The BFCM Index: three years of Black Friday performance, broken down by channel.
Explore the indexThe BFCM Index: three years of Black Friday performance, broken down by channel.
Each new market gets its own creative, payment setup and attribution, reconciled against Shopify actuals so you know within weeks whether it's working. We shift budget toward whichever region is proving itself, daily, based on live return.
WHAT WE SHIP
Each new market gets its own campaign structure, localised brief and matched payment stack across Meta, TikTok and Google. Budget shifts daily toward the strongest-performing region, with floors and ceilings a specialist sets and reviews.
AU hooks rarely transfer clean to the UK or US, so we run a fresh hook-test cycle in the first eight weeks of every region. You see hook rate, hold rate and thumb-stop reported per market, not blended away.
We reconcile platform-reported revenue against Shopify actuals, market by market, so an underperforming region can't hide inside a healthy blended number. A specialist reads the variance every week.
Klarna and Afterpay penetration differs sharply between AU, UK and US, so we set currency display and payment options per market and track conversion by payment method in the first 30 days to catch checkout friction early.
We rebuild audiences per market from local interest signals and in-market lookalikes rather than importing AU targeting into a different demographic. Seed performance and audience overlap are reviewed weekly.
Spend moves across regions daily toward whichever market is proving itself on live ROAS, not on a quarterly plan set before launch. A new market gets a defined testing budget and a clear bar to clear before it earns more; markets that underperform get capped, not defended out of habit.
ACCOUNTABILITY
Markets run as one programme
ANZ, US and UK, one team and one plan
Between cross-market budget checks
Budget follows performance between regions
Weeks to a local performance baseline
One creative test cycle per market
PROOF
Ksubi
fashion
A heritage Australian denim and streetwear label expanding paid acquisition into the US, diversifying into short-form video commerce, and rebuilding the measurement layer underneath it all.
View case study
Leo Lin
fashion
A couture-inspired womenswear label growing new customer acquisition across international markets, with paid social leading the global expansion and creative velocity holding the brand line.
View case study
POSSE
fashion
A modern women's apparel brand with global pull needed its acquisition read cleaned up and its creative pipeline matched to the channel. The programme delivered a step-change in new customers.
View case study
Arms of Eve
fashion
A multi-year acquisition and creative partnership for a fine jewellery brand: diversified paid surfaces, cost-cap discipline, and a creative team built to grow acquisition.
View case studyOBJECTIONS
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