4.2x ROAS on Black Friday With 5-Channel Activation

Black Friday multi-channel programmatic campaign for fashion e-commerce with display, video, DOOH and social

The challenge

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 for the same consumer attention. The previous year's campaign had relied on a display-only approach with static creatives, resulting in a CPA that exceeded profitability targets by 28% and mediocre incremental reach.

We built a comprehensive 5-channel activation strategy for Black Friday and the extended sales period through Cyber Monday and January. Using DV360 for display, video and DOOH, The Trade Desk for CTV and audio, and Meta and TikTok for social, we orchestrated a phased campaign with countdown creatives, urgency messaging and stock-based dynamic creative optimization. Every channel ran on the pricing model that made sense: CPM for awareness phases, CPC for consideration, and CPA for conversion -- giving the brand full visibility on cost efficiency at every stage.

Event planning and campaign scheduling
Crowded event venue with stage lighting

How we delivered it

We engineered a phased, 5-channel blitz across DV360, The Trade Desk, Meta and TikTok -- designed to dominate peak shopping moments and maximize revenue per impression.

Three-phase campaign architecture

We structured the campaign in three phases: teaser (one week before, CPM-based awareness building), peak (Black Friday weekend, maximum CPC and CPA pressure on high-intent audiences) and sustain (Cyber Monday through January sales, CPA-only harvesting). Each phase had tailored budgets, creatives and bidding strategies.

Countdown and urgency-driven DCO

We built dynamic creatives featuring 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 -- driving a 3.1x higher conversion rate versus static ads from the previous year.

Five-channel simultaneous activation

Programmatic display via DV360, pre-roll and CTV video via The Trade Desk, DOOH screens in shopping districts, social ads on Meta and TikTok, and audio spots on Spotify were activated simultaneously with unified cross-platform frequency capping to maximize incremental reach.

Year-over-year performance learning

We analyzed the previous year's campaign data to set audience exclusions, bid floor adjustments and creative rotation strategies before launch. This continuous improvement framework reduced CPA by 28% year over year and created a repeatable playbook for every future peak event.

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Why Kalithea delivered the difference

Peak-period inventory expertise

Our trading team secures premium placements and competitive CPM rates during the most contested weeks of the year through early PMP negotiations, deal ID strategies and real-time bid optimization across DV360 and The Trade Desk. Independence means we pick the best inventory, not the inventory that benefits a platform parent company.

Real-time creative agility

Our DCO platform updated thousands of creative variations within minutes -- swapping offers, adjusting countdowns and reflecting stock changes. Every impression remained relevant throughout the event, and the brand never promoted a sold-out product.

Repeatable event playbooks

Each campaign generates a structured performance playbook documenting what worked, what underperformed and what to test next. This gives the brand a continuously improving blueprint for Black Friday, summer sales, and every recurring commercial moment.

+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 CPA compared to the previous year's display-only campaign

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Planning your next peak event? Let us build the media playbook.

We build multi-channel playbooks with transparent CPM, CPC and CPA pricing that maximize revenue during Black Friday, seasonal sales and every recurring commercial moment.

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