End Of Summer Sale Campaign

Services: Marketing Strategy, Creative Direction, Meta Advertising, Google Ads Vendor Management, Marketing Team Management (graphic design & social media), Email & SMS Marketing

Executive Summary: SEVEN haircare is a premium professional hair care brand sold nationally in both B2B and D2C channels. To combat a seasonal dip in D2C sales, I developed and executed our annual end of summer sale deployed across a coordinated four-channel funnel. The campaign drove August to 112.6% of its revenue target, with sale-period daily revenue running 90% above the monthly average.

The goal was to generate a concentrated revenue lift through a limited time promotion while maintaining strong return on ad spend (ROAS) across all channels. The campaign also needed to serve a dual purpose, a) driving immediate conversion through owned channels while b) building top-of-funnel brand awareness around SEVEN's hero product, DIAMOND serum.
The campaign was structured as a full-funnel promotion with each channel assigned a distinct role based on audience temperature.
Meta Ads: Top-of-funnel.
Featured DIAMOND serum to drive brand awareness and introduce the hero SKU to new audiences alongside the sale.
Google Ads: Mid-funnel.
A promotion extension was applied to all active campaigns to surface the 20% off sitewide offer directly in search results, capturing high-intent shoppers already in-market.
Email & SMS: Bottom-of-funnel.
Sale launch, mid-campaign reminder, and close messaging deployed to the owned subscriber list to drive direct conversion from warm audiences.
The campaign drove August to 112.6% of its monthly revenue target, with the sale period outperforming the month's daily average revenue by nearly 90%.
- Monthly revenue target exceeded by 12.6%
- Average order value (AOV) increased 9.6% month-over-month
- Average daily revenue increased 42.2% month-over-month
- Google Ads ROAS: 6.48
- Meta Ads ROAS: 5.67