DTC Podcast Ep 563: 3 Moves to Win Black Friday While It’s Happening (Pilothouse Playbook)
Nov 28, 2025
Jocelyn shares strategies for dominating Black Friday with real-time optimization tips. Learn how to adapt quickly when CPMs surge and why evergreen ads might outperform seasonal creatives. Discover a Canva hack to refresh ads and how one brand leveraged Rebuy to double its revenue year-over-year. The duo discusses optimizing website UX with clear offers and effective CTAs. Insights on audience persona testing and the importance of cross-platform data round out the conversation, making it a must-listen for marketers in the trenches.
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Quick Creative Patch For Spiking CPMs
- If CPMs and CACs spike on Black Friday, quickly create scrappy organic-looking creatives and push them into rotation.
- Jocelyn says adding a simple black border with “Black Friday” in Canva can scale purchases within hours.
Push Top-Of-Funnel During Peak Days
- Shift more paid spend to top-of-funnel on high-intent days and rely on retention channels to capture returning customers.
- Jocelyn reports moving ~75% of budget to top-funnel to find new-to-brand buyers during the peaks.
Simplify Site UX For Instant Conversions
- Simplify site UX for Black Friday: use a static, high-contrast banner and one clear offer.
- Move the header CTA above the fold on mobile/desktop to lift conversion rate immediately.