With rising media inflation and changing platform attribution, preparing for Black Friday doesn't have to be a reactive exercise. This focused, 30-minute session shares the practical framework used by Euro Car Parts and Jaywing to structure budgets, refine audience targeting, and maintain efficient performance.
Many retail brands face the pressure of driving sales volumes during peak periods while managing rising media costs and changing platform attribution. Without a structured, pre-planned framework, budgets are easily misallocated, leading to high-cost acquisition and diminished campaign returns.
Our approach relies on baseline forecasting and early audience priming rather than solely reliant on reactive adjustments. In our work with Euro Car Parts, we applied this evidence-led structure to their paid social peak strategy. By priming audiences early and using clear testing frameworks, they doubled their social budget during Black Friday while keeping their cost per sale stable, remaining entirely within the efficient section of the diminishing returns curve.
Date: Thursday 24th September 2026
Time: 1.00 - 1.30pm
Location: Online
Phasing budgets for media inflation:
How to account for Digital Services Taxes (DST) and platform-specific inflation on Meta, ensuring your budget is phased effectively against your marketing calendar.
Audience priming and RFM modelling:
Techniques for building brand awareness ahead of peak periods, including the use of Recency, Frequency, Monetary (RFM) modelling to reactivate lapsed customers.
Establishing baseline comparison frameworks:
Why defining your reporting baseline and configuring hold-out control groups is critical to measuring true campaign performance.
Agile budget and feed management:
Practical steps for managing campaign activation and setting up real-time optimisation logs to allow rapid, data-led decision making during live campaigns.
Developing future testing roadmaps:
How to analyse peak-season purchase data to identify gateway products and structure post-campaign testing schedules.
Heads of Marketing:
Learn how to align peak-season commercial targets with realistic media planning and inflation-adjusted budgeting.
Paid Media Managers:
Discover how to structure testing frameworks and manage platform attribution adjustments to protect your acquisition efficiency.
Social Media Managers:
Understand how to coordinate creative asset delivery with early priming phases to keep cost per sale stable under increased spend.
E-commerce Managers:
Learn how to optimise product feed management and coordinate channel activities with stock and reactive promotional demands.
Digital Marketing Manager at Euro Car Parts
Social Director at Jaywing
Paid Social Lead at Jaywing
Data and Innovation Director at Jaywing
