Own the Tentpole, Extend the Halo
Prime Day, Black Friday, Cyber Monday, and retailer-specific events like Ulta's 21 Days of Beauty aren't just sales events. They're brand-building moments that can reset your trajectory for months. At Stella Rising, we plan end-to-end tentpole strategies that maximize revenue and rank while creating momentum that lasts well beyond the event itself.
WHAT WE DO
Strategic Planning from Preheat to Post-Event Harvesting
Our tentpole planning covers every phase of the event lifecycle:
- Promo Mechanics & Pricing Strategy
Deal structures that drive volume without eroding long-term brand equity - Inventory & Supply Planning
Forecasting that prevents stock-outs during peak demand - Pre-Event Activation
Wishlisting campaigns, Store refreshes, creative upgrades, and PDP optimization - Day-of Command Center
Real-time pacing, bid and budget adjustments, targeting pivots, and creative swaps - Post-Event Retargeting
Capturing high-intent audiences (views, cart adds), promoting continuity SKUs, and driving Subscribe & Save conversions - Review Capture & Rank Lift
Capitalizing on newfound traffic to build long-term organic momentum - Executive Recap & Playbook Development
Post-mortem analysis that translates learnings into your next major event strategy
HOW WE WORK
Reverse-Engineer Success, Execute with Precision
We reverse-engineer your goals into a detailed timeline.
Preheat Phase: We align deal structures to margin and inventory capacity, refresh content to convert peak traffic, and build intent through Sponsored Ads and DSP campaigns that prime your audience before the event begins.
Event Days: We run an always-on cadence with hourly pacing reviews, bid and budget moves, audience refreshes, and rapid creative swaps to ride surges without overspending. Our team monitors performance in real time to capture every opportunity.
Post-Event Harvest: We retarget high-intent audiences who viewed or added to cart, promote subscription and repeat purchase options, and leverage the traffic spike to improve organic rank and review velocity.
Our goal? A profitable spike that sets a higher baseline instead of a one-day sugar high that erodes margins.
DELIVERABLES
Runbooks, Dashboards, and Strategic Playbooks
Expect a comprehensive tentpole runbook covering roles, timings, and contingency plans for every scenario. We provide a live dashboard pack designed for hourly check-ins during the event, giving you real-time visibility into performance and spend.
Post-event, you'll receive a detailed recap that quantifies performance, documents key learnings, and translates wins into your next major retail moment. We also deliver a content and promo checklist to ensure cross-functional teams stay aligned from planning through execution.
MEASUREMENT & OUTCOMES
Beyond Day-of Sales: Building Lasting Momentum
We measure tentpoles by more than sales on the day itself. Success metrics include rank lift on priority keywords, new-to-brand acquisition rate, halo revenue in the weeks following the event, review velocity, and inventory health.
Our aim is clear: create a profitable spike that elevates your baseline performance and positions your brand for sustained growth, not just a temporary bump.
Ready to Dominate Your Next Tentpole Event?
From Prime Day to Black Friday and every major retail moment in between, we build strategies that turn promotional peaks into long-term growth.