• by Les Luchter , March 4, 2026

Want to reach female shoppers? Have you tried to escalate revenues through Black Friday or Cyber Monday sales?

How about Super Bowl Sunday?

The latter proved the winning formula for Musely, a telehealth provider of dermatologic products and services, which ran a heavily promoted six-hour, 60%-off sale to garner its highest day of revenues ever, breaking its previous record by 20%.

“We've observed that many women are less focused on the game itself and more engaged in the social environment surrounding the Super Bowl, both in person and digitally,” CEO Jack Jia, who founded Musely in 2019, explains to Marketing Daily.  The core audience for the promotion, he notes, was women aged 30 to 60+, with a median age of approximately 45, “which aligns with our broader patient base.”

The Super Bowl “is a high-volume social moment where women are gathering, sharing, texting, posting, and talking. That creates organic word-of-mouth amplification in real time. For female-focused health and wellness brands, it becomes a powerful cultural window where urgency, social proof, and community-driven sharing can drive outsized performance,” Jia says.

The idea for this year’s sale didn't come from out of the blue.

Musley had “examined broader industry trends regarding women’s social media engagement and digital activity during major cultural events, including the Super Bowl,” Jia says. The results “consistently show heightened social sharing and online interaction. We tested this hypothesis with a promotion during the 2025 Super Bowl and saw significant performance, which validated the behavioral insight in real time, and affirmed our decision to go even bigger in 2026.”

Going “even bigger” meant “teasing” the sale beginning the day before the Super Bowl, and then during the six-hour window (5 p.m. to 11 p.m .ET) itself, allocating “approximately two to three times our normal daily advertising budget across paid social, email, SMS, and performance channels.”

The result was traffic levels 10 to 20 times higher than typical, he says, with conversion rates up 300% to 400%.

The revenue record was set despite the high traffic causing Musely’s site to crash during half of the six-hour period.

The crash prompted an extension of the sale two days later, which Jia says also resulted in record revenues although “overall traffic did not reach Sunday’s volume, likely due to consumers being back at work.”

The ad creative, using football imagery, employed such terms as “Super 60,” “Our biggest sale ever” and” No fumbles. No replay, Game on.”  This, Jia says, “focused on ‘big game, bigger glow-up’ style positioning, tapping into the social energy of the event rather than the game itself.”

The idea was to “emphasize urgency, cultural relevance, and a short-duration, high-value offer.”

The entire campaign was handled in-house, and Jia says Musely plans“to strategically replicate and refine this model in the future.”