We helped Fibrus, one of the UK’s fastest-growing broadband companies, tackle the Black Friday frenzy – and earned some incredible results for our client.

The Ask:

So, Fibrus came to us with an exciting challenge. They wanted us to promote their 2022 Black Friday offer. Their goal: generate 1 million impressions and increase leads and sales from two distinct audiences.

The Challenge

This would be tough. Black Friday's an incredibly noisy time in the digital marketing space. Our campaign needed to be thoughtfully planned and produce real thumb-stopping ads.

We also needed to reach two distinct audiences: people who could potentially switch to Fibrus right away (sales) and people who were interested but couldn't access Fibrus in their area yet (pre-register leads).

Our Approach

The team got busy researching, planning, strategising, brainstorming and doodling, and produced a powerful social campaign with multiple strategic strands.

We mapped out the most persuasive messages for each audience, introduced hyperlocal postcode data targeting, optimised data forms for Facebook and Instagram, and crafted a series of captivating social ads.

For the ads, we used the brand’s mascot, Buffy the fish, but gave her tank an eye-catching 'black-out' makeover. We cut the lights in the tank and then illuminated it with amazing offers. It felt fresh and eye-catching while applying distinctive brand assets and carefully-crafted messaging.

When launch time came, we hit the go button then sat glued to the metrics…


Drumroll, please! With over 2.9 million total impressions in just one month, we undoubtedly exceeded the client’s expectations. The campaign also beat their targets for both sales and leads.

It delivered a jaw-dropping 63% higher click-through rate for the sales audience, compared to their previous Black Friday campaigns. And it even reduced the average cost-per-lead by 40%.

And that gave us all a bit of that Friday feeling!