We started with an analysis of the data

The first thing we did was analyze the historical data from previous years to understand what had allowed us to obtain the best results and what we could do to improve further.

This concerns not only the study of the offer and the implementation of advertising campaigns but also the shopping experience on the site.

Since this is a custom-made product, we knew that there were two main aspects on which we had to intervene immediately well in advance of Black Friday:

• find the best way to reassure potential customers about the measurements taken and, consequently, about the perfect fit of the boots they would receive
  (being a custom-made product made according to the individual customer's demand, there was no possibility of making a return)
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• make sure that customer care would be able to cope with a decidedly important influx of requests, aware of what had been the volumes of the previous year in which the people dedicated to customer support were not sufficient for the volumes of demand that had been generated.
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To address the first point, it was necessary to carry out interventions within the site to anticipate and respond to any possible doubts related to the measures.

For this reason, in the months leading up to Black Friday, we worked for:

• introduce a dedicated landing page within the store focused on how to choose the perfect boots based on your physique with illustrative videos and detailed step-by-step guides for taking measurements:
  

• insert a new free service that would have made it possible to book a video call with an expert to take measures together in case the written explanation was not sufficient:
  

• introduce more proof elements into the product pages with video testimonials from satisfied customers who told their experience - not being able to wear the standard boots that the market offers is a real problem common to many women, more than we could imagine before starting to work on the growth of Fillies and Boots.
  

As far as customer care is concerned, Fillies' internal team has organized itself to manage the onboarding of new people who would support customers in the decision-making phase.

The aspects that therefore had to be necessarily optimized within the site were ready at this point.‍

We played early

‍Now let's get into the heart of what was the actual planning for this Black Friday.

As had been done the previous year, this time too, we wanted to play early, that is, to anticipate the offer.

Knowing that in the case of Fillies, in most cases, the purchase is not immediate but is preceded by an information phase, we started in the previous months to set up Lead Generation campaigns that would allow us to intercept both direct demand and latent demand, providing all the necessary information and advice to then be able to bring these people to the purchase on the days when the offer would have been active.

We said that we wanted to play early, and so it was...

We brought the date forward to November 12 - extending the duration until 21 - at a time when traffic costs were certainly lower and the public was not yet saturated with information related to Black Friday offers.

In a period like this, in fact, any brand is transformed into a potential competitor, the main objective being to be able to bring potential customers to the purchase before they give priority to other discounted products that have been on their wish list for too long.

‍We have studied a differentiating offer depending on the objective to be achieved

‍This is the time to diversify the offer, offering a truly unique incentive.

Fillies is a brand that usually does not offer special discounts, Black Friday therefore represents a real opportunity for all the people who finally want to wear a boot that fits perfectly, and the customers knew it well...

This certainly helped because people - especially those who already knew the brand - were inclined to act as soon as possible even before we introduced elements that were going to rely, for example, on urgency.

The offers studied in this case were different and the discount was incremental on the purchase of several pairs of boots.

In particular, this offer was taken advantage of by a surprising percentage of existing customers and this has made it possible to significantly increase the average order value.

In addition to this, specific post-purchase cross-sells were studied and introduced, that is, targeted offers proposed at the time of purchase of certain products that guaranteed access to a premium service that we knew would interest new customers based on the information collected in the previous months through specific surveys.

Keyword: try again

‍In the case of Fillies, one thing that has always worked particularly well was the sharing of content generated by customers who spontaneously sent dozens and dozens of messages, photos and videos every day in which they wore their new boots and told about their experience with the brand.

This generated in a completely natural way a network effect in which conversations were initiated between customers and prospects, even under the Ads, thus leading to a boost in engagement and at the same time accumulating evidence that responded to possible objections from potential customers who saw the contents:

We used some of this content for Facebook and Google campaigns (with the consent of the customers, of course) and the same materials were then also declined in email automation campaigns.

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We've harnessed the power of urgency

We have created specific advertising campaigns scheduled for the last days of Black Friday with the aim of increasing frequency and reducing the time to purchase (which in the case of Fillies, as we said, is on average long), creating urgency in completing the action for people who were in an evaluation phase.

In addition to urgency, we have included another fundamental element for the brand, namely the presence of the Founder herself.

That's right, Fillies was in fact born from Livia's personal need and the strategic decision taken to position her figure at the forefront of telling the brand was the winning key

In fact, the women felt understood and understood, Livia knew exactly how to speak to them in the most natural and genuine way possible.

This has made it possible to create a relationship of trust with the people who follow the brand who have started to trust and trust, thus removing many of what could be the obstacles in the buying process.

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Results

The results achieved were quite good, reaching a turnover of 120,000€ during Black Friday with an increase in the store's conversion rate of +49% compared to the previous year and a decrease in the acquisition cost, due to the presence of a specific and unrepeatable discount. Below is one of the promo days: