⎯ Black Friday Case Study — FOX Racing NZ
One market. One recipe. FOX Racing NZ's biggest online sales day and month on record — with margins intact and AOV holding strong throughout.
0
X
ROAS acrossthe BFCM period
Record
Biggest online sales dayever recorded
Record
Biggest online salesmonth on record
AOV
Held strong throughoutmargins protected
⎯ The Brief
Make Black Friday FOX Racing NZ's biggest commercial week on record.
The Challenge
FOX Racing is a globally iconic brand. In New Zealand, it needed a BFCM campaign that could drive serious online revenue, without discounting so aggressively that it damaged the brand or eroded margin. The challenge wasn't just getting people to buy. It was getting the right people to buy, at the right price, profitably.
That meant building a system well before the campaign launched, one that grew a warm, qualified audience and gave retail partners the tools to stay competitive alongside the online store.
Where We Started
We began building in June , five months out. By the time Black Friday arrived, the database was loaded, email sequences were scheduled, creative was approved, paid media was structured and tested, and every retail partner had a support package ready to go.
Nothing reactive. Nothing rushed. FOX's biggest sales day and month on record came from a system that was months in the making.
⎯ The Results
Built for NZ. Ran the same recipe. Biggest month on record.
🇳🇿 New Zealand — Online Store
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x ROAS
A 16x return on ad spend across the full BFCM period, driven by months of structured database building, a warm audience, and paid media that was dialled in well before launch day. The traffic that landed converted.
Retail Partner Support
Partners Protected
FOX's retail partners across New Zealand received bespoke support packages, creative assets, pricing strategy, and campaign guidance, so they could compete confidently during BFCM without undermining the online channel or the brand.
⎯ The Recipe
Same recipe. Different brand. Same result.
We start by looking at the whole business, product mix, margins, stock levels, retail partners, and what each market can realistically offer. Then we build the system around it. The same core recipe, calibrated to each brand and each market.
01
Business & Margin Review
Before we touch a channel, we look at the numbers what can be offered, what protects margin, and what works across retail and online without creating conflict.
02
Database Building
Months of structured audience building before the campaign launches. By Black Friday, we're marketing to a warm, qualified database not cold traffic.
03
Email Sequences
A full email campaign built and scheduled in advance pre-launch warmup, launch day, mid-campaign, and post-BFCM flows all ready to fire.
04
Paid Media
Meta and Google campaigns structured around the right audiences, the right creative, and clear commercial targets. Tested and optimised before the peak period hits.
05
Content & Creative
All creative assets briefed, produced, and approved well in advance. Nothing is being rushed the week before launch.
06
Landing Pages
Dedicated campaign landing pages built to convert clear offer, clear CTA, and consistent with the paid and email creative driving traffic to them.