Case Study · Performance Marketing
One Black Friday. Sixty percent more sales.
Boy Smells sells luxury candles and fine fragrance to people who already know what they like. The holiday problem was never demand. It was reaching the buyers they had not met yet, and keeping the ones they had. Morphiaas took the Shopify store into the Black Friday window with a performance and conversion plan built for exactly that.
The store we scaledYear on year sales growth across the Black Friday window.
Growth in store traffic against the prior holiday season.
More returning customers, lifting revenue and average order value together.
The Client
A cult fragrance house with a holiday ceiling.
Boy Smells is a US luxury candle and fragrance label with a loyal following and a Shopify store that carries the whole business. Prior Black Fridays had performed fairly. Fair is not the standard in a category where every competitor discounts on the same four days, and the brand wanted a season that reached new audiences and turned first orders into second ones.
The Challenge
Black Friday punishes brands that only talk to their fans.
The next buyer had never heard the name
Boy Smells had built a following, and the following was buying. The audiences that would decide the season, gift shoppers and luxury browsers who had never seen the brand, were still outside the funnel when the holiday started.
Every competitor discounts on the same day
In luxury fragrance the Black Friday feed is a wall of offers. A fair campaign gets fair results. Standing out needed sharper creative, tighter targeting and a store that converted the click it paid for.
First orders were not becoming second orders
Holiday traffic is expensive and most of it buys once. The store had no structured way to hold a new customer through the season, so revenue depended on paying for the same buyer twice.
What Morphiaas Built
Conversion first. Reach second. Retention throughout.
Fixed the store before buying the traffic
We started with conversion performance, not spend. Ahead of the sale we refined the Shopify purchase path and the on-site experience so every incremental visit in the holiday window had a higher chance of becoming an order.
Embedded customer experience tooling in the CMS
Morphiaas integrated its customer interaction toolkit directly into the Boy Smells CMS. The brand could manage on-site experiences, offers and follow-ups with certainty during the busiest days of the year instead of reacting to them.
Opened new audiences with performance media
With the store ready, paid media went after the buyers Boy Smells had not met. Prospecting targeted luxury gift and fragrance intent, and the creative was built to hold attention in a feed full of discounts.
Turned first orders into repeat orders
Retention ran alongside acquisition. New customers were brought back within the season, which is where the 31% rise in returning buyers came from, and why revenue and average order value moved together rather than one at the cost of the other.
The Results
A record season in a market built to stop one.
Black Friday delivered on all three fronts: more visits, more conversions, more revenue per customer.
Your next Black Friday should not be fair.
Bring us the store and the last season's numbers. We will show you where the conversion is leaking, which audiences you are not reaching, and what a record window looks like in revenue.