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.
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.
THG Studios' innovative approach and focus on the customer experience helped amplify the company's value during the busy sales period. By offering a more personalised and calming experience, Myprotein differentiated itself from the competition and made a significant impact during the busiest shopping period of the year.
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.
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