Unwrapping Holiday Success in the competitive buy now, pay later industry
-12% Cost per acquisition
vs previous year
In the competitive landscape of digital advertising, holiday seasons serve as a litmus test for performance marketing agencies. For the 2023 holiday season, we devised and implemented a winning marketing strategy in partnership with our client resulting in a 12% reduction in their customer acquisition cost (CPA) compared to the previous holiday season.
Client Overview:
Our client is a well-established buy now pay later (BNPL) brand with a strong international presence. They partnered with us at BigScale to outperform their previous year's holiday results in the United States. The client's primary goals included increasing their total number of app users, enhancing brand visibility, and reducing their cost per user acquisition (CPA).
Strategy & Implementation:
Here’s what led to our success:
Multi-channel approach: Recognizing the diverse platforms used by the client’s target audience, we developed a multi-channel strategy encompassing social media, search engine marketing, app store advertising, and promoting micro-influencer partnerships.
Strategic Timing: Using the prior year’s data & current year’s market forecasts, we predicted peak demand times during the holiday season and optimized ad scheduling to maximize impact.
Media Innovation: We stayed up to date on new features and campaign types offered by advertising platforms, and made sure the client was first in line to test new innovations throughout the year to ensure we had the best setup for the holiday season.
Budget Fluidity: By maintaining fluid budgets across channels, we could quickly optimize towards what was working best.
Results:
The client’s holiday results improved across multiple channels because of our strategic approach to media management, resulting in a 12% improvement in cost per acquisition compared to the previous year. If you’re looking for a partner to help plan and execute your next holiday campaign, please contact us.