Faith in Nature drives record Black Friday results through brand-led paid social strategy
Faith in Nature has recorded its strongest-ever Black Friday performance on paid social after rebalancing its approach towards brand-led performance marketing.
Ahead of the promotional period, the brand moved away from broad, reactive targeting in favour of a more deliberate, audience-led strategy designed to reach higher-intent consumers aligned with its sustainability values and product credentials. Rather than leaning solely on deep discounting, the revised approach prioritised brand storytelling and product efficacy alongside commercially compelling offers.
Running across Meta platforms, activity combined story-led creative with data-driven segmentation and real-time optimisation to drive efficient scale during a highly competitive trading window.
The strategy resulted in a 566% uplift in paid social revenue, a 133% increase in purchases, and a 122% rise in return on ad spend. Average order value increased by 12%, suggesting stronger basket composition alongside higher conversion volumes.
Laura Selby, managing partner and director of digital at IF., said the campaign demonstrated that performance marketing can “protect brand equity while still outperforming commercially”.
Jennifer Blease-Williams, digital marketing lead at Faith in Nature, said the approach enabled the brand to cut through a “noisy trading period” and deliver meaningful results at pace.
