Solmate Socks is an ecommerce and retail brand, selling beautifully crafted socks and apparel made in the United States. In addition, Solmate Socks constantly evaluates the social and environmental impacts of their decisions, and are proud to be part of a global movement of businesses working together for positive change. A highlight of our relationship with them has been the success of their 2020 Black Friday campaign.

The Results


Website Purchases


Website Purchases Conversion Value


Return on Ad Spend

Solmate warm socks on table

The Challenge

For Solmate’s 2020 Black Friday sale, their request of the Mad Fish team was to launch a PPC campaign that focused on increasing bottom of funnel transactions and sales/revenue YoY compared to previous Black Friday campaigns. The were looking to sell out older inventory to make space for 2021 new products. The Mad Fish team identified key platforms, budget recommendations, and overarching creative direction for all assets.

Our Approach

This is one of the biggest campaign pushes Solmate Socks does each year. We worked with Solmate to develop our paid strategy around this “Early Black Friday Sale” campaign. We created and launched a sprint campaign that included 109 ad variations across a series of paid media channels including Facebook, Instagram, Pinterest, Amazon and Google Ads. With a mix of innovative ad copy, keywords, audience targeting, and eye-catching ad creatives we were able to increase sales year-over-year.

Web Excellence Award

This project has been selected as The Excellence Award Winner.

The award of excellence is given only to those entrants whose ability to represent them as the best of the Web. With more than 950 entries from 35 countries worldwide, Web Excellence Awards aims to become one of the most prestigious web competitions accessible for everyone.

Project Highlights

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2,044 purchases from paid ads

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38 Facebook/ IG Ads

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8 Pinterest Ads

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4 Instastory Ads

Winning Strategy

This 2020 Black Friday campaign resulted in a 173.98% increase YoY in overall website purchases and a 234.84% increase in website purchase conversion value. The campaign also generated a 91.58% improvement on return on ad spend year over year. This Early Black Friday sale also resulted in the largest YoY growth for campaigns on social channels to date.

Solmate Pinterest ads mockup

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Services Implemented

  • Google Search Ads
  • Social Advertising
  • Amazon Advertising

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