Kipling Black Friday and Christmas Campaign - The Obsidian Co.™
Kipling Black Friday and Christmas period
"They were organised and analytical."
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Kipling, an internationally renowned brand, is known for its stylish and functional fashion accessories, including backpacks, handbags, and luggage featuring the iconic monkey keychain.

Business Objectives:


Nov 2022 – Jan 2023

(3 Months/92 Days)

Problem & Diagnosis

Black Friday and Christmas are times when brands aim to increase their sales in a very short period. Due to the intense competition between brands during this period, we had to devise a campaign that would distinguish us from the competition. We realized that after the COVID-19 pandemic and the repeated lockdowns, many people may have potentially lost touch with their compassionate side.

So, we devised a campaign that would not only boost sales but also promote goodwill through the power of gifting. Studies have shown that acts of kindness benefit not only the recipient but also the giver, improving their mental health, mood, self-esteem, and overall sense of happiness. By participating in our promotion, Kipling customers could make a positive impact on both themselves and others, spreading joy and positivity in these challenging times.


Our objective was to more than double Kipling’s online sales in the Cyprus market compared to the previous year’s same period. To achieve this, we had to create a conversion campaign across Meta platforms, Facebook, and Instagram. Our target audience consisted of two distinct female groups: Millennials, aged 18 to 34, who were primarily interested in purchasing gifts for themselves, and Gen X, aged 35 to 50, who were more likely to purchase gifts for others.

Our research indicated that these two generations were the most technologically adept and comfortable with online shopping in the local targeted market. To effectively market to these demographics, we developed a targeted strategy utilizing the sophisticated targeting options available in Ads Manager. Our approach centered around showcasing relevant ad content of stylish women, particularly those in the younger age group, with Kipling bags as a fashionable accessory.


Our solution was to research and understand the local market to gain valuable insights into the target audience. This allowed us to develop two distinct personas that featured a multitude of characteristics, enabling us to create hyper-targeted ads that spoke directly to our audience’s unique preferences, pain points, and desires. We curated content that appealed to our target audience’s desire to give the perfect gift to themselves or their loved ones. Our conversion-focused ads, consisting of eye-catching single photos, engaging carousels, and dynamic videos, were strategically placed across Meta platforms with a themed gift-giving ambiance.

Set up conversion tracking

With conversion tracking implemented, we were able to effectively measure the sales and return on ad spend (ROAS) for our ecommerce ads. Additionally, it allowed us to map out our customers’ journey from start to finish. By identifying any potential pain points along the way, we were able to quickly address them and ensure a seamless experience for all.

Ads Implementation

At the peak of the festive season, Kipling International delivered a plethora of captivating photos and videos for our campaign. Our team of marketing experts meticulously sifted through the content, handpicking the most enticing pieces that resonated with our intended audience, based on attributes such as model age, local trends, and culture.

Despite the constraints of limited creative freedom, we utilized our marketing expertise to craft cutting-edge ad copies that set our campaign apart from the competition. Thanks to our top-notch multivariate testing and data-driven approach, we crafted a winning formula that made our ads more relevant to the target audience, ultimately driving up conversion rates.

After Campaign - Results

January 2023 (3 months later)
  • Ad budget: €631
  • Purchases: 229 (227.14% increase)
  • Purchases value: €10,664 (152.34% increase)
  • ROAS: 16.90

* In comparison to data retrieved from last year's (Apr-Sep) period.

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