COCUNAT

The Objective

Winning sales during Black Friday

For its Black Friday strategy, COCUNAT, together with agency Labelium, implemented a full-funnel approach on TikTok. Black Friday is a high-stakes moment for e-commerce brands, where standing out amid the noise requires a sharp, strategic approach. 

COCUNAT faced the challenge of not only driving sales but also capturing consumer attention in an oversaturated market. The goal was to maximize conversions by leveraging the right messaging utilizing UCG ads, incentives, and platform strategy to engage high-intent audiences effectively. To achieve this, the brand needed to craft a campaign that balanced urgency, authenticity, and profitability—turning Black Friday from a competitive battlefield into an opportunity for growth. 

The Solution

Automation for Smarter Sales Growth

In the context of Black Friday, the brand launched its first Smart+ campaign. This solution creates a single AI-assisted campaign that automates segmentation, ad management, and creative generation. This allowed them to maximize results and optimize ROAS to the fullest. In addition, the Smart+ campaign was launched with the catalog optimization, as well as displaying the discounts to further boost conversions.

The recommended guidelines for this type of campaign were strictly followed to ensure optimal performance. At least six creative assets were added to the campaign, allowing Smart+ to optimize them. This not only ensured better resource optimization but also prevented creative fatigue, a common challenge during this period due to high ad saturation.

The results

Black Friday Success: Higher ROAS, Lower CPA

By optimizing its sales strategy utilizing Smart+ campaigns, the brand achieved outstanding results during this key period. The use of exclusive offers highly encouraged consumer purchase intention, while Smart+ helped enhance performance by efficiently reaching the right target audience.

Compared with the VSA-format conversion campaigns used in the previous period, Smart+ proved to be a true success. This is reflected in a 240% increase in CTR, a remarkable 64% reduction in CPA, and a 244% boost in ROAS in comparison to the prior period—exceeding all expectations.