The Context

Black Friday has become one of the most important commercial events in Brazil, with increasing consumer awareness and intent year over year.

The original brief from the founders was clear:

Build a campaign focused on recovering lost deals.

But this approach left a significant opportunity untapped.

The Challenge

Midway through planning and execution, a critical issue emerged:

Google Ads leads dropped by 35% (our main acquisition channel)

At the same time:

• The campaign scope was limited to bottom-of-funnel recovery
• No strategy existed to capture new or reactivated demand at scale

This created a high-risk scenario:

Relying on a declining channel, with a limited campaign scope, during the most important sales period of the year.

The Approach

Instead of doubling down on the original plan, I proposed a shift:

Expand the campaign beyond lost deals and leverage Black Friday as a full-funnel growth opportunity.

This meant, in terms of strategy:

• Moving from recovery-only → (broad reach) acquisition + re-engagement
• Building a multi-channel approach
• High-frequency touchpoints
• Strong creative consistency

The Strategic Pillars

1. Campaign Concept & Messaging

I led the development of the campaign’s central concept, ensuring it aligned with:

• Brazilian consumer expectations during Black Friday
• Urgency and deal-driven behavior
• Clear value communication

The goal: Make the campaign immediately recognizable and compelling

2. Visual Identity

Working closely with designers, I developed a cohesive visual identity:

• High-contrast, attention-grabbing design
• Consistent look across all channels
• Optimized for fast consumption

This ensured: Strong recall and cross-channel recognition.

3. High-Impact, Multi-Channel Growth Engine

To reduce dependency on a single channel and maximize reach, I implemented a diversified strategy:

Paid Media (Meta Ads): Targeted campaigns to drive traffic and conversions

Owned Media (Blog): Strategic banner placements to capture existing demand

SMS Marketing (New Channel): Despite initial skepticism, I introduced SMS into the strategy.

WhatsApp: I activated the WhatsApp channel by:

• Enabling sales reps to send crafted personalized messages + engaging images
• Turning outreach into a scalable campaign channel

Organic Social: 15+ creatives (images and short videos) to amplify reach

The Results

Despite a major drop in the primary acquisition channel, the campaign delivered:

• 2x revenue compared to a typical week
• 65% increase in Opportunities
• SMS channel achieving $14 ROI

Most importantly, the campaign outperformed expectations in a declining acquisition environment