Black Week and Cyber Week: Insights and Best Practices

How do brands stand out from the crowd during Black Week and achieve sustainable results?

In this blog article, we take a look at the most important strategies and learnings from this year's Black Week — with valuable insights from Felix, Co-Founder of a skincare brand and the performance agency TurnVertical, and Daniel, Co-Founder of Top Ads and growth lead at advertace. While Felix brings the perspective of an experienced e-commerce entrepreneur, Daniel shares his expertise in performance marketing and creative ad development.

Find out why early planning is crucial, which creative approaches perform particularly well and how brands can optimize their strategies in the long term.

Preparing for Black Week

Both Felix and Daniel agree: Preparation for Black Week doesn't just start in November. Early lead generation, ideally from October, is essential. The focus should not only be on discounts, but also on building a relationship with potential customers.

Brands that segment their target groups at an early stage and prepare appropriate messages are able to execute their campaigns in a targeted and effective manner. Timing and structure are key.

It also highlights the relevance of an early access offer and exclusive promotions. This is because they can draw the attention of existing customers to the offers even before the actual Black Week. This not only allows you to build trust, but also to generate initial sales.

Creative Diversity: The success factor for Black Week Ads

Another highlight from the discussion with Felix and Daniel was the importance of creative diversity. Brands that combined different ad formats and approaches were able to target their target groups in a targeted manner and achieve high engagement rates.

Best practices from Felix and Daniel:

• Evergreen ads: Ads that focus on the core message of the product often perform better than pure discount communication. Felix explains that these ads are particularly effective for reaching new customers and building trust.
• UGC Approaches: User-generated content that is authentic and easy to understand has also proven to be a strong format this Black Week.
• Storytelling: Emotional storytelling that focuses on the benefits of the product helps to attract the attention of the target group and keep them in the ad longer.

New customers vs. existing customers: The right balance

Daniel highlights how important it is not only to activate existing customers during Black Week, but also to attract new target groups in a targeted manner. This is achieved through a clever combination of clear evergreen ads and targeted offers for new customers.

Existing customers, on the other hand, respond well to personalized offers or exclusive discounts. Felix emphasizes that existing customer loyalty should not be neglected in this phase, as it can increase customer lifetime value in the long term.

The role of Evergreen ads and Media Buying

A decisive success factor was the integration of evergreen ads into Black Week campaigns. These ads, which clearly communicate the product and its benefits, were able to convince not only existing customers but also new target groups. Evergreen ads often perform better than purely discount-based creatives and can act as a small change in Black Week ads.

Learnings and outlook for 2025

Black Week 2024 has shown that a clearly structured approach is crucial for success. Felix and Daniel share some important learnings that brands can incorporate into their future strategies:

1. Plan early: Lead generation and campaign structures should be set up months before Black Week.
2. Establish testing frameworks: Test different approaches in advance to make sure what works best for the target group.
3. Prioritize creativity: Storytelling, authentic content and evergreen ads will remain the key success factors in 2025.
4. Use data: The right analysis of Black Week performance provides valuable insights that can be used for the entire coming year.

How DatAds supports Black Week campaigns

A successful Black Week campaign requires not only creative ideas and strategic planning, but also data-based decisions. Right here comes DatAds into the game. As a powerful tool for creative strategists and performance marketers, DatAds helps you gain deeper insights into how your creatives are performing and make informed decisions.

With DatAds, you can:

• Structure creative tests: Identify which ads are best received by your target group and document the results clearly and comprehensibly.
• Use cross-platform insights: Compare the performance of your creatives on Meta, TikTok, and other platforms to identify the best approaches for each audience.
• Work more efficiently: Save time by getting data-driven recommendations as to which creative combinations have the greatest potential.

Especially during Black Week, the rapid analysis and optimization of campaigns is crucial. With DatAds, you can monitor the performance of your ads in real time and quickly scale the best creatives.

Whether you're optimizing your evergreen ads, testing new UGC formats, or targeting new customers — DatAds gives you the tools to get the most out of your Black Week strategy.

Conclusion: Successful through Black Week and Cyber Week

Black Week 2024 has once again shown that well-thought-out planning, creative approaches and data-driven decisions are decisive for success. Brands that start early, focus on creative diversity and continuously optimize their campaigns can stand out from the crowd and benefit sustainably.

Felix and Daniel's insights provide valuable guidance on how brands can both attract new customers and effectively retain existing customers. Whether through evergreen ads, emotional storytelling or targeted offers — it depends on the right combination.

With tools such as DatAds Performance marketers and creative strategists can further optimize their campaign structure and, based on data, find out which creatives are really convincing. This makes Black Week not only a high-turnover phase, but also the basis for long-term success.

The learnings from this year are clear guidelines for 2025: Simplicity, creativity and a data-driven approach remain the keys to being successful even in an increasingly competitive market.

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