Overview:
This Black Friday media strategy for appliance retailers highlights the transformative potential of well-executed pay-per-click (PPC) campaigns during high-traffic holiday seasons. This plan can also be replicated for other heavy appliance sales holidays like Memorial Day, 4th of July, and Labor Day.
By leveraging retargeting, platform optimization, and advanced analytics, this campaign turned elevated holiday activity into tangible sales results, showcasing the immense potential for local appliance stores to compete against major retailers like Home Depot and Lowe’s.
Client: Confidential
Industry: Events & Entertainment
Product: Spring Faire Bonfire Festival
Ticket Price Range: $65 – $2,000
Primary KPIs: Sales Revenue & Return on Ad Spend (ROAS)
Platform: Meta (Facebook/Instagram)
Timeframe: May 2022 – June 2025
The Challenge
This immersive spring festival offers an eclectic mix of performance, fire arts, and community engagement. With ticket prices ranging from $65 to $2,000, the event needed a digital strategy that could speak to both casual attendees and premium buyers. The goal was clear: drive profitable ticket sales and maximize return on ad spend in a limited promotional window.
The Strategy
We designed and deployed a full-funnel Meta campaign framework with one goal—revenue. Every phase of the campaign was optimized for efficiency and conversion:
1. Top-of-Funnel: Audience Building at Scale
To generate awareness and prime Meta’s algorithm, we ran video view and engagement campaigns that showcased the unique aesthetic and energy of the festival. These campaigns efficiently built a retargeting audience while keeping CPMs and CPCs extremely low.
2. Mid-Funnel: Nurture and Educate
With our warm audiences growing, we introduced value-based creative: artist spotlights, behind-the-scenes footage, and early-bird ticket messages. These kept the audience engaged while reinforcing trust and urgency.
3. Bottom-of-Funnel: Retarget and Convert
This is where the bulk of sales happened. Using Meta’s custom audiences, we zeroed in on high-intent users—site visitors, content viewers, and cart abandoners. We deployed urgency-driven creative (e.g. “tickets running low,” “VIP almost gone”) and paired it with time-sensitive discounts and strong CTAs.
The Results
The results exceeded client expectations across every KPI:
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Total Revenue Generated: $44,576.80
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Total Ad Spend: $4,190.00
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Overall ROAS: 10.72x
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Total Purchases: 190
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Cost Per Purchase: $18.01
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Click-Through Rate (All): 4.87%
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Average CPM: $2.34
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Cost Per Click: $0.10
Retargeting campaigns in particular drove exceptional results—responsible for the majority of purchases and some individual ad sets reaching double-digit ROAS on their own.
The Outcome
By leveraging a full-funnel approach and optimizing every phase of the buyer journey, we transformed Meta from a passive awareness tool into a high-performing sales engine. The strategy delivered consistent ticket sales, maintained profitability at scale, and built a high-value audience that will be leveraged in future years.