From 24 to 30 November 2025, Miravella, a Tunisian food supplement brand, ran its “MEGA PROMO”: up to 50% off its products for one week. Anchor Agency managed the operation end to end, from preparation at D-20 to the last order: offer, store, content, Meta advertising, growth hacking and hour-by-hour monitoring.
This case study tells what we did, shows the real numbers (published with Miravella’s agreement) and gives you the method for your Black Friday 2026. It is written for every brand selling online in Tunisia that wants a profitable week, not a week of discounts it simply endures.
Shopify Analytics and Meta Ads Manager (7-day click, 1-day view), 24 to 30 November 2025. Figures published with Miravella’s agreement.
In short
- 20 days of preparation, from D-20 to D-day: products, offers and bundles, shoots, editing, visuals, website and a new Shopify store in 72 hours.
- A funnel ready before launch: warm-up campaigns (add to cart, views, engagement, site visits) to build warm audiences.
- The switch on 24 November: everything stops, sales campaigns start with Advantage+ Shopping (ASC+), brand new at Meta at the time.
- The founder on camera: two videos drove 85% of the purchases attributed to Meta.
- An offer built around margins: 20 to 40% off, up to 50% on bundles.
- Eight ads in total, plus “last 24 hours” ads for late buyers: the last day was the best.
The context: selling supplements during Black Friday
Black Friday is now part of Tunisian e-commerce. For one week, every brand shouts “sale” at the same time, ad costs rise and customers compare. For a health and wellness brand like Miravella, the challenge is twofold: sell a lot in a short time without damaging the trust built over the rest of the year.
Miravella sells online and in pharmacies, with ranges for beauty, sleep, energy, immunity and sport. We have worked with the brand since 2023 on strategy, content, advertising, influence and events. Black Friday 2025 was the chance to bring it all together in one week.
The timeline: from D-20 to D-day
- D-20 to D-1
Prepare everything
Product selection, offers and bundles, ad shoots, editing, visuals, website and offer updates, a new Shopify store in 72 hours.
- D-20 to D-1
Warm up the audience
Value content and campaigns for add to cart, video views, engagement and site visits.
- D-day, 24 November
The switch
All warm-up campaigns stop. Advantage+ Shopping (ASC+) sales campaigns go live.
- D1 to D6
Run the MEGA PROMO
Numbers reviewed every morning, budget moved to the most profitable ads.
- D7, 30 November
The last 24 hours
FOMO ads and retargeting for late buyers, then a clean stop at the announced time.
1. Twenty days to prepare everything
A successful Black Friday is decided before day one. In the twenty days before the MEGA PROMO, every building block was prepared in parallel:
- Products and offers: which items to feature, which bundles to build, which discounts to give based on each product’s margin.
- Shoots and editing: the founder videos, short cut-downs, the “last 24 hours” videos.
- Visuals: statics, carousels and banners, adapted to every placement.
- Website and offers: a new Shopify store, bundles online, banners for the week.
- Measurement: pixel and Conversions API checked, purchase events tested, tracking sheet ready.
On D-day, all that was left was to press the button.
2. A funnel ready before D-day
On launch day, the audiences were already warm. During preparation, we ran warm-up campaigns, each with a precise role in the funnel:
- Video views and engagement: introduce the products and the brand promise at low cost.
- Site visits: bring qualified traffic to the store and product pages.
- Add to cart: spot people already ready to buy.
At the same time, value content (tips, customer reviews, behind-the-scenes) put the brand in people’s minds. On 24 November, the sales campaign started with audiences that already knew Miravella, had visited the store or added a product to their cart.
3. A new Shopify store in 72 hours
Black Friday is won or lost at checkout. We chose Shopify over WordPress and set up a new store in 72 hours. Why?
- Speed: pages that load fast on mobile, even when traffic explodes.
- A proven checkout, simple and built for conversion.
- Stability during the peak: no plugin breaking, no server to watch.
- Live data: sales, orders and carts visible by the minute, to steer the ads accordingly.
On the last day, the store handled 3,637 sessions without a single incident.
4. The performance campaign: Advantage+ Shopping
At opening on 24 November, all warm-up campaigns stopped. In their place, an Advantage+ Shopping (ASC+) sales campaign, the Meta format that lets artificial intelligence find buyers, brand new at the time.
The structure was deliberately simple: a broad audience, the product catalogue and eight ads in total. No narrow targeting, no ad sets competing with each other: the algorithm gets the budget, the best creatives and the purchase signals gathered during the warm-up. Over the week, the MEGAPROMO campaigns delivered a ×6.4 return on ad spend.
5. A clear offer: discounts, bundles and limited stock
A good offer is understood in one second. The MEGA PROMO fitted in one sentence: “up to 50% off our products, from 24 to 30 November”. Discounts ranged from 20 to 40% on single products, and up to 50% on bundles of complementary products that raise the basket.
Announcing limited stock only helps if it is true. When items sold out, we said so: a “Sold out” visual became social proof and pushed undecided buyers to order what was left.
6. The founder on camera: the asset that carried everything
The most profitable decision of the week: having the founder announce the offer herself. Two short, simply shot videos in which she presents the sale in her own voice.
The numbers are clear. These two videos received about three quarters of the ad budget and generated 85% of the purchases attributed to Meta, with a return on ad spend of ×7.2. The first reached ×8.6, the second ×6.7.
Why does it work? Because a familiar face builds trust, especially for health products. Because video stops the thumb in a feed full of promotional visuals. And because a person speaking sells better than a flashing percentage.
7. One message, every format
Around the videos, the same message was adapted to every placement, at its true proportions: 4:5 for Facebook and Instagram feeds, square for carousels and the catalogue, 9:16 for Stories and Reels, a panoramic banner for the website.
4:5 Facebook and Instagram feed · 1:1 square, carousel · 9:16 Stories and Reels
Banner website header during the week · 1:1 “Sold out”, social proof
On Meta, each ad is then adapted automatically to every placement: feed, Stories, Reels, Explore, Marketplace.
8. The last 24 hours: FOMO that wakes up late buyers
Every Black Friday has its late buyers: people who saw the offer, added a product to their cart, and waited. For them, we launched “Last 24 hours” ads: visuals and short videos, plus a retargeting campaign aimed at visitors and abandoned carts.
The result: the last day was the best of the week. 122 orders, sales up 56% and orders up 77% on the day before, and up to 12 orders an hour in the evening, four times more than at the same hour the previous day. That single day accounts for about a fifth of the week’s sales.
Dreaming of 10 orders an hour? More than 120 orders a day?
Here is what it looks like on the store side. The screenshots below come straight from Miravella’s Shopify dashboard, published with its agreement. Customer names are blurred.
Book my Black Friday audit
Let’s prepare your Black Friday 2026
We take on a limited number of e-commerce brands for Black Friday 2026. Book a free 30-minute audit: we review your store, your offer and your ads, and you leave with an action plan.
- Audit of your store and checkout
- Offer, discounts and bundles to test based on your margins
- D-20 to D-day plan: content, warm-up, Advantage+
- Reply within 24 working hours, no commitment
The growth hacking strategy
Growth hacking means finding the levers that grow sales fast and at low cost. These are the ones that made the difference:
- Price anchoring: “up to 50% off” attracts, bundles raise the basket.
- A face rather than a visual: the founder sold more than all the visuals combined.
- Live social proof: limited stock announced, “sold out” shown when it was true.
- Warm audiences: the warm-up turned strangers into visitors, then into carts.
- Scheduled follow-up: the “last 24 hours” ads were ready before launch.
- Trust: the sale stopped at the announced time, not a minute later.
What the numbers taught us
- Human content beats promotional content. The founder’s two videos: 85% of the purchases attributed to Meta.
- Few ads, well chosen. Eight ads over the week were enough.
- Advantage+ works when you feed it. Strong creatives and warm audiences beat narrow targeting.
- The final peak is prepared. The last day costs more, but brings the most orders.
- The store matters as much as the ads. Without a fast, reliable checkout, the best targeting in the world is useless.
Pro tips: 8 rules for your Black Friday 2026
1. Stop your promotions at the announced date and time
Don’t be greedy. “Exceptionally” extending a sale you announced as over damages trust: your customers will remember it at your next “last day”. Urgency only works when it is real.
2. 20 to 40% off, up to 50% on bundles
Offer a 20 to 40% discount, and go up to 50% on bundled purchases. Customers buy more with each order: your overall acquisition cost drops, and so does your cost per purchase (CPA). You win. One essential condition: your product margin must exceed 50% to run this kind of promotion without losing money.
3. Small budget? Few ads
If your ad budget for Black Friday week is under 5,000 TND, 6 to 10 ads are enough. Beyond that, each ad gets too little budget to learn, and you dilute your chances. Focus on your best angles.
4. Prepare minds two to three weeks ahead
Before “black week”, share tips, educational content, customer reviews and behind-the-scenes. Add value, get attention, put your brand in your customers’ minds. They don’t know it yet, but you are preparing them to buy later.
5. Andromeda: creative is the new targeting
With Andromeda, Meta’s ad delivery system, the creative finds its audience more than the targeting options do. When the budget allows, prepare 20 to 30 ads with different angles: price, product benefit, social proof, founder, urgency, bundles. And follow rule no. 3 if your budget is tight.
6. Your stock must be ready
Nothing costs more than an ad sending people to a sold-out product. Take inventory, secure the featured items and plan what to show when an item runs out.
7. Your CRM must be ready
Orders, confirmations, follow-ups, deliveries: everything must be organised before the peak. Prepare your confirmation messages (WhatsApp, SMS, email) and your customer lists for retargeting and follow-ups.
8. Your team must be ready
Black Friday means extra hours: order confirmation, packing, customer service. Warn your team, organise schedules, and pay those hours. An exhausted team makes mistakes at the worst moment.
Full study (PDF)
Get the full study, with every figure
Budget, cost per purchase, return on ad spend day by day and ad by ad, Shopify and Meta screenshots, the D-20 method and pro tips: 9 pages in PDF (in French).
The Black Friday 2026 checklist
- D-20: goals, products, offer, discounts and bundles based on your margins, budget.
- D-20 to D-1: value content, customer reviews, behind-the-scenes, warm-up campaigns (views, engagement, visits, add to cart).
- D-15: shoot the founder video, edit, visuals and carousels for every format.
- D-7: store tested (speed, payment, delivery), pixel and Conversions API checked, offers online.
- D-3: stock checked, CRM and confirmation messages ready, team briefed.
- D-day: warm-up stopped, Advantage+ sales campaigns launched, hourly tracking.
- D6: “last 24 hours” ads and retargeting switched on.
- D7, on time: stop the sale, send a thank-you message.
Frequently asked questions
When should you start preparing for Black Friday?
At least three weeks ahead. At Miravella, all the preparation (offers, shoots, visuals, store, warm-up) fitted between D-20 and D-day.
Shopify or WordPress for selling during Black Friday?
Both can work. For Miravella, Shopify brought speed, a proven checkout and stability during the peak, set up in 72 hours. The right choice depends on your catalogue, payment methods and team.
What discount should you give?
20 to 40% on single products, up to 50% on bundles, provided your margin exceeds 50%. Otherwise, rely on bundles and gifts rather than discounts.
How many ads should you prepare?
It depends on the budget. Under 5,000 TND for the week, 6 to 10 ads. With a larger budget, 20 to 30 ads with different angles so the algorithm can find the winners.
Should you really show the founder?
If your brand has a face, yes. At Miravella, the founder’s two videos generated 85% of the purchases attributed to Meta. A simple, sincere video is enough.
What about your Black Friday 2026?
This method is not just for supplements. It works for beauty, fashion, home or food, as soon as you sell online. Places are limited: we only take on a small number of brands so we can manage every campaign day by day.
Book my Black Friday audit
Let’s prepare your Black Friday 2026
We take on a limited number of e-commerce brands for Black Friday 2026. Book a free 30-minute audit: we review your store, your offer and your ads, and you leave with an action plan.
- Audit of your store and checkout
- Offer, discounts and bundles to test based on your margins
- D-20 to D-day plan: content, warm-up, Advantage+
- Reply within 24 working hours, no commitment
