allSmart.gr x Sleed: Full-funnel strategy with measurable results

The case

allSmart.gr, the e-shop of Core Innovations (a member of the Motor Oil Group), offers over 55,000 tech, home, personal care, and automotive products - all eligible for rewards through the Shell GO+ program.
With strong competition across key categories, Black Friday represented a milestone period, aiming to increase market share and boost turnover by 25% compared to the previous year.

The challenge

The main challenge was to make allSmart.gr stand out in a highly competitive market dominated by strong, established retailers.
Our goal was to craft a strategy that would maximize the potential of digital channels, strengthen awareness and consideration, and deliver measurable performance results - maintaining a strong ROAS under intense competition.

Our approach

We developed a full-funnel strategy structured in two phases: Pre–Black Friday and Black Friday.

Pre–Black Friday:
We launched awareness campaigns on Meta & YouTube, combined with lead generation activations.

Black Friday Phase:

• Awareness: Meta Reach & Frequency campaigns (coverage up to 70%) and YouTube Masthead activations - CPM throughout the period and 100% SOV (CPH) on Black Friday day.

• Consideration: Meta & Demand Gen campaigns with a strong remarketing strategy and performance-oriented creatives.

• Performance: Advanced setup on Google & Meta Ads with hourly feed updates, Black Friday keyword strategy, countdown customizers, and dynamic retargeting templates.

The strategy was supported by Brand Lift and Search Lift Studies, validating the effectiveness of our multi-layered approach.

The outcomes

The campaign delivered impressive results across all stages of the funnel - from awareness to conversion.

Overall Black Friday period:
+62% Revenue, +53% Transactions, stable ROAS, and +19% increase in branded searches.

Black Friday weekend:
+185% total revenue and +273% on Black Friday day - surpassing all sales targets set for the period.

Upper funnel results:
24.3M impressions, 1.7M video views, and 54.5K lifted users from the Brand Lift Study.

This strategy proved that when awareness, consideration, and performance work seamlessly together, results go beyond expectations - turning allSmart.gr’s Black Friday into a true benchmark of success.

The campaign won GOLD at the Peak Performance Marketing Awards by BOUSSIAS (Category 4.6.2 – Best Black Friday Campaign) for its full-funnel, data-driven strategy and premium digital presence that achieved exceptional performance and awareness results.