Black Friday 2025: The Exact Strategy Behind £45M in Revenue

Black Friday isn’t just another sales weekend,  for some DTC brands, it makes up 90% of yearly revenue.In this episode of D2C Diaries, Olly and Loukas break down the exact playbook that drove £45M in sales from £11.5M in Meta ad spend during Black Friday 2024 and reveal how they’ve evolved the strategy for 2025.You’ll learn:- The proven goal-setting framework to anchor your BFCM strategy- Offer strategies that actually convert without overcomplicating- Why creative iteration beats “net new” assets every time- Lead generation tactics to fill your funnel before Q4- How gifting angles and TikTok Shop are reshaping 2025 BFCM🔥 Exclusive Giveaways:Comment “peak” to get Week 1 of our Ultimate BFCM Series, including the Black Friday Master Sheet to set your goals and targets.Comment “offer designs” to unlock 30 Canva templates for static ad creatives you can plug straight into your campaigns.This is your 2025 Black Friday playbook. Don’t leave 90% of your revenue to chance.0:00 Sharing our learnings from £45M in BFCM revenue03:30 Unit economics with our master sheet9:30 Crafting a great Black Friday offer14:20 Forecasting, pacing, and daily revenue tracking16:00 Lead generation in Q4 success19:30 How to execute top-of-funnel lead gen campaigns21:30 Lead gen case studies22:30 Urgency, exclusivity & scarcity as lead gen drivers25:00 Gamification & referral mechanics that work27:30 Looking at past data30:30 Funnel splits for creative and reusing top performers34:00 Static vs video performance in BFCM36:30 Obscure hooks 37:50 Q4 consumer psychology42:00 Middle and bottom of funnel48:10 Hook frameworks54:25 How to scale creative volume without burning out57:20 TikTok Shop predictions for Q4 202559:30 Reactive CRM plays 1:00:30 Wrap-up + future deep divesFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

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