Elvie
Learn how we increased Elvie’s Black Friday ROAS
15% YoY through Performance Max using
advanced audience insights to outsmart the competition.
Challenge
Black Friday and Cyber Monday (BFCM) are among the most competitive days in the e-commerce calendar. As brands ramp up their spend, impressions & clicks become more expensive. With a smart, tactical approach, we focused on maximising efficiency, because winning meant outsmarting, not outspending.
Why It Mattered
Elvie’s ambitious Q4 targets demanded a strategic approach to budget allocation to drive maximum ROAS. On top of that, stock management challenges leading up to Christmas required precise timing and audience targeting. To maintain steady sales without overspending, we had to be both agile and efficient in our approach.
Our Approach
Deeper Audience Analysis
We built awareness and first-party audience lists months in advance, targeting niche segments at lower costs. Leveraging this data, we drove early sales and captured demand ahead of the peak.
More efficient geographic targeting
We shifted away from high-competition cities, focusing on lower-density regions. This reduced competition, lowered CPCs, and improved overall efficiency.
Tailored Creative
We crafted messaging for each BFCM stage, “early access” to drive pre-sale purchases and “It’s not too late” post-BFCM to capture last-minute shoppers. This extended the sales window and optimised budget use.
Raising the Bar
By leveraging rich first-party data and conducting detailed analysis to target lower-competition niche audiences, we outsmarted competitors, avoided peak bidding, and still exceeded targets.
“Helium stands out for their ruthless approach to experimentation and optimisation. They test, learn, and pivot based on real results always bringing proactive, insight-driven ideas that cut costs and boost ROAS.”
— Valentyna Polishchuk, Digital & Direct Marketing Analyst | Elvie
