Multi-Screen Product Launch Campaign
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Recurring Event Campaign — Black Friday & Sales
Context
A premium fashion e-commerce brand faced the same high-stakes challenge every year: making Black Friday its single most profitable week while competing against thousands of retailers all fighting for the same consumer attention. The previous year's campaign had relied on a limited display-only approach with static creatives, resulting in mediocre performance and a CPA that exceeded profitability targets by 28%.
Kalithea Media was brought in to design a comprehensive multi-channel activation strategy for the upcoming Black Friday and extended sales period. The plan combined display, video, DOOH, social and audio advertising with countdown creatives, urgency messaging and stock-based dynamic creative optimization — all orchestrated to build anticipation, drive peak-day conversions and sustain momentum through Cyber Monday and the January sales.
Our approach and solutions
A high-impact multi-channel blitz engineered to dominate peak shopping moments and maximize revenue per impression.
Phased campaign architecture
The campaign was structured in three phases — teaser (one week before, building anticipation), peak (Black Friday weekend, maximum pressure) and sustain (Cyber Monday through January sales, harvesting demand) — with tailored budgets and creatives for each phase.
Countdown and urgency-driven DCO
Dynamic creatives featured real-time countdown timers, flash deal carousels and stock-level indicators that created genuine urgency. Ads automatically updated as inventory levels dropped and time windows narrowed.
Five-channel simultaneous activation
Programmatic display, pre-roll and CTV video, DOOH in shopping districts, social ads on Meta and TikTok, and audio spots on Spotify were activated simultaneously with unified frequency management to maximize incremental reach.
Year-over-year performance learning
Insights from the previous year's campaign informed audience exclusions, bid floor adjustments and creative rotation strategies, enabling continuous improvement with each recurring event cycle.
Our key strengths
Peak-period inventory expertise
Our trading team secures premium placements and competitive rates during the most contested periods of the year through early PMP negotiations, deal ID strategies and real-time bid optimization across all channels.
Real-time creative agility
Our DCO platform can update thousands of creative variations within minutes — swapping offers, adjusting countdowns and reflecting stock changes — ensuring every impression remains relevant throughout the event.
Repeatable event playbooks
Each campaign generates a structured performance playbook that documents what worked, what didn't and what to test next, providing a continuously improving blueprint for every recurring event.
+185%
Revenue increase compared to an average week during the event period
12M
Total impressions delivered across all five channels in one week
4.2x
Return on ad spend achieved during the Black Friday event window
-28%
Reduction in cost per acquisition compared to the previous year's event
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