Turning Seasonality Into Growth in Q4 with Holiday Creatives
What Brands Say About yellowHEAD
Working with us, in their own words, across strategy, execution, and growth.
yellowHEAD feels like a true partner, as a true extension of our team. They treat our brand and budget as if it were their own, bringing strategic thinking, disciplined testing, and clear communication. Despite rising CPMs, their promotional approach helped us improve the CP FTD month over month while increasing FTD volume across both PA and NJ, even bringing NJ below KPI in December. Their flexibility and proactive support made a real impact during a challenging season Working with yellowHEAD has been a true partnership. Their team brings strong expertise, clear communication, and proactive guidance, helping us navigate a highly competitive and regulated market while consistently improving performance year over year.
The Challenge
- Achieve KPI during the rising CPM’s of the end of year holidays
- Stardust NJ is normally more challenging; thus, the KPI is normally higher than the target.
The Approach
Creating promotional campaigns running with only holiday theme creative (Halloween / Christmas), while continuing running the BAU campaigns at a lower scale.
The Results
Q4 Overall Performance:
- Both Stardust PA and NJ show great Q4 2025 performance and a monthly improvement on CP FTD.
- While Stardust NJ is more challenging and normally above the KPI, in December we managed to bring the CP FTD below it.
- Here the numbers:
Stardust PA
- Q4 ended with an amazing CPFTD, 34% below the KPI
- 97% increase in FTD and 47% Drop in CPFTD from Oct to Dec 2025
- December 2025 ended with a CPFTD 47% lower than the KPI
Stardust NJ
- Q4 ended with a good CPFTD
- 80% increase in FTD and 24% Drop in CPFTD from Oct to Dec 2025
- December 2025 ended with a CPFTD 6% lower than the KPI
Promotional Campaigns – Holiday Themed:
The holiday theme campaigns drove better CPA and helped to maintain strong performance during the holiday season.
PA Promotional (Halloween) had 30% better CPA compared to BAU
NJ Promotional (Halloween) had 15% better CPA compared to BAU
Key Takeaways
Always run & test promotional campaigns especially during Q4 as CPM gets to its pick and its hard to maintain good results from BAU campaigns with rising CPI’s
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