Turning Competition into Opportunity: Nine West’s Record-Breaking Black Friday Success
+22%
Increase in platform ROAS
+35%
Increase in conversions
+9%
Increase in conversion rate
THE CLIENT
Established in 1978, Nine West has grown into an iconic footwear, handbags and accessories brand, with a presence in 78 countries worldwide including 50 locations across Australia.
Known for their cult classics paired with on trend styles, Nine West is a brand that celebrates the modern woman.
THE CHALLENGE
Declining market conditions and rising competition over the months preceding, meant that Nine West was increasingly prepared for the 2023 Black Friday Cyber Monday period to not perform as it had in previous years.
Despite this, Impressive still saw an opportunity to drive strong revenue and prospect new users during the sale period.
STRATEGY
The preparation for Black Friday for Nine West began several months ahead of the sale. Recognising the growing competitiveness of the November sales period, we prioritised brand building and awareness activities in the lead-up to the event. This approach allowed us to create robust retargeting pools that we could leverage during the sale.
To complement these efforts, we launched teaser lead generation ads that encouraged users to sign up for first access to the sale. This not only helped us build anticipation but also expanded our customer database.
When the sale launched, we implemented a comprehensive cross-platform strategy. Multiple campaigns with diverse targeting strategies were deployed across Meta, Pinterest, and TikTok to increase awareness of the offer and engage retargeted users.
For Google, we utilized ad extensions and Google Merchant Centre promotions to highlight the offer, ensuring that our marked-down pricing stood out in Shopping PLA ads amidst the competition.
Finally, we used Criteo to bridge the gap to conversion by dynamically remarketing the specific products that users had interacted with during the sale.
THE RESULTS
With the same offer launched as the previous year, our long term planning meant that we were able to drive the best Nine West best Black Friday results yet.
