Powering Growth During Black Friday/Cyber Monday For Battle Born Batteries

Overview

Battle Born Batteries is a subsidiary of Dragonfly Energy and is one of America’s fastest-growing and industry-leading lithium-ion battery technology companies. Researched, designed, and assembled in the USA, Dragonfly is revolutionizing the lithium battery industry through innovative technologies and manufacturing processes. Offering sustainable, safe, high-performance battery storage solutions for RVs, marine vessels, off-grid living, and other applications through OEMs, Dragonfly Energy is making green, renewable energy of tomorrow available today. 

Challenges

Battle Born Batteries faced several challenges that required a strategic overhaul of their digital advertising efforts, specifically in their past Black Friday/Cyber Monday promotion strategy.

Promotional Complexity 

Historically, the company's sales events, particularly around Black Friday and Cyber Monday, featured multiple changing promotions. This approach led to message dilution and confusion among potential customers.

High AOV Product Marketing

Given that their products represent a significant investment for consumers, effectively communicating the value and timing of promotions was crucial to capture the target market's attention.

Audience Retargeting Saturation

Previous campaigns experienced diminishing returns from retargeting efforts due to audience saturation. There was a critical need to broaden the top-of-funnel (TOF) strategy to refresh and expand the retargeting pool.

Limited TOF Engagement

Initial strategies were not fully leveraging long-tail TOF terms, resulting in missed opportunities to engage broader audiences interested in the industry or related topics.

Platforms Leveraged

Google Ads

Meta Ads

Microsoft Ads

Services Rendered

Paid Search

Paid Social

Strategic Development

Strategies

Streamlined Promotional Offers

Developed a unified promotional strategy that was consistent throughout the sales period, simplifying the message across all platforms to enhance clarity and impact.

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Audience Expansion and Engagement

Regularly updated targeting criteria and visual assets to maintain engagement and relevance, particularly for high-intent audiences and past purchasers.

In past sale periods, results diminished as the days of the sale continued. Our team looked at ways of not only interacting with users who were more top-of-mind for the brand but to extend the retargeting windows to include more users into our addressable market with this offer. 

Sale-Specific Visual Assets

Created dynamic, sale-specific assets for PMAX Asset groups and Meta Ad sets, ensuring the promotion was visually compelling across platforms.

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Enhanced TOF Traffic and Longer-Tail Keyword Strategy:

Our team prioritized investments in TOF traffic to enrich the audience pool with interests in industry-related content, leveraging blog posts and frequently asked questions to draw in a wider audience. We implemented a refined approach to TOF terms, targeting broader yet relevant topics to attract a more extensive audience base for subsequent retargeting.

Results

• 86% increase in Ads Revenue YoY
• 18% increase in total Conversion Rate YOY
• 117% increase in Google Ads Revenue
• 13.4% increase in AOV