A detailed example of how we created a "peak" in a down season for @QALORing

Teaser: It's not a hack or single ad.

Let's break it down...
If you haven't yet read my thread on "4 Peaks Theory" I would start there as this might not make sense:

At QALO we had 3 "peaks" naturally built into the calendar:

Valentine's Day
Mother's Day / Father's Day
Q4 Holiday's

This was a great start but left us with a gap in the late summer months. So we wanted to design a fourth peak...
We combined a timed product release ("The Athletic Collection" 5 new colorways and some apparel) with a major cultural moment that occurred in late July, the Crossfit Games.

Then we built out a 360 degree marketing plan to support the launch. This included...
Partnerships: We had a partnership with CrossFit that included an in-person presence at every regional event and the main event. Signage on digital, TV (ESPN), and in person. And co-branded content creation.
Physical presence at all the top gyms: We built a list of the top 100 CrossFit gyms and made a goal to get a giant banner hanging in 50 of them. We accomplished it by offering to outfit their staff with products.
Influencer product seeding: We built of the 100 most influential people in the industry. This included execs at the top companies, athletes, media personalities etc.

Then we seeded the product to them early in a special gift box. Many would post for free!
Influencer Endorsements: We selected 2 athletes to be the face of the campaign @JasonKhalipa and @JulieFOUCHER and shot story, campaign, and ad content with them ahead of the launch.

Here is a sample of that content with almost 300k views

Podcast Placements: We sponsored some very niche industry podcasts like: "Girls Gone WOD" and scheduled reads for the entire month.
Charity Partnership: We formed a partnership with Barbells for Boobs an endemic crossfit charity that help support testing for early detection of breast cancer. We did a limited edition custom colorway to support.
Physical Retail: We lined up the new product line to go live in key sports retailers like Dick's Sporting Goods and other gyms with consistent branding and messaging for the campaign.
PR: We got lucky and Julie Foucher (our sponsored athlete) tore here Achilles mid competition and finished the event! (See the video above).

It became a big story and we had the footage that every outlet used because we had a press pass for the event from our partnership
Email: We built out a complete email calendar for the month of the campaign that included teaser content, release, follow-on flows, and even a secret hidden colorway that we delayed launched two weeks after the core launch just to juice the tail of the campaign.
Paid: And of course, we ran paid...

We had SO much content to choose from and more organic traffic than ever before to balance our prospecting and remarketing.

And guess what?
The ROAS AND VOLUME were higher than in ANY previous month. We had turned our worst months of the year into a PEAK.

Was it because of the ads? the creative? no.
It was because if you were a married crossfitter everywhere you turned you saw QALO.

On the hands of your heroes, alongside brands you love at events and in stores, at your gym when you worked out, and of course in your newsfeed.
At that point, CBO vs. ABO vs LAL vs BROAD matters very little.

This is the goal of 4 peaks theory. To create a reason to buy right NOW when it previously didn't exist.

That is the key to DIRECT RESPONSE. You need to create an imperative to purchase at this exact moment.
In the ideal state the ad account is not the engine for your growth, it is the distribution and reinforcement of a message. It captures demand and helps to create more. It is often insufficient on its own.
If you can get to 4 peaks (or even more!) you will be able to better manage cash, drive greater efficiency and build compounding value in your business.

To help out we create this tool to spark ideas on building your next peak. commonthreadco.com/blogs/coachs-c…

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More from @TaylorHoliday

13 Jan
What drives ad account success?

Is it story and marketing? Or the next best ad?

Many businesses are on a hamster wheel of constantly trying to create the next best ad. It's an endless, volatile cycle.

Ready to break free? Let’s talk four-peaks theory …
1/ Look under the hood of many DTC brands and you’ll see they rely on a two-peak revenue model in which they experience massive spikes in revenue twice a year.

However, these peaks are followed by deep valleys in which ROAS and volume decline.

It can look something like this
2/ In your own ad account and Google Analytics, you’ll notice that peaks in spend and ROAS align directly with peaks in revenue.

The question you need to ask is about causal chains…

Is the ad account driving the moment or is the moment driving the ad account?
Read 7 tweets
13 Nov 21
~35% of DTC paid acquisitions will NEVER be profitable on a LTV:CAC basis.

This data point that was shared with me on a call this week by a massive data provider.

How is this possible?

Here’s 5 reasons…
1. The marketing team has no insight into unit economics.

COGS, return rates, transactions fees, shipping costs, fulfillment fees aren’t transparent making setting accurate targets impossible.
2. The single account ROAS target.

Not all orders are worth the same because not all products and not all customers are equal.

When you use a single ROAS target applied across every purchase type many of those purchases are net negative value even when you hit the target.
Read 7 tweets
11 Nov 21
Introducing the largest publicly available (fact check?) eCommerce data set.

~230 brands totaling $2.3B+ in annual online revenue and over $250M in spend

Updated weekly at: commonthreadco.com/blogs/coachs-c…

Thread with benchmarks and YoY %-changes 🧵
*Notice before reading the thread*

Data doesn't give you answers it helps you discover the next questions to ask.

Benchmarks are generally useful and specifically useless.

Use this material to provide context to your journey, challenge your perceptions and then keep digging...

eCommerce MER (Jan.–Oct.)

- 2020 YTD: 5.71
- 2021 YTD: 5.02
- Change: -12.09%

iOS 14.5 Effect on MER

- Pre-iOS (Jan.–May): 4.88
- Post-iOS (June–Present): 5.16
- Pre vs Post Change: +5.67% Image
Read 8 tweets
28 Oct 21
What is Facebook's name change really about?

FB recognizes that their largest threat has come from losing the hardware battle (phone) that became the default access point to their business.

Think of it as a critical bridge or port in a physical war...
With control of the bridge (phone) Apple has been able to squeeze FB's revenue under the banner of "privacy restrictions".

Because FB needs apple (and Google) to access its users they are vulnerable to further constraints.

This dependency is a massive risk.
It also highlights why FB was so resistant to mobile applications in the first place.

Remember how hard they tried to make the mobile web a thing?

Read 6 tweets
13 Jul 21
1/ The eCommerce Growth Syllabus:

Read and master these 10 pieces of content and you'll be an unstoppable force of PROFITABLE growth

👍🏻Facebook Ads
🛍Google Shopping
📺YouTube Ads
🖼Ad Creative

Lets go...
2/ 👍🏻 Facebook Ads

"How to Scale Facebook Ads Profitably for Your Shopify Ecommerce Store: Cheat Sheet, Structure & 27 Examples"

Brought to you by @adrianne__v, the prodigal child, fresh off her return to CTC!

3/ 🛍Google Shopping

"Google Shopping Ads Guide: How to Setup, Sell & Scale Your Ecommerce Store’s Full Funnel from Top to Bottom"

The search legend @tonychopp went all the way in on this breakdown of the most powerful Google Ad product.

Read 12 tweets
14 May 21
If you have applied for a job with us and received an email from commonthread.us PLEASE DO NOT RESPOND.

Here's a story about a wild Linkedin scam going on...
Last night we received this email from the parent (a lawyer) of a new hire for a job at CTC.

He was wondering why we were requiring that he purchased $2000 worth of computer equipment before starting the job.

We see you "Jacob Hearnsberger" 👀... Image
We had never met this candidate and certainly hadn't sent them a job offer.

So we started to dig in...
Read 7 tweets

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