Woolroom wanted to maximise sales and stand apart from their competitors over the highly competitive Black Friday period.  

Despite strong brand awareness driven by our previous digital PR, Woolroom’s paid social activity wasn’t fully capitalising on peak-season demand. Competition was high, with audiences being hit with aggressive discounting across the market. 

The risk was clear. Without a more strategic, full-funnel approach, Woolroom would lose high-intent customers to competitors at the point of purchase.

We started by pressure-testing where value was being lost. Black Friday performance no longer hinges on a single week as audiences are primed months in advance. We knew that brands that wait until November are already behind. 

We analysed seasonal trends, audience behaviour and platform dynamics to shape our approach. This led to three key decisions: 

• Build demand early to reduce reliance on heavy discounting later  
• Segment audiences by intent to improve efficiency at each stage of the funnel  
• Optimise towards Cost Per Order and ROAS to unlock scalable spend  

By setting clear performance benchmarks early, we created a framework that allowed us to scale budget based on proven results rather than fixed limits.

We removed guesswork before the campaign even launched. From August, we ran structured A/B testing across formats including carousels, video, statics and UGC. This allowed us to identify which creative and messaging were most likely to convert before peak spend began. 

We paired this with ongoing Meta platform insight, ensuring campaigns were aligned with how the auction prioritises delivery. By leaning into video and Advantage+ shopping campaigns, we strengthened signal quality and improved conversion efficiency. 

Our full-funnel structure was designed to meet users at the right moment: 

• Catch: teaser-led creative to build early awareness and intent  
• Convince: targeted messaging driving high-intent traffic to optimised landing pages  
• Convert: conversion-led ads designed to close both new and returning users  

Creative was continuously refreshed to maintain performance, while email capture and retargeting ensured no high-intent user was lost.

With controlled, scalable growth during Woolroom’s most important trading period, the campaign: 

By building demand early and converting it efficiently at scale, we transformed paid social from a support channel into a primary revenue driver. 

The campaign’s performance was recognised with shortlistings at the UK Search Awards 2025, Northern Digital Awards 2025, and CIPR Midlands Awards 2026.