Objectives
The goal of the Black Friday 2024 campaign was to maximize revenue and customer acquisition during the holiday shopping peak. Specifically, we aimed to:
- Strengthen brand visibility across Meta, Google, Bing, and Pinterest.
- Capture high-intent shoppers with urgency-led creatives.
- Drive both new and repeat purchases.
- Optimize ad spend efficiency and maximize return on ad spend (ROAS).
- Balance campaigns for both top-of-funnel awareness and bottom-of-funnel conversions.
Company Overview
7e Wellness is a U.S.-based beauty and skincare brand that has emerged as a leader in at-home and professional microcurrent technology. Its award-winning MyoLift™ devices are clinically proven to tone, firm, and reduce wrinkles — delivering both instant visible results and long-term cumulative benefits.
The company caters to two distinct customer groups:
- Consumers, who want safe and effective at-home devices for anti-aging and daily skincare.
- Professionals, including estheticians and spa owners, who use advanced MyoLift™ systems to deliver premium facial treatments.
Client Brief
7e Wellness is a U.S.-based beauty and skincare brand recognized for its award-winning MyoLift™ microcurrent devices. The company serves two key segments:
- Consumers, who use at-home devices for anti-aging and daily skincare.
- Professionals, such as estheticians and spa owners, who rely on advanced MyoLift™ systems for premium treatments.
With Black Friday being one of the biggest shopping events of the year, 7e Wellness saw an opportunity to:
- Compete with larger beauty brands and capture high-intent shoppers.
- Boost awareness of microcurrent technology among first-time buyers.
- Drive both new and repeat purchases during the holiday rush.
The campaign was designed not only to generate record sales during Black Friday but also to strengthen brand visibility and long-term customer acquisition in the competitive beauty-tech market.
Initial Challenges
- Black Friday is the most competitive advertising period, with inflated CPCs and CPMs.
- Competing against global beauty brands with far larger budgets.
- Limited awareness of microcurrent technology among first-time buyers.
- High purchase consideration cycle for premium-priced products.
- Need to split budget across multiple ad platforms while ensuring ROI.
- Mixed CTRs in previous campaigns, requiring urgent and benefit-driven messaging.
- Risk of ad fatigue with multiple promotions running simultaneously.
Strategy
- Paused evergreen ads and launched Black Friday promo creatives (static, carousel, video).
- Segmented creatives into Consumer-focused and Professional-focused campaigns.
- Tailored messaging for audience type (B2C vs. B2B) to maximize relevance.
- Real-time budget reallocation from underperforming to top-performing ad sets.
- Retargeting campaigns for engaged but non-converting audiences, improving lead quality.
- Used emotionally charged ads with urgency-driven CTAs instead of generic messaging.
- Creative rotation to prevent fatigue while ensuring consistent brand voice.
- Balanced campaigns for awareness (TOF) and conversion (BOF) to cover the full funnel.
Results
Meta Ads
- Spend: $11,417
- Purchases: 274
- Revenue: $91,592
- ROAS: 8.02
- Best Performing Creative: “Static Lift & Sculpt Your Skin” – ROAS 13.85 with 40 purchases.
Google Ads
- Spend: $34,160
- Conversions: 408
- Sales/Purchases: $121,703
- ROAS: 3.6
- Conversion Value/Cost: 3.56
Revenue & Sales
- Gross Sales: $359,051.82
- Net Sales: $341,889.81
- Orders Fulfilled: 1,131
- Average Order Value (AOV): $273.05
- Returning Customer Rate: 36.61%
Learnings
- Emotion-led ads outperformed product-focused creatives by 25%.
- Benefit-driven headlines + strong CTAs delivered higher CTRs and conversions.
- Retargeting lowered acquisition costs by 18%.
- Real-time budget optimization was key to maximizing ROI.
- Pinterest delivered the highest ROAS (16x) despite smaller scale.
- Meta drove the highest overall conversions with balanced efficiency.
- Google captured high-intent searches, critical for scale.
- Creative segmentation (consumer vs. professional) improved relevance and conversions.
- Video ads drove awareness, while static ads converted at BOF.
- Cross-sell & bundled offers boosted AOV significantly.
