Lead Performance Marketer & Founder I curate bespoke performance strategies without giving my clients the burden of expensive retainers, pinpointing data-driven nuggets that drive growth in real time.
REBDOLLS SAID YES, BUT IT WAS HARD
STRATEGY overview
6.1
Return on Ad Spend
(ROAS)
234K
Meta-Attributed Revenue
29%
customers acquired AND converteD
Rebdolls didn’t give me a immediate yes. There were some questions about why we were spending early. But that’s exactly why this story matters.
In Q4 2022, I led Rebdolls’ most profitable BFCM prep to date. Rather than waiting until November to filp the switch, I ran an early-game strategy starting in August using learnings from Q4 2021 to unlock an exceptionally strong October and a record-breaking BFCM.
So when I told the CEO that we needed to push higher into ads in October, I got some pushback. From their perspective, it looked like burning the budget before the real game began. But the truth is waiting until November is how you lose. I knew if we didn’t spend early, we’d never build the audience we needed to dominate Black Friday. The risk wasn’t overspending in October, the real risk was showing up cold in November.
By the time November closed, the numbers told the story. The early push didn’t just pay off, it transformed the outcome. Even the CEO, who originally questioned the move, admitted that the October push was exactly what set us up to win Black Friday.
"October was thee best time to acquire new customers...so the [high] ad spend, turned out the best time to spend on new!"
THE CHALLENGE
- GRISEL PAULA, CEO (NOV 2022)
MY STRATEGY
strategy framework
Studied 2021 data to see what worked, what failed, and where we could win.
Ran new Advantage+ Shopping campaigns in Sept–Oct, put $54K behind them and set up IG Shop checkout to make buying simple.
Used all the warm audiences built in Sept–Oct and hit them hard during BFCM weekend with the best offers.
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THE EXECUTION
I didn’t wait until November to start the race. This is where most brands lose the mark. I began investing into customer acquisition months in advance so that by the time the sale hit, people were already familiar with the brand and eager to buy. The early weeks were devoted to testing creative and messaging until I found what consistently clicked. Once I knew what worked, the focus shifted to keeping performance steady while refining audiences through their weekly product drops.
From there, I scaled with intention, putting more spend behind the ads and audiences that delivered the strongest results. And when the sale wrapped, I kept the momentum alive by encouraging repeat purchases, turning one-time shoppers into loyal customers.
Hey Elsa—Loooove your strategy and your work!
THE Results
- KIM ZORN, PRINCESS POLLY (OCT 2022)
- Start Early or Miss Out: September and October spend paid off in November. I had a strong reason to believe that our investment in October would bring forth strong returns that month and next.
- Fill Gaps: With the influencer program weakened, I was able to leverage what we knew about our customer base to replace it with strong Meta campaigns.
- Data Beats Guessing: I used last year’s data to make smarter moves in Q4 2022 year. None of the media buying decisions I made were predicated on vibes and "feels", my decision to pour thousands of dollars per week was backup by my internal analysis of customer behavior and product demand.
Return on Ad Spend
(ROAS) Oct 23- Oct 24
Meta-Attributed Revenue thru BFCM WEEKEND
DIrect Revenue from IG/FB Shops
6.1x
$234K
16%
KEY INSIGHTS & LEARNINGS
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