How we turned every €1 of investment into €14 within 48 hours: The Cyber Madness Weekend Miracle

In the high-stakes world of e-commerce, Black Friday stands as the ultimate battleground—a day where fortunes can be made or lost in the blink of an eye. 

For years, Blackriver Ramps, a global player in the fingerboard market, watched from the sidelines as their Black Friday efforts fell short of expectations, yielding modest returns at best. The challenge wasn't just about standing out in a sea of discounts; it was about crafting a campaign that resonated deeply with their unique audience, turning passive interest into super-intensive sales.

Enter Polything, a consultancy with a knack for turning the conventional on its head. Tasked with reimagining Blackriver Ramps' Black Friday strategy, Polything embarked on a journey that would challenge the norms of digital marketing. 

The result? A campaign that didn't just meet targets—it shattered them, rewriting the rules of Black Friday success.

But how did a consultancy known for its out-of-the-box thinking transform Black Friday from a day of hope into a day of unprecedented triumph? 

The secret lies in a blend of innovative strategies, a deep understanding of the target audience, and a willingness to take calculated risks. This is not just a story of success; it's a blueprint for any e-commerce brand looking to leave a mark on the world's busiest shopping day.

The Challenge: Navigating the Black Friday Maze

For Blackriver Ramps, a beloved purveyor of fingerboards, Black Friday had always been a double-edged sword. On one hand, it presented a golden opportunity to boost sales and visibility in a thriving e-commerce landscape. On the other, it posed a daunting challenge - how to cut through the noise of countless deals and promotions, all vying for the attention of a similar audience.

Despite their best efforts, Blackriver Ramps' previous Black Friday campaigns had yielded less-than-stellar results. The return on ad spend (ROAS) was modest, failing to reflect the true potential of their unique products. 

The campaigns struggled to reach their target audience effectively, and when they did, converting interest into sales proved challenging. The strategies that had worked in the past were no longer delivering, signalling a need for a dramatic shift.

The core issues were multifaceted:

• Diminishing Returns -  Despite increasing efforts and investment, each year's campaign saw diminishing ROAS, indicating that traditional tactics were losing their effectiveness.
• Audience Engagement- The campaigns failed to engage the target demographic of 13-27-year-old skateboarding enthusiasts in a meaningful way, resulting in low conversion rates.
• Competitive Differentiation -  Black Friday's saturated market made it difficult for Blackriver Ramps to stand out, with their promotions often getting lost in a sea of similar offers.

Faced with these challenges, Blackriver Ramps turned to Polything, seeking a fresh perspective and innovative strategies to revitalise its Black Friday. The goal was clear: to not only improve ROAS but to do so in a way that resonated with their core audience and set Blackriver Ramps apart from the competition.

An Innovative Approach - A New Dawn for Black Friday

Recognising the complexities of Blackriver Ramps' predicament, Polything embarked on a mission to redefine the essence of a successful Black Friday campaign. The consultancy's approach was rooted in a deep understanding of the digital landscape, combined with a willingness to challenge conventional marketing wisdom. The strategy was multifaceted, designed not just to capture attention but to captivate and convert it into tangible results.

Segmented and Targeted Campaigns - At the heart of Polything's strategy was a departure from the one-size-fits-all approach. Instead, the campaign was meticulously segmented into four distinct phases: prospecting for new customers, re-engaging past visitors, retargeting those who showed interest, and retaining existing customers. This segmentation ensured that each audience received messages tailored to their relationship with Blackriver Ramps, significantly increasing the relevance and impact of the communication.

Leveraging Organic and Paid Synergies - Polything advised Blackriver Ramps to ramp up their organic social media activities weeks before Black Friday. This built a groundswell of anticipation and engagement, creating a fertile ground for the subsequent paid campaigns. By the time the paid ads were launched, there was already a buzz, making the ads more effective and increasing their overall ROI.

Innovative Use of Dynamic Ads - Recognising the power of personalisation, Polything implemented catalogue ads and dynamically generated ad formats. These ads automatically adjusted content based on the viewer's past interactions with Blackriver Ramps, presenting the most relevant products to each user. This level of personalisation was key in cutting through the Black Friday noise, directly contributing to higher engagement and conversion rates.

Strategic Content Creation - Polything guided Blackriver Ramps in creating a diverse array of creative assets, including videos, images, and time-specific messaging. This ensured that the campaign remained fresh and engaging throughout the promotional period, with content that resonated with the target audience's evolving interests and needs.

Real-Time Optimisation - Perhaps the most critical aspect of Polything's approach was the commitment to real-time campaign optimisation. Utilising the latest AI technology, the team continuously analysed campaign data, adjusting strategies on the fly to maximise performance. This agile approach allowed for unprecedented flexibility and responsiveness, ensuring that every euro spent was optimised for maximum impact.

Through this innovative approach, Polything didn't just aim to solve Blackriver Ramps' immediate Black Friday challenges; they sought to transform the company's entire approach to digital marketing. The strategy was a bold gamble, one that required trust, collaboration, and a shared vision for success.

From Dark to Light - A Success Story

The strategic overhaul orchestrated by Polything for Blackriver Ramps' Black Friday campaign yielded unprecedented results. The meticulously crafted, segmented approach led to a significant uptick in engagement, conversions, and, most importantly, return on ad spend (ROAS). With an investment of just €8.40 per sale, the campaign returned €14.55 for every Euro spent (a 14.55 ROAS), marking a substantial improvement over previous years.

Comparative year-on-year data painted a clear picture of success:

Reach saw a strategic reduction, focusing on quality over quantity, yet the frequency of engagement with the target audience increased, indicating more meaningful interactions.

• Costs were reduced by 23%, showcasing the efficiency of the campaign's execution.
• ROAS surged by 59%, a testament to the campaign's effectiveness and the precision of Polything's targeted approach.
• Revenue increased by 22%, demonstrating not just immediate gains but the potential for long-term growth.

This success story was not just about numbers; it was about setting a new benchmark for what's possible with a creative, data-driven approach to Black Friday sales.

The campaign's success story is best told through the voices of those it impacted the most—Blackriver Ramps and their satisfied customers.

"Partnering with Polything transformed our Black Friday campaign from just another sale to a major win. Their insight and innovation didn't just elevate our tactics; they revolutionised our results. The team is more than a consultancy, they're the strategic ally every ambitious brand needs."

Denise Herman - CEO, Blackriver Ramps

The Polything  Difference

What set this campaign apart was not just the innovative use of technology or the strategic segmentation of the audience; it was Polything's holistic approach to understanding and solving the unique challenges faced by Blackriver Ramps. Polything ’s role was pivotal in several ways:

• Strategic Insight -  From the outset, Polything provided invaluable insights into the digital marketing landscape, identifying opportunities for differentiation and engagement that had previously been overlooked.
• Creative Direction - Guiding the creation of diverse and dynamic content, Polything ensured that every piece of campaign material resonated with the target audience, maintaining their interest and encouraging action.
• Agile Management - Perhaps most crucially, Polything's real-time optimisation of the campaign, leveraging AI technology, allowed for unparalleled flexibility. This agility ensured that resources were permanently allocated to the most effective strategies, maximising ROI at every turn.

Polything's approach goes beyond mere consultancy; it's about partnership and shared success. By aligning closely with their clients' goals and challenges, Polything crafts bespoke strategies that not only meet but exceed expectations.

Strategic Mastery - The Foundation of Every Success Story

The remarkable turnaround of Blackriver Ramps' campaign underscores a fundamental truth: at the heart of every tactical win is a solid strategic foundation. 

Polything's success lies not just in the application of advanced marketing techniques but in the strategic foresight that guides every decision, from audience segmentation to real-time optimisation.

This strategic approach is what enables Polything to tailor its tactics so effectively across diverse industries. Whether it's navigating the competitive dynamics of holiday sales or crafting a year-round digital presence that stands out, the consultancy's strategic mastery ensures that tactics are not just actions but calculated steps towards a defined goal. 

It's this blend of strategy and tactics that transforms potential into performance, making Polything's methodology a scalable blueprint for businesses aiming not just to compete but to dominate in their respective markets.

Your Path to Success

Are you ready to transform your marketing strategy into a success story like Blackriver Ramps'?

Polything is your partner in navigating the complexities of the digital marketplace. With our proven track record of innovative solutions and strategic successes, we're poised to help your business achieve its full potential.

Don't let another sales season pass without seizing the opportunity to maximise your ROI. 

Book your FREE strategy call with Polything now and take the first step towards redefining your marketing success. 

Let's create your success story together.

The Strategic Edge in a Digital World

In the digital age, where trends shift and markets evolve at breakneck speed, having a strategic partner like Polything can be the difference between reacting to changes and anticipating them. The success stories we've authored from Blackriver Ramps and beyond are a testament to the power of strategic thinking in amplifying tactical execution and results.

With Polything, your business gains more than just a consultancy; you gain a strategic ally dedicated to understanding the core of your challenges and leveraging this insight to drive tactical innovations that deliver measurable success. 

Our approach is not about applying one-size-fits-all solutions but about crafting bespoke strategies that empower your tactics to yield unprecedented results.

As we look to the future, the invitation stands - join us at Polything, where strategy leads and success follows. Together, we'll not only navigate the complexities of the digital marketplace but redefine them, ensuring your brand's story is not just told but remembered and revered.

Published with thanks to Denise Hermann , Martin Hermann, Oliver Blankenburg and Tobias Phieler

Is your brand truly distinctive? Or just another face in the crowd?

Many brands need help to carve out a unique space in their market. Your brand’s unique value proposition should be a shining beacon, not a distant glimmer.

Our diagnostic tool measures how well your brand establishes a unique emotional connection maintains consistency across all touchpoints, and adapts to market changes—all the while staying true to its core identity.

Dare to find out the truth with our Distinctive Brand Index assessment. The results might surprise you!

Take the Assessment