BFCM Prep: Strategies from Foxwell Digital's US Team on Maximizing Campaign Impact
With Black Friday and Cyber Monday (BFCM) around the corner, brands are preparing to hit the ground running. At Foxwell Digital, the Foxwell Founders Advertising Community members are discussing the best strategies to maximize ad performance and get the most out of this high-stakes season. Here’s what our team is doing (and learning) about creative strategies, shipping incentives, and scaling tactics to drive conversions and keep audiences engaged throughout the BFCM madness.
1. Simplify Shipping Costs to Reduce Cart Abandonment
One surprising dealbreaker for many customers is (somewhat unsurprisingly) shipping costs. While discounting products for BFCM can boost interest, unexpected shipping fees at checkout can deter buyers from completing their purchases and abandoning their cart. Flat-rate shipping offers a simple, attractive solution for brands that may not be able to absorb the full cost of free shipping on every order. Our members explored different approaches, with one of them noting, “Flat-rate shipping at a low cost is something that consumers can understand and appreciate.” If full free shipping isn’t possible, a clearly communicated flat rate can prevent sticker shock while maintaining a sense of value for the customer. Be sure to communicate the free shipping amount threshold or flat rate shipping cost early on in the user’s site experience (like in the sticky banner) to bypass any checkout screen surprises.
Tip: Consider a $5 flat shipping rate if you’re not offering free shipping sitewide. This small but transparent fee can enhance conversions without compromising margins.
2. Leverage Statics Over Video for Quicker Conversions
It’s easy to assume that video will outperform static images due to its storytelling potential and its year-round success, but that is usually not the case during the BFCM rush. Data from previous seasons showed that static images often convert better during this period, as customers are typically in a “quick-decision” mindset rather than looking for an in-depth brand story. One of our members noted, “In November and December, attention spans are short—shoppers want quick, clear information.” With this in mind, our members are focusing on high-impact static creatives that communicate the value quickly without requiring users to sit through long videos. Not sure how many static graphics/images you need? Set a goal for 50% images and 50% top-performing videos.
Tip: Rethink your ad mix for BFCM. Include a higher ratio of static images that deliver concise, direct messages. Save longer, narrative-driven video content for other times of the year.
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3. Focus on Top-Performing Creatives and Quick Adaptations
Testing new creatives during BFCM is risky; instead, it’s better to stick to what you know works. Our members discussed leveraging “winning” creatives from throughout the year by making small seasonal tweaks, such as adding holiday themes or overlaying “30% off” banners. For example, if a product-focused ad performed well in Q2, consider adding a holiday element to it rather than creating an entirely new ad from scratch. This approach helps ensure that you’re working with assets that already resonate with your audience. Additionally, quick adaptations, such as using the best hooks or images from top-performing videos, can help extend the life of these assets while still aligning with the BFCM theme.
Tip: Pull your highest-performing creatives from the year and add holiday-specific tweaks to maintain engagement without reinventing the wheel. This will save time and allow you to benefit from established audience data.
4. Optimize for Mid- to Lower-Funnel Traffic with ASC and Broad Campaigns
Advantage+ Shopping Campaigns (ASC) are proving useful for optimizing ad spend, especially for those brands focusing on mid- to lower-funnel audiences. During BFCM, when CPMs rise, using ASC to optimize for returning or retargeted customers is a smart move — just be sure to check the frequency on your ASCs with high Existing Customer Budget Caps. Broad targeting is also seeing traction in the lead-up to BFCM, allowing for a more hands-off approach that leverages Meta’s AI to find the right audiences. A member who’s working with a lower-budget brand, shared, “I’m focusing on broad campaigns and ASC to keep things simple and optimize for conversions.” By using these broad campaigns, they have found a good balance between reach and control, which is essential for smaller ad budgets.
Tip: Use ASC and broad targeting to simplify targeting decisions, allowing Meta’s AI to handle optimizations. This frees up time to focus on other campaign elements and can help lower costs during the high-competition season.
5. Use Banners and Overlays Instead of Completely New Videos
For brands with limited creative budgets, shooting seasonal-specific video content may not be feasible. Instead, our team is implementing banner overlays and holiday-themed visuals on existing ads. By adding a simple “Holiday Sale” banner or overlay text highlighting the BFCM discount, brands can drive home the seasonal value without creating entirely new content. This strategy also supports the idea that BFCM creatives should be ready ahead of time. One of our members suggested, “Get your creatives finalized early, so you can focus on campaign execution when BFCM hits.” Simple, reusable overlays are an effective way to deliver the holiday message without significant production costs.
Tip: Opt for banners and overlays rather than season-specific videos if budgets are tight. This keeps messaging relevant without requiring a fresh set of content.
6. Scale With Retargeting Campaigns: Target Customers Where They Are
Finally, as BFCM ramps up, retargeting should be a primary focus. By targeting those who have already interacted with your brand, you can reduce CPMs and ensure your ad spend reaches those most likely to convert. Our team discussed prioritizing retargeting campaigns over new acquisition efforts since existing audiences are more likely to respond positively to seasonal discounts. Using audience segmentation in tools like Klaviyo, you can tailor retargeting to specific interests, creating highly relevant campaigns. This targeted approach allows for a better ROI and minimizes ad spend waste.
Takeaway: Focus heavily on retargeting and ensure campaigns are segmented to maximize relevance. Existing audiences are more likely to convert during BFCM, so prioritize spend accordingly.
Final Thoughts: Keep BFCM Simple and Strategic
As the holiday season approaches, the Foxwell Digital team is aligned on a strategy that prioritizes transparency, simplicity, and proven tactics. From shipping transparency to optimized creative formats, the goal is to reduce friction and drive quick, decisive purchases. BFCM isn’t the time to experiment with entirely new strategies but rather to refine and scale what you know works. This season, focus on simplifying your offers, optimizing creatives, and targeting audiences effectively. With the right mix of strategy and tactical execution, you’ll be well-prepared to make the most of this critical shopping season.
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