Category: Sexy costumes
Brand overview
Foreplay is a bold, fashion-forward e-commerce brand specialising in trendy lingerie, costumes, exclusive swimwear, and stylish women’s apparel. The brand caters to women who love to express their style with confidence and flair.
With a strong focus on seasonal trends and festival collections, Foreplay is known for its standout outfits that peak in demand during Halloween. The brand’s sales rely on attracting attention and converting shoppers during the October rush. To achieve this, Foreplay partnered with eStore Factory. The aim was to increase visibility, improve ad performance, and turn the Halloween boost into strong sales for the rest of Q4.
Challenge
In September, Foreplay’s sales were steady but not fully optimised for the upcoming Q4 shopping period. Key challenges included:
Ad budgets were spread across too many low-performing keywords.
Click costs were rising, but sales weren’t increasing at the same pace.
Missed opportunities to rank for important seasonal keywords.
Inefficient ad spend, resulting in a high ACoS of 8.04%.
The goal was to quickly enhance ad performance before Halloween and set a strong foundation for continued sales through Black Friday, Cyber Monday, and the rest of the Q4 holiday season.
Our approach
Week 1: Audit & campaign restructure
Conducted a full audit of active campaigns, reviewing keyword ROI, placements, and wasted spend.
Reorganised campaigns into focused groups (brand, category, and high-performing non-brand keywords).
Updated listings to align with Halloween-focused keywords, improving organic visibility.
Week 2: Strategic bidding & keyword optimisation
Introduced daily bid adjustments to capture top-performing placements during high-traffic periods.
Added negative keywords to block irrelevant searches and reduce wasted spend.
Focused on high-converting keywords like “sexy Halloween costumes” and “couple costumes for parties.”
Monitored CTR and conversion trends to shift spend to the best-performing campaigns.
Week 3: Budget reallocation & seasonal boost
Moved budget from low-CTR campaigns to high-performing ad groups to drive better ROI.
Increased daily budgets on hero campaigns to maintain consistent sales.
Applied pricing strategies aligned with Halloween promotions.
Optimised ad scheduling for weekend spikes and evening browsing hours.
Week 4: Maintain & grow peak performance
Doubled investment in top-selling SKUs and secured top-of-search placements throughout the festive week.
Fine-tuned campaign pacing to prevent budget caps during high-traffic days.
Balanced scaling with controlled ACoS to maximise reach without affecting profitability.
Continuous monitoring ensured inventory availability and kept campaigns fully active during peak demand.
Results
Foreplay generated total sales of $322,499.97, which surged to $1,288,568.10 in October, representing a 299.6% increase.
Organic sales drove much of this growth, rising from $261,173.93 to $1,056,105.58, thanks to improved visibility and targeted keyword optimisation.
PPC sales also grew significantly, from $61,326.04 to $232,462.52, reflecting the impact of strategic budget reallocation, bid adjustments, and seasonal targeting.
ACoS improved from 8.04% to 6.29%, showing that campaigns became more cost-efficient while scaling revenue.
Q4 strategy for sustained growth
October’s growth wasn’t just a one-time Halloween spike. The strategies we implemented set a strong foundation for the rest of Q4:
Improved organic rankings kept the brand visible during Black Friday and Cyber Monday.
Optimised campaigns and negative keywords lowered ad costs while maintaining performance.
Winning campaigns became a repeatable strategy for faster Q4 promotions.
Better listings and higher CTR helped maintain steady sales even after Halloween.
