Black Friday performance
New customer mix
Range launch rhythm
Partnership length
Channel performance
Where the spend actually moved.
Overview
THE CHALLENGE
Trend-led fashion brands face a particular kind of operating tension. New range every week. Demand spikes that arrive on a calendar nobody else sees. A customer base that recognises the brand by what dropped on Friday, not by a permanent hero product. The acquisition engine has to absorb that pace without flattening the brand into a discount story.
When the partnership began, the brand was already picking up pace, but the channel mix was not tuned for the cadence the business actually ran on. Paid social was treating every launch like a one-off rather than a rolling sequence. Creative was being produced fast but not learning fast. Peak periods like Black Friday and Easter were being planned as events instead of as the natural acceleration of an already-weekly rhythm.
The brief evolved into something broader than a typical performance retainer. It meant building an acquisition system that respects the launch calendar, treating creative as an asset that keeps paying off rather than a cost that resets, and lifting spend through peak windows without losing the new-customer ratio that makes the rest of the year work.
THE APPROACH
How the engagement was structured.
We rebuilt the paid media operation around the brand's release cadence rather than against it. Range launches got their own ads architecture: a recurring template that absorbed new product without needing to be rebuilt every Friday. Hype moments inside the calendar were treated as planned demand surges, with creative and budget posture shifting in the days around each drop rather than reacting after the fact.
Creative velocity became the central lever. Briefs moved from one-at-a-time to a rolling production model that fed paid social with the format diversity the platforms now reward. Short-form video, static, and motion-led formats were tested in parallel on every meaningful drop, with the winners promoted into evergreen prospecting and the losers retired without ceremony. The point was less about any single hook and more about keeping the top of the funnel fed with fresh signals every week.
Peak periods were planned as a sequence rather than a single moment. Black Friday strategy ran on the assumption that the brand's regular cadence had already trained the audience. The job in November was to lean into a system that already worked, not invent a new one. Easter and seasonal Google briefs followed the same logic on the paid search side, with prospecting and brand-defence budgets shifting in step with the merchandising calendar.
Across all of it, the acquisition mix was kept honest against new-customer contribution. Range Ads cadence, Hype Ads, and the broader prospecting layer were measured on whether they were bringing in first-time buyers, not just clearing inventory.
LIONESS · IN THE ROOM
Inside the engagement.
The working moments behind the numbers.
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THE OUTCOME
Peak periods now outperform their prior comparables on a consistent basis, with Black Friday windows pushing spend meaningfully higher while holding the acquisition efficiency the rest of the year depends on. Range launches land with predictable lift rather than week-to-week volatility, and the creative pipeline produces enough format diversity to keep prospecting fresh through every season.
New customer acquisition has stayed front-of-mind across the engagement. The paid social and paid search mix has been tuned to feed the top of the funnel even as the brand has matured, avoiding the drift toward retention-heavy spend that hollows out trend-led businesses over time.
What started as a performance retainer has settled into something closer to an operating partnership. The team now spans multiple years and multiple peak periods, carrying the kind of institutional knowledge that only builds up when the same crew has lived through every BFCM, every range launch, and every quiet July.
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