Halden & Rowe · Digital · Media
Approved the Easter paid-social burst on garden intent audiences.
Cleared 71% of the modelled overhang without touching price. Repeat play for bank-holiday windows going forward.
Context
What was in the room.
The source recommendation and the situation as it was understood at the moment of decision. Frozen — this is what the decision was actually made on.
Source · Standalone
Early garden overhang with two weeks of media runway.
Digital · Media
Redirect £22k of March budget into a garden-intent audience burst for the ten days leading to Easter.
Rationale
Why it was decided.
The accountable owner's reasoning for the verdict. One paragraph; the record of judgement, not a defence of it.
Preferred the paid-media route to protect full-price integrity ahead of the mid-season reset. Cash risk was small enough to trial as a single window.
Evidence at time of decision
What Ana was reading.
The signals in play when the decision was taken. Preserved so the decision can be judged on the information it was made on, not on hindsight.
Category cover
11.4 weeks
vs 6-week target
Full-price sell-through
62%
of plan
Prior burst benchmark
0.9× ROAS
on the same audience
Budget available
£22k in March
Days to Easter
10
Accountable owner
James Whitfield
Head of Digital
Collaborators
- Aoife Callaghan · Head of Customer
Outcome
Expected vs actual.
The number Ana modelled against the number that actually landed. Variance is shown honestly — ahead, in line, or behind expectation.
Expected
£145K
full-price revenue captured · ten-day burst
Methodology
£22k spend × modelled 1.1× ROAS × basket uplift on garden category, held at prior sell-through.
Actual
Ahead of expectation by 12%
£162K
Cleared 71% of the modelled overhang; ROAS landed at 1.24× against the modelled 1.1×.
Measured Fri 4 Apr
What Ana learned
The lesson, in one paragraph.
The pattern Ana takes from this decision into the rest of the organisation's memory.
The lesson
Garden-intent audiences underperformed the sitewide benchmark historically because the budget was spread thin. Concentrated ten-day windows lift ROAS meaningfully — the pattern held for two consecutive bank-holiday tests.
Applied from now on
Overhang prompts with a bank-holiday runway will now surface paid-media as a first-class alternative to markdown, with the expected ROAS band and the days-to-holiday cutoff.