How can a retailer ensure their Cyber Monday promotions are up to snuff? Practice in July.

That’s exactly what Chubbies Shorts, an online retailer of menswear, did this summer. The mission of Chubbies Shorts, according to Chubbies’ marketing guru Andrew Zappala, is to “make guys lives better by giving them shorts they can go have epic lives in.” Chubbies views its customers as an extension of its marketing department and tries to provide them with ways to share their purchases so they increase Chubbies’ reach.

Extending the brand’s reach, as well as gaining new customers, was the goal behind Chubbies’ Cyber Monday-inspired promotion called “Fourth of Julyber Monday.” The day before, the company used retargeting platform AdRoll to send out messages encouraging customers to visit the Cubbies web site the next day for a chance to win one of 12 gifts being handed out each hour. “We didn’t release the gift schedule, they had to revisit the site,” Zappala says.

The sale garnered a conversion rate 4.6 times higher than Chubbies’ average conversion rate. The advertising and marketing associated with the campaign had a click-through rate 4.8 times higher than average. Overall, Chubbies estimates the return on investment for the entire sale was 35.5 times what the retailer put in. The retailer did not disclose its advertising spend. Chubbies estimates return on investment based on total sales.

Chubbies ran marketing campaigns on Facebook, both in the News Feed with sponsored posts and on the right-hand side with advertising. The Facebook campaigns had a return on investment of 15 times the ad spend. Chubbies also used social network Twitter to build the buzz surrounding the sale as it was happening. The cost per engagement on Twitter was 81% below industry benchmarks, while the Twitter engagement rate was 253% higher than industry benchmarks, Chubbies says.. Chubbies did not release specific figures. Chubbies has more than one million fans on Facebook and 98,000 followers on Twitter.

After seeing those results, Chubbies decided to run retargeted web ads as well. For example, if a consumer bounced off Chubbies’ home page, that consumer saw a branded static ad on another web page. Consumers who had a deeper engagement with the Chubbies site, such as abandoning a shopping cart, saw dynamic ads that displayed the products the consumer viewed or left in a shopping cart. That campaign increased 35% the return on investment for web ads.