๐งฅ ๐ฆ๐ฒ๐ฎ๐๐ผ๐ป๐ฎ๐น ๐ฝ๐ฒ๐ฎ๐ธ๐ ๐ฎ๐ฟ๐ฒ๐ปโ๐ ๐๐๐ฟ๐ฎ๐๐ฒ๐ด๐: How a leading Canadian winterwear brand built performance beyond Q4
Q4 is noisy.
Promos, weather, gifting, and brand momentum collideโand every platform looks like a hero. But real marketing leaders ask: Whatโs actually moving the needle?
Thatโs what a leading Canadian winterwear brand wanted to know in Germany.
๐ง Before Acceler8 Labs:
– Ecom ROAS in Germany was lagging: 2.0 vs 2.8 global benchmark
– Retail lift wasnโt being captured in platform data
– Meta campaigns were standardized, not localized
– Seasonal spikes made attribution murky
They didnโt just want a better December. They wanted clarityโand a model for year-round efficiency.
๐ What we uncovered:
– Q4 lift wasnโt just seasonalโit was scalable
– Meta was quietly driving retail sales, uncredited
– Localized strategy beat global templates
– Incrementality > vanity metrics
๐จ Phase 1: Foundation
Ran MMM & Causal Impact to isolate Metaโs true lift
Controlled for temp, promos, email, inventory
Result: Baselines set (2.0 ecom, 3.0 total ROAS)
๐ฏ Phase 2: Precision
Optimized creative and spend to match German buying patterns
Regional targeting layered with weather triggers
Result: ROAS hit 3.5 in November alone
๐ Phase 3: Beyond the Bubble
Sustained pressure through Jan, not just Dec
Integrated retail + ecom impact modelling
Result: Total iROAS hit 6.39 in December, held steady at 4.01 into January
๐ Final Results:
๐ฆ $1.97M in incremental revenue
๐ฐ 113% increase in total iROAS
๐งพ 75% jump in ecom ROAS during peak
๐งญ Clear roadmap to scale in other seasonal markets
The lesson?
Donโt just win Q4. Build a system that explains itโand extends it.
4 Key strategies to beat the seasonal slump
After working with dozens of “seasonal” businesses, we’ve observed something interesting:
The most successful ones don’t accept seasonality as inevitable.
They engineer stability through deliberate strategy.
“Putting your eggs in one basket is never a good rule.” – Captain Obvious
The brands that maintain consistent growth throughout the year follow four distinct approaches:
First, they develop complementary product lines.
When sunscreen sales naturally dip in winter, they don’t just accept the decline. They develop and market moisturizers that address winter-specific skin concerns.
Second, they shift their marketing focus seasonally.
Instead of reducing ad spend during off-seasons, they redirect it to different messages, audiences, and value propositions aligned with current customer needs.
Third, they leverage creative bundling strategies.
By thoughtfully combining seasonal and non-seasonal products, they maintain average order values even as individual product demand fluctuates.
Fourth, they build recurring revenue streams.
Subscription models, loyalty programs, and service components create predictability that transcends seasonal patterns.
What’s most revealing is that these approaches succeed across vastly different industries:
An outdoor furniture brand that developed indoor accent pieces.
A holiday gift company that created “everyday occasion” offerings.
A summer beverage brand that introduced warm drink alternatives.
Seasonality in business is real. But its impact on your growth is more optional than most realize.
The question isn’t “How do we survive our slow season?”โฆIt’s “How do we eliminate the concept of a slow season entirely?”
If you’re a seasonal business, we’d love to talk to you and help. Book a call today and letโs build your business year round revenue.