Black Friday Promos Reverberate Right Through November for Audio Lovers

Teufel was founded in Berlin in 1979, spurred by the belief that good sound is about more than just music. They have been designing and engineering speakers and audio equipment in Europe for over 40 years. They have also been ecommerce pioneers throughout, registering their very first online sale via email order in 1985 and opening an e-store back in 1997. Audiophiles who share Teufel’s passion for better sound quality can now browse and buy from the whole range at the company’s dedicated ecommerce site.

Teufel has been working continuously with RTB House for over half a decade and the ongoing challenge is to continue refining campaigns and improving results over time. However, Teufel also lays down the challenge to RTB House and to its competitors in the electronics industry with its Novembermania initiative, which sees the company apply Black Friday prices to its products from the first day of November. This bold and unusual strategy requires marketing campaigns that can promote products effectively and encourage online customers to buy even earlier than Black Friday, and then maintain sales throughout the month. In 2023, Teufel asked RTB House to do this at an even greater scale than in previous years.

Teufel decided to go big on its Novembermania initiative and scale up retargeting ad campaigns with RTB House by 650% in November compared to the previous month. Campaigns are usually scaled up by such amounts in increments over the course of weeks or months, to monitor results and aid a smooth transition. However, we were confident that our Deep Learning-powered algorithms would be able to adjust to a huge audience at speed and deliver targeted and relevant ads. To make the scaled-up Novembermania retargeting work for Teufel, we implemented additional strategies. We launched prospecting campaigns in mid-October to create touchpoints with newer customers who could then become stronger targets for ads in November when the offers were active. We also made sure that the campaign worked throughout the month, but still made additional pushes on key dates like Singles Day, Black Friday, and Cyber Monday, when more customers would be browsing with intent to buy.

Teufel takes an exceptional approach to the Black Friday sales period, challenging expectations and giving customers access to special offers throughout the month.

Exceptional approaches demand exceptional results, and RTB House delivered throughout the month, with peaks on key days. The number of conversions throughout November increased by 735% compared to the previous month as our highly targeted ads led new and existing customers to compelling offers.

Perhaps the biggest marker of success was our ability to scale up campaigns overnight but still maintain a return on ad spend at a level similar to the previous month, outperforming the Novembermania campaign ROAS goal by 20%.

Teufel was more than satisfied by the overall results and our ability to adjust campaigns on a day-by-day basis as we identified the shifting needs of both the business and its customers.