Case Study
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 begin weeks or months in advance. This case study outlines the strategic steps that Blue Wheel implemented before and during Cyber Week to achieve successful outcomes for clients and increase their sales.
Case Study
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 begin weeks or months in advance. This case study outlines the strategic steps that Blue Wheel implemented before and during Cyber Week to achieve successful outcomes for clients and increase their sales.
YoY Increase during Cyber Week for Sol de Janeiro
YoY increase on Cyber Monday for Sol de Janeiro
YoY DTC growth during Cyber Week for NuFACE
YoY Increase during Cyber Week for Sol de Janeiro
YoY increase on Cyber Monday for Sol de Janeiro
YoY DTC growth during Cyber Week for NuFACE
Amazon Ads
Amazon DSP
DTC
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 as well as the 5-day event.
As Cyber Week approaches, our team follows a detailed and strategic process designed to maximize performance and impact. We take proactive action steps across every stage, from thorough preparation and data-driven planning to precise implementation and ongoing optimization. This structured approach ensures that every campaign is aligned, agile, and ready to capture peak consumer demand during one of the most competitive shopping periods of the year.
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 as well as the 5-day event.
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As Cyber Week approaches, our team follows a detailed and strategic process designed to maximize performance and impact. We take proactive action steps across every stage, from thorough preparation and data-driven planning to precise implementation and ongoing optimization. This structured approach ensures that every campaign is aligned, agile, and ready to capture peak consumer demand during one of the most competitive shopping periods of the year.
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 during Q3 (August/September). We began by getting it on our radar and making plans and updates about upcoming photo/video shoots. By late September, early October, the majority of the details were finalized, and we were ready for the Preparation phase. The Prime Big Deal Days event is here to stay, so you must consider how it can affect your Cyber Week sales.
Preparation is crucial for success during Cyber Week, a prime time for eCommerce. If you begin your search for new customers only during Cyber Week, you will miss the boat. Keep in mind that the customer journey is not linear, and there are numerous touchpoints leading up to conversion. All channels must collaborate effectively, particularly in Q3 and Q4. For instance, ramping up your non-brand and prospecting outreach in September will attract potential customers, pique their interest in your products, and prepare them to make purchases during the Cyber Week event. Be aware that platforms tend to experience heightened activity during these days, which can lead to longer review times for campaigns or ads. Avoid getting trapped in the review stage during the year's busiest shopping days.
The Implementation and Optimization phase takes place 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. In this final phase, use a checklist of key questions to stay organized and ensure nothing is overlooked.
Having the most wished-for beauty product, Sol de Janeiro was the clear winner in the beauty category throughout Cyber Week and saw incredible growth. Our client has put a lot of work into increasing its brand awareness through press and brand ambassadors. They've also invested in their budget significantly, which has helped lead to their success.
We carefully planned, prepped, implemented, and optimized. During the process, we checked if we had coverage on our ASINs and if we were showing up in the top spots for the brand. One thing to note is that we also ran Amazon DSP consistently throughout the year and during Cyber Week, which helped our client stay top of mind.
Sol de Janeiro was able to take advantage of the flywheel halo effect of increased traffic and conversions during Cyber Week 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 all year round. 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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