DTC Podcast Ep 571: How Pilothouse Cut BFCM CPMs With Smarter Creative (2025 Recap)
Dec 26, 2025
In this discussion, Grayson Rudzki, the Head of E-commerce at Pilothouse, shares insights on navigating BFCM 2025, highlighting the triumph of retention over acquisition. He delves into how AI transformed creative testing and workflows, producing significant efficiency. Grayson and Lead Strategist Abby reveal successful strategies, like persona-led advertising and diverse creative approaches that lowered CPMs. With real examples and cultural references, they emphasize the importance of authenticity in UGC to resonate with audiences, while also exploring innovative bundling tactics to enhance customer lifetime value.
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Clarity Wins Big During BFCM
- Brands that entered BFCM with clear visibility into channels, ROAS, and AOV outperformed those who reacted blindly.
- Triple Whale data showed top performers planned and tracked drivers of weekend performance in real time.
Retention Outperformed Pure Acquisition
- Retention and baseline recurring revenue determined who survived Q4 pressure more than one-off acquisition did.
- Brands with true emotional connections and triggered flows converted BFCM spend into sustainable revenue.
Use AI To Automate Data Work
- Use AI to analyze large datasets and surface trends quickly instead of manual spreadsheets.
- Reserve human time for strategy and creative ideation rather than routine data work.