The Context

The Black Friday period can be a chaotic time for businesses, as well as for customers. The frantic deals and flurry of offers can leave people feeling overwhelmed and can make cut-through difficult. We needed the right kind of cut-through, that delivers a pleasurable customer experience and builds brand affinity in a positive way.

Our Insight

We found there was "an opportunity for Myprotein: to be the calm voice amidst the chaos" and that cut-through doesn’t necessarily come from shouting the loudest. So we delivered a customer-centric approach that helped us stand out, by creating a calm, genuinely pleasant and different Black Friday. So we create a guru to guide you through the noise in a calm way.

The idea and execution

We built our approach around personalisation and created a literal voice in the form of 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. Our digital-first approach utilized 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.

Results