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The Ultimate Black Friday Guide for e-Commerce

brought to you by Billo

Are you an e-commerce brand and Black Friday sounds like your personal idea of hell? 👀

The 2025 edition of the guide breaks down a phased Black Friday strategy designed for eCommerce brands in wellness, beauty, fitness, fashion, and beyond. You'll learn what to launch when, which ad formats are working now, and how to build performance-first campaigns from the ground up.

Crack the Ad Code 📕

New book release! 'Crack The Code: The Strategic Meta Ads Framework To Scale Your eCommerce Brand' by Aggie Meroni. This Amazon bestseller shares everything you need to know to scale your eCommerce brand with Meta ads, and the best part is, you need zero tech knowledge to do it! Get scaling today.

Legal Support for Startups 👩🏻‍🏫

Fran Spooner provides legal support to early-stage start-up founders and investors on corporate transactions, including fundraising and mergers. The team at Marriott Harrison offers additional legal services such as employment agreements, IP protection, and commercial contracts. Contact for an introductory call is available via email.

Your Ads Checklist for Q4 📝

Q4 is where marketing plans meet reality. Ad costs climb, competition gets noisier, and customers are pulled in every direction.

The brands that win are the ones that planned ahead, tested what works, and lined up creative that can scale without breaking the bank.

The team at Pilothouse shared this checklist to help you get your accounts ready and avoid costly slip-ups during the busiest shopping season of the year:

1. Lock in Your Offer – Finalise your calendar for BFCM and other seasonal promotions early.
2. Build a Creative Library – Prepare a mix of UGC, statics, video, and sale assets you can scale quickly.
3. Film Before November – Record both evergreen and BFCM-specific creative ahead of time so you can grow retargeting lists and email sign-ups before the rush.
4. Test & Identify Evergreen Winners – Establish your testing framework and know which creatives and angles will scale alongside promotional ads.
5. Grow Your Email List – Run lead generation campaigns with messaging such as “VIP early access” to build warm audiences.
6. Align Paid & Owned Channels – Sync messaging across ads, email, and other owned media for consistency.
7. Plan for Holiday Messaging – Transition smoothly from BFCM to festive and shipping cut-off creative.
8. Pre-Build Campaigns – Schedule campaigns in advance so they clear Meta’s review process before launch.

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Bonus tip: have you checked it all works tip top? Add a back-up card before the season kicks off don’t risk account downtime in the middle of Cyber Week.

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Want more ideas? Full list available in our all-access pass: become a marketing rebel!

Happening today

Mastering Meta Ad Funnels That Work 📅

06/10/2025 4:00 PM (GMT+1)

Stop running one-off ads and start building ad journeys that actually convert. In this conversation, we’ll ask paid social strategist Aggie Meroni how to create a multi-step Meta ad funnel that moves your audience from first glance to final purchase.

Women's Aid's Fashion Spread With a Twist 🏫

In Grazia, Women’s Aid ran a powerful print ad disguised as a fashion feature. But the styling credits reveal the truth: every item, even self-doubt, is “by model’s partner.” A haunting way to visualise coercive control, and how deeply it can infiltrate someone’s identity.

What marketers can learn:

Disrupt expectations using familiar formats. This campaign proves that flipping a known layout can create space for uncomfortable truths.

More resources for you

• ✍️ Canva Marketing Proposal: Access Here
• 🧰 Link Building Database: Access Here
• 🆓 Podcast Opportunities List: Access Here

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Did you know you can access all of our courses and templates with our all-access pass?​

Ready to make some magic together?

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