A coordinated four-phase Black Friday across Meta, Google, and email — every send profitable, every channel on the same promo.

Background

House of Harlow is Nicole Richie's luxury jewelry brand. Strong identity, devoted social audience, and a product line built around statement pieces with a $400+ average order value. Before the Black Friday engagement, Meta ads were running but had stalled at a sub-1x ROAS, Google had no coordinated promotional layer, and the email program was sending generically rather than to a sales calendar. The brand had goodwill and traffic. The paid engine and the lifecycle layer were not pulling in the same direction.

Challenge

Three weeks until Black Friday. A baseline month where Meta produced $0.81 of revenue for every dollar spent. No unified offer running across paid and email. The biggest revenue window of the year was about to arrive, and the brand needed a coordinated plan that paired aggressive promotional cadence with premium positioning, so older inventory cleared at a discount and the newer collections and fine jewelry stayed protected at full price.

The Four-Phase Cadence

Noble Growth designed the Black Friday narrative as four discrete phases, each with its own promise, urgency hook, and creative slate. Every paid placement and every email send laid down on top of the same cadence and the same promo code, so a shopper saw the same story whether the ad caught them in Instagram, in a Google search, or in their inbox.

One Promo Code Across Every Channel

Meta carried the brand storytelling at the top of the funnel. Google caught the demand that Meta created. Email reactivated the existing list. All three pointed at the same edit, used the same urgency, and converted on the same code — so attribution stayed clean and the customer experience stayed coherent.

Premium Positioning Through a Sale

The discipline that made the campaign work as much as the promo. Three rules held the line on brand value while the sale ran:

• Discount the archive, protect the new. Only older collections went into the sale. The newer collections and the fine jewelry stayed full price, kept their premium positioning, and still drove full-price orders during the same window from shoppers the campaign brought to the site.
• Be explicit about what's included. Every ad, every email, and every landing module made the "select styles" framing clear. No bait-and-switch, no opaque "up to" claims without proof — trust compounds when the offer is honest.
• One sale a year. No promotional pulses before BFCM, no extensions or "we brought it back" sends after Cyber Monday closed. Customers learned the sale is a genuine annual moment, not a constant feature — which is why the urgency works.

Results

The coordinated plan landed before Black Friday and held through the recovery week. Meta climbed from a money-losing baseline to a 6x Black Friday week, with a peak day at nearly 26x ROAS and an 8x recovery week as retargeting and email compounded.

Window: November 1 to December 8, 2025. Baseline: October 1 to October 31, 2025.

Why It Works for Any Brand

The same playbook applies to any DTC brand running a major promotional window across paid and lifecycle channels:

• Plan the cadence in phases, not blasts. Each phase needs its own promise and urgency hook. Four phases keeps the offer fresh for repeat openers without retraining customers to expect the sale every week.
• One promo code, every channel. Meta creates demand, Google catches it, email reactivates the list. Sharing a code keeps the story coherent and makes the attribution legible in Shopify.
• Protect what you sell at full price. Discount only the inventory you actually want to clear. Keep newer and premium lines out of the sale — they sell at full price during the same window from the traffic the sale drives.
• One sale a year. Customers can only trust scarcity when the brand is disciplined enough to mean it. No mid-month pulses, no extensions.

Conclusion