Case Study

Black Friday Haircare eCommerce Italian Market Case Study

How we scaled Facebook Ads and Google Ads for a haircare eCommerce brand expanding to the Italian Market during the Black Friday.

About The Client

The client is a young haircare Shopify eCommerce brand based in US, providing high-quality hairstyle products for a female audience. The company is fast growing, and at this stage of their business, flexibility was one of the main requirements they were looking for in a partner able to support their market internationalization in Italy.


The main goal was to consolidate the brand’s presence in the Italian market and reach an ambitious revenue target during the Black Friday period. Conscious of the high level of competition in the niche, the client needed a multi-channel strategy to get the most out of the budget available across Google Ads and Facebook Ads platforms. The execution of the strategy required a particular focus on ad copywriting messages and visual creativities addressing specific micro-target segments.


The campaigns were built to reach audiences across multiple networks and position the brand as the top-quality provider in the market while maintaining a very approachable image. On Google Ads, beyond the search network, we delivered on the shopping, display, and Youtube networks favoring visual communication to reinforce brand awareness. On Facebook and Instagram, we emphasized the promotional Black Friday sale enabling all the remarketing audiences and leveraging the synergy with the Google channel. To better understand the customer journey and optimize the user interaction with the brand, we created custom metrics available in a Looker Studio dashboard for client and internal use.


In just one month, we scaled the eCommerce traffic by +169%, increasing the revenue by +117% and the number of transactions by +128%. We achieved the revenue target by hitting very narrow audiences that could ensure a good return on the budget invested. On the other hand, we reached a significant share of the market at a very low cost per interaction, nurturing email marketing lists and overall establishing a relevant position for our client among the competitors.


PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Display, YouTube, Retargeting, Microsoft Ads, Product Feed Management

They have an excellent strategy to improve the audience. They made themselves available whenever We needed, and that was a pleasure. They did a great job and worked very fast. I am glad that I found Midsummer Agency. They’re doing an exceptional job.


Filippo C. & Grant R. – Founders

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