The challenge01
Black Friday is when everyone spends, and most brands retreat to retargeting to protect returns. Black Craft Cult wanted to keep growing its customer base through the busiest week of the year without giving up efficiency.
Prospecting-first, and still efficient.
How ATTN kept nearly all of Black Craft Cult's Black Friday budget on new buyers, and held a 3.6x return before the big day.
Overall return
3.6x
Pre-Black Friday read, with every funnel segment efficient.
Spend on new buyers
94%
Reaching people who had never bought.
Cold prospecting
76%
Of spend, with no drop-off on day two.
The approach02
- New buyers first. ATTN kept 94% of spend on reaching new buyers, with about 76% on cold prospecting.
- Front-loaded, then saved. Spend scaled heavily for the first 48 hours, then pulled back to keep budget in reserve for Black Friday itself.
- Creative that learned. New creative rotated in based on what the early days showed.
The results03
Before Black Friday arrived, the program was already returning 3.6x overall, with every funnel segment efficient and no drop-off on day two. One clear lesson: text-heavy creative outperformed product creative, which shaped the rest of the push.
Your turn
What would this look like for your brand?
Tell us where you are and what you are trying to hit. We will tell you honestly whether we can get you there.
✓
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