paid media and email were tightly integrated, allowing data from one channel to inform decisions in the other and ensuring consistent messaging across the funnel.
Campaigns were segmented across cold, warm, and returning audiences to prioritise high-intent traffic during peak trading periods and minimise wasted spend.
The Results
The implementation of this strategy yielded remarkable results:
536% increase in total sales vs. the previous period.
Email revenue, accounting for 63.6% of total sales.
Strong and consistent email open rates of approximately 30% across the campaign.
Paid media campaigns delivering purchases at a controlled and efficient cost per conversion throughout the campaign.
Conclusion
This Black Friday campaign highlighted the impact of structured strategy, strong data utilisation, and retention-focused thinking.
By combining precise audience targeting, controlled campaign structure, and email-led conversion strategy, Froth Media delivered significant revenue growth while maintaining performance efficiency.
The success of this campaign reinforces the importance of treating peak trading periods as strategic opportunities, not just promotional moments, and sets a scalable foundation for future seasonal campaigns.
