Tactics to Help You Hit 6-Figure HOURS This BF/CM

What BFCM tactics actually work for DTC brands running Meta ads? Answer: The BFCM tactics that worked best last year were planned around specific hours, not just the weekend: a one-hour free gift with purchase flash sale sent by plain-text email and SMS, which roughly tripled hourly revenue, and a pacing plan built from last year's daily and hourly Shopify revenue and matched to the day of Black Friday rather than the calendar date. On Meta, run BFCM-specific creative alongside evergreen ads, build a dedicated BFCM campaign on min ROAS with a pre-built volume campaign as backup, and give lapsed customers their own one-day-click retention campaign with a ROAS target two to three times higher than acquisition. Then make sure shoppers can actually qualify for your best offer, because a threshold set too high prices them out. These BFCM tactics come straight from what worked last Black Friday Cyber Monday: a one-hour free gift with purchase flash sale that roughly tripled hourly revenue, a pacing plan built by the day and by the hour, and BFCM-specific creative running alongside evergreen ads. Andrew Foxwell and Brad Ploch walk through seven tactics to set up now, including campaign structure, a dedicated retention campaign, landing pages for new vs returning customers, and why lowering your offer threshold can help you scale. We discuss: - How a one-hour free gift with purchase flash sale works, and when to rerun it - How to pace Black Friday Cyber Monday revenue by day and by hour - Why Cyber Monday landing on November 30 changes your December comps - Whether BFCM-specific ads beat evergreen on Meta (last year, they did) - Black Friday ad ideas: founder warehouse videos, gift guides, ugly ads, the   "We're sorry" ad, Christmas tree product shots and comment replies - BFCM campaign structure: min ROAS, cost caps, 1-day vs 7-day click - Why you should pre-build backup campaigns before the weekend - How to set up a Meta retention campaign for lapsed customers - Landing pages and pop-ups for new vs returning customers - Why Hollow dropped from buy 3, get 3 free to buy 2, get 2 Subscribe for a new episode every week. Watch last year's BFCM recap with Zach: https://youtu.be/3POPSecWu_M Get the newsletter: https://www.scalabilityschool.com/scalability-newsletter Learn more: https://www.scalabilityschool.com To connect with Andrew Foxwell send an email [email protected] To connect with Brad Ploch send him a DM at https://x.com/brad_ploch To connect with Zach Stuck send him a DM at https://x.com/zachmstuck Scalability School is a weekly show from Andrew Foxwell, Brad Ploch, and Zach Stuck about what is actually working right now in DTC growth. No theory, no recycled LinkedIn takes, just the numbers and decisions behind real brands and real ad accounts. This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It’s a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to www.northbeam.io/incrementality, they’re offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you! Chapters 03:03 The one-hour free gift with purchase flash sale 08:07 How to pace Black Friday Cyber Monday revenue by day and hour 14:11 Do BFCM-specific ads beat evergreen on Meta? 18:20 Black Friday ad ideas: ugly ads, "We're sorry" and Christmas trees 21:24 Black Friday campaign structure: min ROAS, cost caps, click windows 26:37 Backup campaigns and the Black Friday retention campaign 29:46 Black Friday landing pages for new vs returning customers 33:43 Pop-ups and offer consistency before and during Black Friday 35:36 Offer thresholds: why buy 2, get 2 scaled better than buy 3, get 3