Pairs Q4 Launch Plan

Your Q4 folder has 89 stills, 26 videos and 11 GIFs. This page sets out when each one goes live on Meta between now and 17 January, how we test them, and where we've moved something earlier than your plan to get sales in sooner. Sale ads and Build Your Drawer stay on hold as you asked.

Launch calendar

Each launch date, what goes live, the act it matches in your plan, and why it's timed that way. The codes match your Q4 ads sheet.

13 Octw/c Mon

Bed socks + new press quotes

Bed socksNew ideas

Your planBed socks are Act 2 (1 Nov). Press runs all quarter as evergreen.

Correct Grey alpaca bed socks are already the best seller, and last year bed sock ads were 4 of the top 10 from mid-October to mid-November. Press is the best type of ad in the account right now: one press ad takes 27% of spend. We test one image per publication to find its replacement. Alice's alpaca video is the first Pairs ad where someone speaks to camera.

19 OctMon · Act 1

Rethink your Basics

New ideas

Your planAct 1 opens. Rethink your Basics runs alongside the bundle.

Your Act 1 without the bundle. The two talking videos add more people speaking to camera, which the account has never had before this quarter. These need the neutrals page to link to.

23 OctFri

Men's strand goes live

Men's

Your planFor Him edit live. Men's push email.

Men are only 8% of ad spend today but buy at the same cost per purchase as women (£16.50 vs £17.06). Their own ad set, shown only to men until December, makes sure that budget reaches them. Oliver's two videos have no offer, so they can run now.

26 Octw/c Mon

Alice's story + customer reviews

New ideas

Your planContent moment, no offer (26 Oct).

"I started Pairs six years ago..." has no £30 offer in it, so it can run now even though it sits in the Build Your Drawer folder. Pairs has never put its founder on camera in an ad before.

1 NovSun · Act 2

Home by Six opens + brand ads

Bed socksNew ideas

Your planHome by Six on the homepage, cosy collection in the nav.

Bed socks get the No plans after six images when the homepage switches over. Brand ads go out last: brand-only ads in the autumn round barely spent, so they get the smallest slot.

GIF

Brand GIFs

10 NovTue

New ribbed merino

New ideasMen's

Your planRibbed merino launch, full price.

Goes out the day the product page goes live. The ribbed merino is part of the men's range from 10 Nov, so one version runs in Men's too.

12 NovThu

Christmas ads start, low spend

Gifting

Your planGifting is Act 4, from 2 Dec.

Pairs ran no Christmas ads at all last December, so we don't yet know which of these will win. Two to three weeks at low spend tells us before December gets expensive, and "Not just for Christmas" works before December.

20 NovFri · Act 3

Black Friday

Sale

Your planSubscriber early access 20 Nov, open to all 23 Nov, ends midnight 1 Dec.

Sale ads go out on your dates in their own ad set. The proven ads and bed socks keep running, and testing pauses while ads are expensive.

2 DecWed · Act 4

Gifting at full spend

GiftingMen's

Your planThe Original Gift. For Him edit push on 4 Dec.

The best Christmas ads from November take the budget. The spare versions of each image swap in as the first ones tire. Men's opens to all audiences, because in December the person buying is usually buying for him.

26 DecSat · Act 5

Boxing Day sale

SaleMen's

Your planUp to 40% off selected lines to 17 Jan.

Last January the Boxing Day sale ads did take the most spend, so here the sale leads. Men's switches to restocking, and the bamboo video comes back (bamboo did well in last January's sale).