K’lani Black Friday/Cyber Monday Case Study
250% BFCM Sales Growth
Remarkable year-over-year sales increase from November 2024 with MAG’s expert support.
K’lani was born from an idea in January 2021, when its founder grew frustrated with fashionable bracelets that lacked the function of a simple hair tie. The brand creates stylish hair accessories that directly solve this common problem. Following its mission, “Looks like a bracelet, works like a hair tie,” K’lani provides products that combine both fashion and practicality.
The Challenges
Fluctuating Advertising Cost of Sales
K’lani experienced unstable ACOS during mid-year campaigns, highlighting weak keyword targeting and insufficient listing optimization efforts.
Scaling and Inventory Management Issues
Struggled to scale sales while maintaining a healthy ACOS, faced pressure managing inventory to meet Amazon FBA deadlines under growing demand.
Tight Inventory and Advertising Balance
Tight inventory timelines before Fall Prime Day complicated balancing discount offerings with ad spend, limiting promotional effectiveness and profit control.
Post-Prime Day Sales Slowdown and Creative Delays
Slow sales after Prime Day, compounded by creative content delays, disrupted marketing momentum and limited visibility during critical sales periods.
Competitor Ad Pressure and Stockout Risk
Increased competition drove up CPCs, risking stockouts during Black Friday Cyber Monday, which constrained sales potential at peak demand.
FBA Shipment Delays and Customer Feedback Issues
Shipment discrepancies and slower Amazon processing delayed order fulfillment, impacting customer satisfaction and ongoing promotional momentum.
- Full Management
- Catalog Management
- Listing Optimization
- New Product Creation
- Parentages
- Listing Reinstatement
- Amazon Social Posts
- PPC
- SEO
Our Approach
Advertising Optimization
To control rising ad costs and protect profitability, we implemented a data-driven advertising audit. This shifted the strategy from broad spending to a focused approach centered on proven, high-performing keywords.
- Completed a comprehensive PPC audit to refine performance targets for the holiday season.
- Adjusted bids based on performance data to reduce inefficient spend.
- Focused ad spend on top-performing keywords to maximize sales during peak competition.
Listing Optimization and Conversion
To convert the influx of holiday traffic, we overhauled the product listings. The goal was to increase social proof and align all creative assets with seasonal shopper intent, ensuring the pages were compelling and relevant.
- Split product parentages to merge and consolidate positive customer reviews.
- Refreshed listings with new fall and holiday-themed imagery.
- Launched coordinated holiday creative across all product listings and social media posts.
- Activated Prime Exclusive Discounts to create urgency and drive immediate conversions.
Inventory and Operations Health
To protect against Buy Box losses and vulnerable margins, we established a proactive monitoring system. This ensured inventory health and fulfillment operations could support the peak sales velocity.
- Conducted weekly inventory audits and managed restock reports to prevent stockouts.
- Resolved active inventory cases with Amazon to keep products available for sale.
Post-Peak Momentum and Planning
To manage the post-holiday slowdown, we implemented a strategy to maintain customer satisfaction and plan for the new year. This involved resolving issues promptly and analyzing performance data to set future goals.
- Continued holiday promotions through the end of the month to capture late shoppers.
- Resolved negative customer feedback to protect brand health.
- Compiled a year-end performance review and set growth goals for the next year.
- Requested new A+ content and brand visuals to start the new year with fresh assets.
Impact
250% Increase in BF/CM Month Sales
K’lani achieved a substantial 250% year-over-year sales increase during the November 2024 Black Friday Cyber Monday period, highlighting the success of the targeted holiday strategy.
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