A BOGO season built on creative that had already proven itself.

Solawave ran its Black Friday sale through all of November and into December as a buy one, get one offer, built on ad creative that already had learnings behind it from a previous BFCM. A percent-off test ran briefly in December before the sale moved back to BOGO, then into a tiered discount through the holidays.

• Early Access, Oct 27 to 31. Against Oct 22 to 26 on ATTN channels: spend up 76%, net revenue up 243%, and net MER up 96% to 2.92x.
• BFCM week one, Nov 1 to 7. Against the week before: net revenue up 2,465% and net MER up 38% to 2.06x.
• All of November. Net revenue up 3,116% year over year, at a 2.75x net MER on ATTN channels, up 10% year over year.
• December. An extended sale Dec 1 to 3, a Stress-Free Skin sale Dec 4 to 13 (20% to 50% off plus a gift with purchase), and BOGO again Dec 14 to 27.

• Assets with learnings already behind them made it possible to scale quickly during BOGO.
• The winning ads from Early Access stayed the winners all season. Start testing before BFCM, then scale into the early winners.
• A percent-off offer might have worked, but BOGO already had the data behind it, so the mid-season switch didn't pay off.