A jewelry brand is running a three-week Mother’s Day campaign targeting women ages 30–50, with a $500,000 budget to drive website traffic and sales for a new personalized, limited-edition collection. It wants to use past sales data and Mother’s Day trends, with special focus on spending in the final week before the holiday. What would be an effective budget allocation strategy for this campaign?

The correct option effectively allocates the budget by prioritizing video ads early to build awareness for the personalized collection, then uses static ads for broader interest, and critically, reserves a portion for retargeting. Retargeting is essential in the final week before Mother's Day to capture high-intent users who have already shown interest, aligning with the goal of focusing on spending in the final week. Other options are less effective because they either distribute the budget too evenly without considering the campaign's phased approach and the importance of retargeting, or they don't leverage different ad formats strategically for various stages of the customer journey and campaign timing.