DTC Activewear Brand Generates €89K in 72 Hours with 27x ROAS during Black Friday

Background

A direct-to-consumer activewear brand serving sports enthusiasts needed to maximize their Black Friday opportunity. The three-day weekend represents the most concentrated revenue moment in eCommerce, but also the most competitive. Every activewear brand floods the market with promotions, and customers comparison shop at velocity across dozens of tabs.

The challenge wasn't driving traffic. Black Friday brings that naturally. The real challenge was capturing high-intent purchases while maintaining exceptional profitability in an oversaturated market where every competitor was fighting for the same customers.

Black Friday Facebook Ad Performance Chart

The Approach

We engineered the Black Friday campaign as a precision performance marketing sprint across Meta advertising.

We built our audience strategy around warm segments with demonstrated purchase intent. No brand awareness plays. We identified users already shopping for fitness gear and showing behavioral signals of readiness to buy. This targeting discipline became essential to breaking through the noise.

Our creative process started weeks before the weekend. We tested multiple variations to identify what resonated strongest, then deployed only proven winners when Friday arrived. Each ad was engineered for the Black Friday mindset, communicating immediate value while building enough desire to earn the click in a brutally competitive environment.

Budget management followed aggressive scaling protocols. We front-loaded spend into top performers from hour one, then monitored continuously throughout the three days. When an ad set demonstrated strong ROAS, we increased the budget immediately. When performance softened, we pulled back just as fast. Our team made tactical adjustments every few hours as consumer behavior shifted from Friday morning deal hunters to Sunday evening last-chance buyers.

The Results

The turnaround was immediate and dramatic.

Black Friday Weekend (72 hours):

Every euro invested returned over twenty-seven euros to the client. The 3.99% click-through rate nearly doubled typical eCommerce benchmarks, proving our targeting reached genuinely interested buyers and our creative overcame the ad fatigue plaguing most Black Friday campaigns.

In seventy-two hours, this activewear brand generated nearly ninety thousand euros in revenue with capital efficiency that maintained healthy profit margins even with promotional pricing. The concentrated cash flow hit at the most critical moment of their fiscal year.