---
title: "Thirty Below : le plan de campagne pour la baskets d'hiver grand froid"
description: "Un plan de campagne de 14 semaines signé Portage Main pour lancer la première basket d'hiver conçue dans les Prairies, avec médias déclenchés par la météo et un budget de 412 000 CA$."
canonical: "https://pr-110.preview.formlio.com/fr/documents/winnipeg-proposition-de-plan-de-campagne"
locale: "fr"
type: "document"
lastModified: "2026-11-08"
alternates:
  en: "https://pr-110.preview.formlio.com/documents/winnipeg-marketing-campaign-plan.md"
---

# Thirty Below : le plan de campagne pour la baskets d'hiver grand froid

## Run the cold

### Run the cold.

*Campaign plan · Thirty Below*

Fourteen weeks to sell the first winter trainer built on the prairies. One thing needed from you: approve the media plan by Friday 30 July.

- Prepared by: Portage Main, Winnipeg
- In market: 18 Oct 2027 to 21 Jan 2028
- Decision: CA$412,000 media

*Frozen prairie river at blue hour*

*Portage Main*

## The plan in numbers

These are targets, set against your 14,300 pre-order list and the 2.0x ROAS from last winter's test. We don't guarantee them. We report against them every week.

### In market

**14 wk**

### Model 01 pairs target

**8,200**

### Blended ROAS target

**3.1x**

### Media, paid by you

**CA$412K**

## The idea

Everyone advertises winter gear when the calendar says so. We spend when the forecast in your city drops below minus twenty.

## Three flights

### Three flights, one trigger

A short seed, a loud launch, then spend that follows the weather across eleven cold-city markets.

### Seed: 4 to 15 October

*Black winter trainer standing on blue ice*

### Launch burst: 18 October to 12 November

*Snow crossing a beam of white light at night*

### Cold snap: 29 November to 21 January

*Frost crystals spreading across dark blue glass*

## Where the money goes

### Where the CA$412,000 goes

This is media only. Our signed fee of CA$168,750 sits outside these numbers, and the ad accounts stay in Thirty Below's name.

### Media by channel

| Label | Value |
| --- | --- |
| Paid social | 36 |
| Creators | 27 |
| Search and AI answers | 15 |
| Run clubs | 12 |
| Testing reserve | 10 |

### Media by flight

| Label | Value |
| --- | --- |
| Seed | 51800 |
| Launch burst | 188000 |
| Cold snap | 131000 |
| Reserve | 41200 |

## Schedule

### From approval to final report

Everything hangs off 30 July. Approve later and the shoot slips, because the cold chamber is booked for 9 August and has no other slot before September.

| Task | Start | End | Duration | Label |
| --- | --- | --- | --- | --- |
| Cold-chamber shoot and 24 vertical cuts | 2027-08-03 | 2027-08-20 | 5 days | Creative |
| Creator contracts and seeding, 60 runners | 2027-08-23 | 2027-09-17 | 5 days | Creative |
| Pre-order page and Klaviyo flows | 2027-09-20 | 2027-10-01 | 5 days | Seed |
| Seed flight | 2027-10-04 | 2027-10-15 | 5 days | Seed |
| Launch burst across paid social and creators, all eleven markets | 2027-10-18 | 2027-11-12 | 5 days | Launch |
| Geo holdout read, first incrementality result | 2027-11-15 | 2027-11-19 | 5 days | Launch |
| Creative refresh from holdout findings | 2027-11-22 | 2027-11-26 | 5 days | Cold snap |
| Weather-triggered flights, eleven markets | 2027-11-29 | 2028-01-21 | 5 days | Cold snap |
| Final report and LTV read | 2028-01-24 | 2028-01-28 | 5 days | Report |

## A week in market

### How a week runs in market

Same four beats for 14 weeks. You can see all of it on the live dashboard, and you only hear from us when a call is yours to make.

### 1. Monday: read the numbers

Blended ROAS, MER and CPA by market from Shopify and GA4, before anyone opens an ad account.

### 2. Tuesday: kill and scale

The weakest third of creative goes. The budget moves to what's working, inside the agreed flight.

### 3. Thursday: new cuts

Six fresh vertical variants a week from creator footage, each testing one hook.

### 4. Friday: one short note

What shipped, what moved, and any decision we need from Theo by Monday.

## Risks

### What could go wrong

Four things, stated now. Each one has an owner and a trigger, so nobody has to invent a response in November.

### A warm winter

If the prairies stay above minus twenty through December, the trigger barely fires. At that point we redeploy the cold snap budget to always-on and lower the pair target by about 1,400.

We'll make that call on 20 December, and it's your decision.

### Inventory runs out

The plan assumes 9,500 pairs landed by 1 October. A late container pushes the launch burst back with it, because we won't pay to advertise a sold-out size run.

Your ops lead confirms the landing date to us by 15 September.

### Creator claims about cold performance

Creators can say the shoe kept them warm. They can't quote temperature ratings unless your lab data supports them. Every brief includes approved wording, and we review all posts before paid amplification.

### Attribution disagrees with Shopify

Platform dashboards will claim more sales than you make. We report blended MER from Shopify as the number that counts, and we use the November geo holdout to check it. The attribution window stays at seven days.

## Approve the media plan

### Approve by Friday 30 July

That holds the 9 August cold chamber and the 18 October launch. If you don't approve by then, we lose the chamber and launch about four weeks later, with less of the winter to sell into.

### Prepared by

**Kira Bjornson**
Managing Partner, Portage Main

Exchange District, Winnipeg MB
kira@portagemain.ca

### For approval by

**Theo Lavallée**
Co-founder, Thirty Below

Call me if you'd move anything before you sign. I'd rather argue about it now than in week six.

### Approve the media plan

By confirming, you approve CA$412,000 of media across the three flights, billed to Thirty Below's own ad accounts between 4 October 2027 and 21 January 2028. The CA$41,200 reserve stays unspent until you release it. Our signed fee is unchanged.