(1).png)
JOSH V
JOSH V
JOSH V
JOSH V
JOSH V
JOSH V
JOSH V is a leading fashion label, founded in 2011. The brand deliberately bridges the gap between high-end and accessible fashion, with empowerment, timeless elegance, and everlasting products at its core. JOSH V is available in 14 countries, through 200 Dutch and 500 international partner stores, and in its own brand stores in Laren, Den Bosch and Arnhem, alongside online channels.
The challenge
JOSH V is strong both online and in physical retail. That means: broad presence, but also retailer agreements that don't always allow for a long, e-commerce-style Black Friday sale. In 2025, JOSH V had to make it work with just one day of Black Friday. One day sounds simple in practice, it means everything has to be right: - all assets, campaigns, and budget logic must be set up in advance - no room for iteration "on the fly" - and a tight line between the internal marketing team and the agency is not a nice-to-have, but a prerequisite.
Our approach
We treated the day as a controlled operation. The preparation was the work. We based our starting budget on JOSH V's sales targets, leaving room to scale up in a controlled way once we saw positive signals during the day. Because Meta can be overloaded on Black Friday, with changes processing slowly and delivery reacting unpredictably, we pre-loaded all campaigns days in advance to minimize the risk of delays or sudden bugs at launch. Since JOSH V had to switch the website manually, we couldn't rely on a fixed start time either. Instead, we built the go-live around a clear "green light" moment from their internal team. A backup campaign stood ready alongside the main setup, so that any delivery bugs or processing issues could be absorbed without having to rebuild everything from scratch during the peak. Because CMS revenue data in Meta comes in with a delay, we stayed in close contact with the internal team throughout the day. That let us apply surf scaling based on real-time business signals, accelerating whenever demand allowed.
The results
One day, one chance and you don't want any friction. With preparation and short lines, Black Friday 2025 delivered the following for JOSH V:
Revenue growth.
Generated in a single day, driven by flawless execution and real-time scaling.
Ad spend.
A lean budget that delivered outsized returns.
BFCM ads launched.
We launched 133 new BFCM ads in 24 hours.
Average ROAS.
Efficiency that held steady, even at peak volume.
Results Like This Aren't An Accident.
One Channel. Ten Years Of Experience Behind It.
An Extension Of Your Marketing Team.
