Calibre

How Calibre achieved a record breaking Black Friday 2023
Website
www.calibre.com.au

RECORD Black Friday

6x META ROAS

‍

11x GOOGLE ROAS

12x MER

Introduction

As a pioneer in the Australian fashion landscape, CALIBRE prides itself as Australia’s leading menswear brand. This expectation of an industry leader was carried on through the partnership with Scale Digital as they looked to optimise and expand their D2C offering. 

Introduction
Challenges & Key Outcomes

Challenges & Key Outcomes

Challenges

  1. Pushing for record sales in an uncertain economic time
  2. Balancing brand and performance in placements & ad creative
  3. Onboarding & formulating winning BFCM strategy in under a month before heading into Black Friday
  4. Aligning new media buying strategy with existing strategies, to not disturb older learnings/funnel and ensure Black Friday is successful

Key Outcomes

  1. Record breaking month
  2. Record breaking Black Friday
  3. 6x ROAS on Meta & 11x ROAS on Google for the month
  4. 12x MER over BFCM

Our Process (Highlights)

Leveraging new facebook placements which adds the catalogue feed products to reel placements, alongside all existing placements

Retargeting & Interest Group Targeting Matrix to ensure all audiences are served with BFCM messaging

Custom, Tailored Asset groups in PMAX campaigns on Google

Our Process (Highlights)

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16 times average return on investment