Who Is Elijah: Black Friday, Scaled Right
Black Friday, Scaled Right
How Ecom Nation helped Who Is Elijah turn Black Friday into a high-performance paid social moment — delivering 7× ROAS, a +39% lift in AOV, and +18% new customer growth.
PROJECT OVERVIEW
Who Is Elijah is an Australian fragrance brand built around a bold, gender-neutral identity — handcrafted, vegan perfumes designed for a Gen Z and Millennial audience that cares as much about values as it does about scent. The brand had developed strong organic traction and a loyal community, but had yet to unlock paid social as a scalable acquisition channel. With Black Friday approaching — the highest-stakes sales window in the calendar — Ecom Nation was engaged to build and execute a performance marketing strategy that could convert brand awareness into real revenue at scale.
CHALLENGE & OBJECTIVES
Who Is Elijah already had strong brand storytelling and organic traction, but lacked a paid social engine capable of turning visibility into volume. The core challenge was making paid social a reliable, profitable acquisition lever during the Black Friday and end-of-year rush — without undermining the brand's premium identity or inflating customer acquisition costs. The objective was to scale spend efficiently across Meta and TikTok, lift average order value, and grow the new customer base, all while maintaining the brand's distinctive creative voice.
STRATEGY & APPROACH
Meta & TikTok as Dual Acquisition Channels
Ran coordinated paid campaigns across Meta and TikTok, leveraging each platform's strengths — Meta for retargeting and conversion efficiency, TikTok for upper-funnel reach and brand-native creative that resonated with the target audience.
TikTok Spark Ads & Native Creative
Amplified creator and brand content through TikTok Spark Ads, allowing organic-style videos to run as paid placements — preserving the brand's authentic feel while scaling reach during the Black Friday window.
Catalog Ads & Product-Level Conversion
Deployed dynamic product catalog ads to link storytelling directly to shoppable experiences, driving efficient product-level conversions and supporting higher average order values.
Audience Precision & Funnel Alignment
Layered interest targeting, behavioural signals, and retargeting sequences to reach audiences predisposed to fragrance, lifestyle, and green beauty. Creative and messaging were aligned across paid, email, and organic touchpoints to reduce friction and reinforce brand signals throughout the funnel.
RESULTS & IMPACT
Over the Black Friday and end-of-year period, Who Is Elijah achieved a 7× blended ROAS across paid media, a +39% year-on-year increase in average order value, and +18% growth in new customers acquired — demonstrating that a premium fragrance brand could scale paid social efficiently without sacrificing brand integrity or margin.
Takeaway: Who Is Elijah proves that Black Friday doesn't have to mean discounting your brand. With the right paid social strategy, a clear creative direction, and full-funnel coordination, high-consideration DTC brands can use peak sales periods to grow both revenue and brand equity simultaneously.
Black Friday & beyond — paid media performance for Who Is Elijah
Paid Media Blended
YoY Growth
Acquired
“Black Friday is so much more than just a discount. The team at Ecom Nation have been incredible for us as we worked through brand identity, sale planning, how to stand out on the platform.
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