#seasonality

2 notes tagged “seasonality”.

• Marketing moments — building Meta creative and email around a dated calendarCTC's principle that your best ROAS day is never evergreen — run time-bound "marketing moments" in their own campaigns (4-campaign default account structure), plan every email, SMS, site change and post a month ahead, and borrow cultural moments; Spiral Bible scaled Meta spend 4.4x May→August while ROAS rose 1.63→1.91, with moments taking 34% of spend at ~26% better efficiency.
• TikTok as a UA channel for apps — broad targeting, web-event campaigns and seasonal budgets (2022 view)Reflectly's 2022 TikTok playbook (Ryan Thorpe) — broad targeting, optimising a landing-page event instead of app installs (downloads at roughly half the price of CPI campaigns, by his estimate), skipping an MMP on a mostly-organic portfolio, concentrating spend in September/January, and Spark Ads with micro creators instead of big influencers. Dated — read with the 2025–26 caveats.