The Paid Media Playbook for Q4

How Fashion & Beauty Brands Should Be Preparing Now

I’m guessing you’re here because you’ve either just finished a killer Q3 or you’re feeling a bit like a deer in the headlights, staring down the barrel of the last quarter of the year. It’s time to dive into The Paid Media Playbook for Q4: How Fashion & Beauty Brands Should Be Preparing Now.

And if you’re a D2C brand in fashion, beauty, jewellery, or wellness, you know what Q4 means. It’s not just a quarter. It’s the Super Bowl. It’s Christmas morning, Black Friday, and New Year’s Eve all rolled into one beautiful, chaotic mess.

This is when the big money is made. It’s also when everyone and their nan is throwing cash at paid ads. That’s why waiting until November to start planning is like trying to bake a Christmas cake on Christmas Eve. It’s just not going to work out, and you’ll end up with a messy, expensive disaster.

So, let’s get into it. This isn’t your average, jargon-heavy marketing lecture. This is your friendly, no-BS playbook to making sure your paid media strategy is on point for the festive season.

Step 1: Stop, Collaborate, and Listen

Remember that? It’s not just a Vanilla Ice lyric; it’s the golden rule for Q4 prep. Before you can look forward, you have to look back. Take a hard, honest look at your brand’s paid media performance from last year’s Q4.

Think of it like a post-match analysis.

Who was your star player? Which products were flying off the virtual shelves? If it was a limited-edition lipstick set or a specific necklace, make sure you have those ready to go.

What was the winning uniform? Which ad creatives, videos, carousels, or static images, had people smashing that “buy now” button? If it was a sparkly video of your new eyeshadow palette, you know what to double down on.

Where were the fans cheering the loudest? Was it on TikTok? Google? Pinterest? Figure out which channels gave you the best results, and get ready to treat them like the VIPs they are.

Taking the time to do this now will save you from making the same mistakes twice. And trust me, nobody wants that.

Step 2: Get Your House in Order

Picture this: your brand is the host of the biggest party of the year. You wouldn’t invite everyone over without cleaning up, would you?

This is the equivalent of cleaning up your ad accounts.

Audience spring cleaning: Are your audiences organised? Have you created a special list for people who abandoned their carts? What about those who bought from you last year? These people are your VIPs, and you need to have a special plan for them.

Landing page perfection: Does your website load faster than you can say “Cyber Monday deal”? Do your product pages have clear photos and easy-to-read descriptions? If they don’t, people will bounce faster than a tennis ball.

Creative assets: Do you have a mountain of fresh, new content ready to go? Think videos showing how to style your new winter collection or reels that demonstrate the perfect festive makeup look. The more creative content you have, the more you can test and the better your chances are of hitting the jackpot.

Step 3: Build Your Channel Strategy

Now for the fun part: picking your players. Q4 isn’t about throwing ads everywhere and hoping for the best. It’s about being smart and strategic.

Paid Social (Meta, TikTok, Pinterest): This is where you connect with your people. Use user-generated content (UGC) to show real customers loving your products. It’s like a five-star review, but way cooler. And don’t forget to get cozy with influencers. Working with a few micro-influencers can often get you more bang for your buck than one big name.

Google & Pinterest Ads: This is your sales funnel. You’ve got to be there when people are actively searching for things like “Christmas gifts for beauty lovers” or “winter wedding guest dress.” You’ll need to be willing to spend a bit more here because the competition is fierce. Think of it as paying to get a prime spot in the queue.

Email & SMS: These are your secret weapons. You’ve already got their details. Use this to your advantage! Send out early bird sales to your subscribers to make them feel special.

The Graygency Approach

Look, I get it. This is a lot. It’s like trying to juggle three different turkeys while also decorating the Christmas tree and making sure your weird uncle isn’t telling a questionable joke.

But the good news is, you don’t have to do it alone. At The Graygency, we live and breathe this stuff. We’re the friends who show up to help you with the grocery shopping before the party starts.

We’ll build the playbook, manage the campaigns, and make sure your Q4 isn’t just a success, it’s your best one yet.

Ready to get started? We are. Let’s make some magic.