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Jocelyn from Pilothouse breaks down how their team stays aggressive, adapts fast, and helps clients scale efficiently—even on the actual day of Black Friday.

For media buyers and growth teams optimizing in real-time...

What to do when your CPMs and CACs spike day-of
Why legacy evergreen might outperform your BFCM creative
The one Canva trick Jocelyn uses to refresh high-cost ads fast
What Rebuy is and how it helped one brand double YoY revenue
How Pilothouse pushes Meta’s algorithm before it catches trend shifts

Who this is for: DTC brands, marketers, and performance teams deep in BFCM trench warfare

What to steal:

Canva border hack to make organic product shots pop for BFCM
Simplify site UX: static banners, one clear offer, above-the-fold CTA
Don’t trust one dashboard—use the data triangle: Shopify, Meta, Triple Whale

Timestamps

00:00 Black Friday PPC shifts and customer acquisition

02:05 Scrappy creatives that cut CPMs and boost conversions

04:20 Top of funnel focus and new customer strategies

06:30 Website optimizations to increase conversion rate today

08:50 How one brand hit 100 percent year over year growth

11:10 Dealing with delayed attribution and platform discrepancies

13:15 How Rebuy boosts AOV and top line revenue

15:20 Guiding the algorithm and deep audience persona testing

17:35 Wellness category trends and emerging demo shifts

18:55 Healthier on-platform metrics through segmentation

Hashtags

#dtcpodcast #blackfridaymarketing #ecommercetips #pilothouse #metaads #googleads #paidmedia #shopifybrands #rebuy #conversionrateoptimization #ecomstrategy #digitalmarketingtips

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Ep 563: 3 Moves to Win Black Friday While It’s Happening (Pilothouse Playbook)

DTC Podcast