For over a decade, Nanga Shoes has been crafting indoor and outdoor footwear with a mission to make everyone, young and old, feel like they are walking on clouds.
The Tyrolean brand uses only 100% natural materials for its products, such as organic virgin wool, organic cotton, merino wool, and natural rubber.
Challenge:
• Above-average CPMs expected due to intense, widespread social media marketing activity
• Clear communication that no higher discount would follow during Black Week (Biggest deal of the year)
Cost-effective Black deals
Costs per thousand impressions (CPMs) are typically very high, especially on Black Friday. The goal was therefore to run efficient advertising campaigns and achieve profitable performance despite the high CPMs by driving targeted sales.
Saving costs with smart timing
Setup: Full-funnel approach
Broad audience targeting for creatives
Subsequent performance boost through best-performer adaptations
To achieve our goal, we launched an early Black Sale. Instead of focusing on Black Friday, November 24th, like our competitors, we concentrated on the weeks leading up to it and began our Black Friday communication at the start of November. The advantage: lower market saturation, significantly higher user attention, and lower advertising costs. From November 3rd to November 19th, we took advantage of the comparatively lower CPMs and ran targeted static ads and UGC featuring adapted best-performer creatives. Testing showed that children's shoes, in particular, delivered excellent results while also boosting sales of adult footwear.
To create a sense of urgency and FOMO (fear of missing out) and to motivate customers to purchase, we used the messaging "Best deal of the year." This approach led to successful product sales even before Black Friday.
Less competition, more attention
Statistics show that customers are looking for deals throughout the entire month of November. Economic uncertainty and a currently dampened shopping mood reinforce the desire to snag a real bargain. A Black Friday campaign that takes place before the big shopping event receives more attention at significantly lower costs. A win-win.
