Performance Marketing Case Study

    Rise Outdoor Drives 16x ROAS During First Black Friday Campaign

    Square Digital executed a structured Meta and Google paid strategy for Rise Outdoor's first BFCM campaign, generating 16 purchases and validating high-intent demand for a $1,499 premium camping product.

    Blended ROAS
    16x
    Google ROAS
    30x
    Meta ROAS
    12.5x
    Total BFCM Purchases
    16

    Industry

    Ecommerce, Outdoor

    Platform

    Shopify DTC

    Services

    Paid Media, Creative Strategy

    Campaign

    BFCM 2024

    Project Gallery

    Rise Outdoor inflatable tent by a mountain lake
    Rise Outdoor customer review - night camping
    Rise Outdoor customer review - interior comfort
    Rise Outdoor testimonial by Mike Davis
    Rise Outdoor AirNEST on water - Stay Dry Anywhere
    Rise Outdoor comfort - Sleep Like You Never Left Home
    Rise Outdoor seamless camping experience
    Rise Outdoor Seek Freedom brand creative
    Rise Outdoor new era in tent design
    Rise Outdoor waterproof tent on water

    About Rise Outdoor

    Rise Outdoor is a direct-to-consumer ecommerce brand selling the AirNEST 3+, a patented inflatable all-in-one tent and integrated mattress system designed for high-comfort camping.

    Hero Product

    Product

    AirNEST 3+

    Regular Price

    $1,499 CAD

    BFCM Offer

    $999 CAD

    Target market: Comfort-seeking campers aged 30–55, families, overlanders, high disposable income buyers.

    Rise Outdoor AirNEST 3+ inflatable tent in a mountain setting

    The Challenge

    First structured BFCM campaign for a high-ticket product.

    Limited budget requiring precise allocation and real-time optimization.

    No existing peak-season paid media framework to build from.

    High-stakes short window — every dollar had to convert.

    Baseline Metrics

    5.2x

    Average ROAS

    $284

    CAC

    $1,500

    AOV

    $3,837

    Monthly Spend

    Strategy & Execution

    Intent-Based Paid Structure

    • Meta prospecting + retargeting
    • Google Search + Performance Max
    • Non-branded high-intent keyword targeting

    Creative Testing Framework

    • Product demo creative
    • Talking-head credibility ads
    • Lifestyle positioning
    • Removed engagement-heavy, low-intent creative

    Offer Optimization

    • $500 discount positioning
    • Urgency-driven BFCM messaging
    • Budget protected and reallocated in real time

    Black Friday Cyber Monday Performance Results

    Validated high-intent demand during a single campaign window.

    16

    Purchases

    16x

    Blended ROAS

    $16,000

    Revenue

    $62.50

    Cost Per Conversion

    Paid Media Performance Breakdown

    Google Performance

    $6,000

    Revenue

    $200

    Ad Spend

    30x

    ROAS

    6

    Conversions

    $33.33

    Cost Per Conversion

    17.31%

    CTR

    Meta Performance

    $10,000

    Revenue

    $800

    Ad Spend

    12.5x

    ROAS

    10

    Conversions

    $60

    Cost Per Conversion

    2%

    CTR

    What Drove 16x ROAS

    Intent filtering over engagement.

    High-ticket urgency matched with high-intent search.

    Budget protection during short window.

    Creative aligned to purchase stage.

    Ready to Launch a High-Efficiency Paid Media Campaign?

    Square Digital helps high-ticket ecommerce brands maximize revenue during critical sales windows.

    Let's Start a Conversation

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