Objectives
The primary objective of the Cyber Monday 2024 campaign was to maximize online sales during the holiday shopping period, drive high-value purchases of 7E Wellness microcurrent devices, and strengthen the brand’s presence in the competitive beauty and skincare market. The campaign aimed to scale across multiple advertising platforms while maintaining a positive return on ad spend (ROAS).
Company Overview
7E Wellness is a leading U.S.-based beauty and wellness brand specializing in microcurrent skincare devices and solutions. With a mission to empower both professionals and individuals to achieve non-invasive skin rejuvenation, the brand blends advanced technology with beauty science. Its product range includes FDA-cleared microcurrent devices and conductive skincare formulations that cater to spas, estheticians, and at-home users. 7E Wellness has built a reputation for delivering safe, effective, and technology-driven skincare tools that help lift, tone, and rejuvenate skin naturally.
Client Brief
- 7E Wellness, a U.S.-based beauty and skincare brand specializing in microcurrent therapy devices, approached us to run a high-performance Cyber Monday campaign. The client’s brief focused on:
- Showcasing hero devices (Myolift GMD Plus, Mini Bundle of Joy, QT Plus).
- Driving direct-to-consumer sales via their e-commerce store.
- Allocating spend strategically across Google, Meta, and Pinterest.
- Highlighting Cyber Monday discounts to create urgency and increase AOV.
- Building brand visibility and customer trust in a competitive shopping season.
Initial Challenges
- High competition during Cyber Monday with increased CPCs and CPMs across all platforms.
- Difficulty in addressing both B2B professionals and B2C consumers with equally strong messaging.
- Pressure to deliver quick campaign setup and execution in a short holiday window.
- Balancing discounted offers without eroding brand equity.
- Identifying which products and bundles would maximize ROI under a limited-time campaign.
- Managing inventory forecasting to prevent stock-outs on hero products.
- Ensuring real-time performance tracking for budget reallocations.
- Limited creative testing time compared to evergreen campaigns.
Strategy
- Paused evergreen campaigns and activated Cyber Monday promo creatives across Meta, Google, and Pinterest.
- Designed creatives in three formats: Static, Carousel, and Video Ads to appeal to different user behaviors.
- Segmented campaigns into two categories: Consumer & Professional, ensuring precise targeting and personalized messaging.
- Meta Ads were used for awareness + retargeting, highlighting urgency with countdown creatives.
- Google Ads captured high-intent buyers through Search & Shopping campaigns.
- Pinterest Ads tested for top-of-funnel discovery at a lower cost per conversion.
- Offered time-limited discounts and bundles to increase urgency and AOV.
- Shopify backend was optimized for speed, checkout, and product bundling.
- Real-time budget reallocations: moved spend toward Meta when it showed 5.7x ROAS and scaled down underperforming Google campaigns.
- Top-performing hero products were boosted mid-campaign to maximize conversions.
Results
Meta Ads Performance
- Total Spend: $7,281.01
- Purchases: 157
- Revenue: $41,473.52
- ROAS: 5.70
- Best Ad: Delivered $10.42 ROAS on “Professional Cyber Monday Static” creative.
Top Performed Google Campaign
- Total ad spend: $6.86K during the Cyber Monday promo.
- Generated 73.68 conversions → shows strong return from investment.
- Conversion value: $18.4K → indicates over 2.6X ROAS (Return on Ad Spend).
- Graph shows spikes in conversions and conversion value around the Cyber Monday period (early December).
- Cyber Monday shoppers responded strongly to discount messaging and urgency-driven offers.
- Positive ROAS suggests scope to increase future Cyber Monday budgets for even higher overall returns.
- The Cyber Monday promo successfully drove short-term revenue spikes and proved high ROAS potential.
Shopify Sales
- Gross Sales: $159,078.59
- Orders: 1,113
- Average Order Value: $208.35
- Returning Customer Rate: 40.87%
- Insight: Shopify data confirmed high AOV and strong repeat purchase behavior during Cyber Monday.
Overall, the campaign achieved
- Total Spend: $34,465
- Total Revenue: $92,790
- Overall ROAS: 2.7
- Insight: When combined, all platforms delivered balanced performance, with Meta providing efficiency and Google scaling reach.
Learnings
- Meta Ads are highly effective for scaling beauty & skincare sales.
- Pinterest, while smaller in scale, can deliver outstanding ROAS for niche audiences.
- Google Ads work best for capturing intent but require tight bid controls in Q4.
- Static creatives with clear offers performed better than lifestyle-heavy visuals.
- CTR and CPC varied widely by platform, underscoring the need for channel-specific strategies.
- Budget allocation flexibility is critical during competitive periods.
- Multi-channel diversification reduces reliance on any single platform.
- Remarketing on Meta contributed significantly to purchase volume.
- High CPMs didn’t always equal poor ROAS—creative relevance mattered more.
- Cyber Monday urgency boosted conversion rates across all platforms.
