All work
Mira Labs2025BFCM strategyEmail/SMSCRO
A $6M Black Friday for a skincare brand — planned in July
Mira Labs came to us in July needing a Black Friday plan that could stretch a lean team. We built the offer architecture, the email + SMS calendar, and the site experience — and ran the ads.
MI
Client
Mira Labs
Year
2025
Our role
BFCM offer strategyKlaviyo + Attentive automationSite experience & CROMeta + Google Ads
Results
$6.2M
BFCM revenue (Nov 14 – Dec 2)
3.9×
YoY BFCM growth
52%
email + SMS attribution
68k
new SMS subscribers acquired
The problem
A three-person marketing team, no dedicated BFCM playbook, and last year’s peak revenue days had crashed the site twice. Ambition: 3× last year without more headcount.
The approach
Locked the offer architecture in July: three tiers of savings, a gift-with-purchase, and an early access window for SMS subs. Built the automation in Klaviyo + Attentive, plus a site "peak mode" theme swap ready for Nov 24.
The outcome
$6.2M across the BFCM window — 3.9× YoY. Email + SMS drove 52% of attributed revenue. Zero site incidents.
Next case
Foldr