Black Friday Campaign
Black Friday is the biggest sale that Black Spectacles runs each year, so a large portion of the year’s revenue goals came from this campaign. I segmented our audience into three groups: Leads, customers, and a reactivate group of former customers who had cancelled. I tailored the messaging of each group—sign up, upgrade, or renew—and highlighted the value props each group valued most.
This campaign, which ran in the two weeks leading up to Black Friday, generated over $500,000 in revenue, which was roughly $50,000 more than the year prior. It also converted over 200 new customers, a 54% increase from the year before.
Setting a Study Foundation Campaign
During the Black Friday campaign, we got customer feedback asking if the discount would be available later, after the holidays, since they weren’t ready to begin studying yet but would be in a few weeks. Based on this, I formed the hypothesis that our customers might be more active and ready to purchase in January; it’s a new year, maybe they have renewed motivation to use our product. To test this, we ran a “new year, new you” campaign, which we called Setting a Study Foundation. The idea was to offer all resources, both free and paid, to help set a strong foundation for the year ahead.
We ran paid search and social ads with this messaging, as well as an email series. We also used our free monthly webinar as a supporting content piece, with our guest expert talking about study tips and strategies to use when taking the exam. This campaign ran for one week, and generated over $100,000 in revenue.
New Product Launch
Black Spectacles is, at its core, a video learning platform. In March of 2023, our learning and product teams finished a year+ long overhaul of one section of our video library—something that had long been requested by our customers and called out as a reason for cancelling.
Though this section is the second of six to be updated, there was no big marketing splash for the first updated section. This time, I wanted to make sure our customers knew we had heard their feedback and invested ourselves into improving our offerings by running a bigger launch campaign.
