Case Study

Cyber Week 2023

Cyber Week 2023 will go down in the books. According to Adobe Analytics data, 2023 holiday spending hit a record high, reporting $38 billion across Cyber Week 2023, the five days from Thanksgiving to Cyber Monday, with $12.4 billion spent on Cyber Monday alone. If those numbers weren’t impressive enough, Blue Wheel clients saw, on average, 16% growth year-over-year during Cyber Week 2023, performing 100% better than industry reports during this period comparatively.

Cyber Week
Amazon Advertising

Case Study

Cyber Week 2023

Cyber Week
Amazon Advertising

Cyber Week 2023 will go down in the books. According to Adobe Analytics data, 2023 holiday spending hit a record high, reporting $38 billion across Cyber Week 2023, the five days from Thanksgiving to Cyber Monday, with $12.4 billion spent on Cyber Monday alone. If those numbers weren’t impressive enough, Blue Wheel clients saw, on average, 16% growth year-over-year during Cyber Week 2023, performing 100% better than industry reports during this period comparatively.

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Results

+228%

YoY Increase during Cyber Week for Sol de Janeiro

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+487%

YoY increase on Cyber Monday for Sol de Janeiro

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+50%

YoY DTC growth during Cyber Week for NuFACE

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Results

+228%

YoY Increase during Cyber Week for Sol de Janeiro

‍

+487%

YoY increase on Cyber Monday for Sol de Janeiro

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‍

+50%

YoY DTC growth during Cyber Week for NuFACE

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Services

Amazon Ads

Amazon DSP

DTC

The Problem

Our clients wanted tailor-made Cyber Week strategies to increase their brand awareness, new-to-brand sales, conversions, and DTC sales. To address each challenge, we needed to create and execute carefully planned, client-specific strategies that covered several months before Cyber Week 2023 as well as the 5-day event.

The Solution

Action Items

Cyber Week has evolved into a 5-day eCommerce event covering Thanksgiving to Cyber Monday. It marks the start of the holiday shopping season but planning and preparations for this event begin weeks or months in advance. The case study covers the strategic steps Blue Wheel took before and during Cyber Week 2023 to achieve successful results for the clients and grow their sales.

The Challenge

Our clients wanted tailor-made Cyber Week strategies to increase their brand awareness, new-to-brand sales, conversions, and DTC sales. To address each challenge, we needed to create and execute carefully planned, client-specific strategies that covered several months before Cyber Week 2023 as well as the 5-day event.

The Process

Cyber Week has evolved into a 5-day eCommerce event covering Thanksgiving to Cyber Monday. It marks the start of the holiday shopping season but planning and preparations for this event begin weeks or months in advance. The case study covers the strategic steps Blue Wheel took before and during Cyber Week 2023 to achieve successful results for the clients and grow their sales.

01

Planning Phase

Planning is the most important phase, as it lays the foundation for the Q4 holiday season. From photoshoots, creatives, campaigns, promotions, and GWPs (gift-with-purchase), to audiences, keywords, bidding strategies, emails, and SMS flows — this is where the magic happens. Our team started planning for Cyber Week 2023 during Q3 (August/September). We began by getting it on our radar and making plans and updates about upcoming photo/video shoots. The end of September and the beginning of October is when the majority of the details were finalized, and we were ready for the Preparation phase.

02

Preparation Phase

Preparation is the key to success during Cyber Week, a golden period for eCommerce. If you wait until Cyber Week to start finding new customers, you're too late. Remember the customer buying journey isn't linear and there are many touchpoints before they convert. Each of the channels needs to work in tandem, especially during Q3 and Q4. For example, starting to increase your non-brand/prospecting coverage in September will attract customers, get them interested in your products, and make them ready to purchase during the Cyber Week event.

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03

Implementation & Optimization Phase

The last phase is implementation and optimization, and it happens during the Cyber Week event. But hitting "start," "activate," or "enable" is only the beginning of it.There needs to be a balance between making too many and not enough changes. You don't want to put your campaigns into the learning phase over and over. During this stage, we made optimizations to ensure our clients’ success during the 5-day online shopping event.

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04

The Solutions

Having the most wished-for beauty product, Sol de Janeiro was a major winner in the beauty category throughout Cyber Week 2023 and saw incredible growth.putting a significant emphasis on increasing its brand awareness through press and brand ambassadors.

Our team carefully planned, prepped, implemented, and optimized Sol de Janeiro's Cyber strategy. During the process, we focused on top of search placements and ran Amazon DSP consistently throughout the year and during Cyber Week, which helped our client stay top of mind while also appearing to new-to-brand customers. Sol de Janeiro was able to take advantage of the flywheel halo effect of increased traffic and conversions during Cyber Week 2023 and turn that into organic growth following the tentpole event, seeing their daily run rate of revenue increase 126% post-Cyber.

NuFACE prioritized acquiring new customers not just during Cyber, but throughout the year. Approximately 70% of the budget was allocated to prospecting, with the remaining 30% dedicated to retargeting. From early October onward, our focus was on prospecting to introduce the brand to potential customers. This strategy extended through Cyber Week, with the brand’s ongoing presence on Google.

Our investments were directed towards performance max and non-brand campaigns to target individuals actively seeking facial toning tools or sharing characteristics with NuFace's previous buyers.

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Testimonials

When we look at total eCommerce sales for the past few years, the industry has certainly experienced a slow-down in 2023; with growth settling in at about 7-8% over 2022. So, looking at 2023 and considering inflation, the industry growth rate doesn’t necessarily mean brands feel the impact of the growth on their bottom line. That said, we’re proud of the fact that we doubled the industry growth rate for our clients at Blue Wheel, which to us, validates the work we do in real dollars and cents terms.

Eitan Reshef

,

CEO

Blue Wheel

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The Creative

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