Skip to main content
Contact Us

Resource Type: Case Studies

CASE STUDY

Bringing the Calm to Black Friday with Myprotein

The Black Friday period can be a chaotic time for businesses, as well as for customers. The frantic deals and flurry of comms can leave people feeling overwhelmed and can make cut-through difficult for brands.

 

More importantly, the right kind of cut-through, that delivers a pleasurable customer experience and builds brand affinity in a positive way. 

  1. Bringing the Calm to Black Friday with Myprotein
  2. The challenge
  3. The solution
  4. The results
Back to resources
Share this post
(opens in a new tab) (opens in a new tab)

The challenge

How to cut through across channels during the busiest shopping period of the year, whilst increasing brand affinity.

The solution

We leant into our understanding of the customer experience and UX, as well as the shopping context and cultural moment. We understood that cut-through doesn’t necessarily come from shouting the loudest, and that this wouldn’t help us stand out on Black Friday. We felt a customer-centric approach would help us stand out, by delivering on a genuinely pleasant and different Black Friday customer experience. Our expertise told us there was an opportunity for Myprotein to be the calm voice amidst the chaos.

We built our approach around personalisation and created a literal voice in Myprotein’s Deal Genius – the oracle of offers. This personified customer aid, with a relaxed demeanour and on-brand humour, gave guidance on the best deals available, creating a memorable, friendly and helpful shopping experience at the most stressful and depersonalised annual shopping moment. We built a digital-first experience, utilizing a mix of paid and organic social channels, including Instagram, Facebook, Tiktok, and Youtube. Shoppers could skip the hassle of sorting through endless deals from competing brands and just listen to their new Black Friday best friend.

The next part was to ensure maximum eyes would be on the correct link when the ad dropped. To this end, we used influencers to leverage and amplify our creative teasers and drive audiences to the YouTube link here a holding message confirmed the countdown was on and prepared people to return when the time came.

The results

With a budget of just £80k, we generated £90m of revenue during the cyber period, with the US experiencing its best month on record, up 38% YoY. Influencer activity generated 3.7 million views, while in-app sales across 18 locales reached a record high.

The campaign also saw a significant increase in app orders, up 32% YoY, and a whopping 36.88% increase in organic social engagement, resulting in over 7.23 million organic social views. On YouTube, the campaign garnered a staggering 8.7 million views, resulting in £1.42m in sales. The success of the campaign can be attributed to its ability to engage and resonate with the audience, delivering excellent ROI and driving sales across multiple channels and locations.