Black Friday and Winter Holiday Ad Campaigns
For the 2023 Black Friday holiday season, I spearheaded a successful direct-to-consumer (DTC) multi-channel paid media campaign for Cue Health’s COVID-19 testing products. The campaign delivered outstanding results, including a 177% increase in DTC sales versus the prior week and a remarkable ROAS of 14.31 (return on ad spend). Daily average sales were up 34% year-over-year.
Immediately after the Black Friday campaign we launched a campaign for the winter holidays. I focused the design on simple, trend-focused creative with imagery that avoided use of stereotypical Christmas iconography and colors while still retaining a ‘holiday’ feeling. Both campaigns used strong color palettes and stripped-back imagery to create a unified aesthetic.
The key elements of the campaign included:
A 6-day promotion from 11/22 - 11/27 offering 30% off any COVID product
Paid marketing across Facebook, Instagram, Google Search, and Google Shopping ads
Two email/push notification blasts to existing customers promoting the sale
Website enhancements like adding sale tags and a dedicated “Sale” collection page
