A Record-Breaking BFCM for Lorna Jane

Lorna Jane’s Black Friday Cyber Monday campaign marked a significant milestone in the brand’s journey, driven by performance across paid search and paid social platforms including Meta, TikTok, Pinterest, and Google. The campaign’s performance is a testament to Evocative Media’s ability to innovate, engage, and deliver outstanding results in a highly competitive landscape.

Meta Ads

TikTok Ads

Pinterest Ads

Google Ads

Creative Strategy

Lorna Jane is a large-scale, established retail brand operating in a highly competitive global activewear market, with Black Friday Cyber Monday one of the most commercially critical trading periods of the year. This case study focuses on BFCM performance, delivered by Evocative Media as part of an ongoing, multi-channel, multi-region paid media partnership with Lorna Jane.

Addressing
Core Challenges

When Lorna Jane presented their Black Friday Cyber Monday strategy to the Evocative Media team, the challenges were clear:

Our Approach

To tackle these challenges, we crafted a comprehensive cross-channel strategy tailored to Lorna Jane’s objectives.

Early activation, launching before BFCM to capture pre-BFCM interest
Lead generation tactics including giveaways and app downloads to expand Lorna Jane’s customer database and support future remarketing
Kept the sale fresh by introducing new styles and updating creatives regularly to sustain engagement across the extended period

Results & Impact

As a result, Lorna Jane achieved exceptional year-over-year growth across all channels and regions, demonstrating the effectiveness of refined digital advertising strategies and creative execution.

Revenue Growth (Conversion Value YoY)

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Revenue grew by 20.49% compared to the previous year

CPA (Cost Per Acquisition)

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Cost per acquisition decreased by 18.20%, improving acquisition efficiency

Conversions

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Conversions rose by 17.13%, driven by a highly effective retargeting strategy 

Click-through rate

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The click-through rate on Meta doubled year-on-year, surpassing session goals by 5%

Search Revenue

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Paid search revenue increased by 113%, exceeding targets

Lower Budget YoY

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All results were achieved with a 4% lower budget year-on-year, improving efficiency while exceeding revenue targets.

Key Performance Highlights

20.49%

increase in Conversion Value YoY

15.82%

decrease in Cost Per Click YoY

18.20%

decrease in Cost Per Acquisition YoY

Conclusion

At Evocative Media, we are passionate about helping brands like Lorna Jane grow and scale before, during, and after peak sales periods.

Through collaboration, strategic execution, and creative innovation, we transformed Lorna Jane’s BFCM campaign into a record-breaking success, exceeding ambitious goals during one of the most competitive sales periods of the year.

“First off, a huge thank you for all your amazing support leading up to Black Friday. We launched, and the event kicked off with a bang. We are completely ecstatic with the final results.”