A record Black Friday.

With less than a month to prepare, Scale aligned Meta audience messaging, new placements and Google Shopping improvements for a record BFCM. The month delivered 6× Meta ROAS and 11× Google ROAS.

12× MERMarketing efficiency ratioAcross the BFCM period

6× ROASMeta return on ad spendFor the month

11× ROASGoogle return on ad spendFor the month

<1 monthTime to prepare for BFCMFrom onboarding to the event

The opportunity

Calibre wanted to grow its direct-to-consumer business while preserving the brand experience. Scale came on board in October, leaving less than a month to prepare for Black Friday. The new media strategy needed to build on existing account learnings without disrupting an important trading period.

The work

The team coordinated Meta and Google around a single BFCM plan. Creative, placements and audience messaging were tailored to the brand, with changes designed to expand performance while preserving the parts of the existing funnel that were working.

Prepare for BFCM in under a month
Onboarding, strategy and campaign rollout were coordinated within a short lead time, with clear communication around launches and commercial priorities.
Match messaging to Meta audiences and placements
Broad and interest-based targeting were organised into a messaging matrix. Catalogue products were also introduced into Reels placements alongside existing formats.
Refine Google Shopping and Performance Max
Custom asset groups and Shopping feed improvements supported the Google strategy, aligned with the wider promotional plan.

The result

During the partnership, Calibre achieved a record sales month and record Black Friday. The month delivered 6× ROAS on Meta and 11× ROAS on Google. Across the BFCM period, the business achieved a 12× marketing efficiency ratio.

“Matt and his team have gone above and beyond in elevating our account’s return, and building out strategies to continually grow our digital footprint.”