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 Turning Point

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 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

Key Takeaways

1. Channel diversification reduces risk: Over-reliance on one channel can limit growth—and create vulnerability.

2. Black Friday is an attention opportunity—not just a conversion event: Winning requires visibility, not just offers.

3. New channels can outperform expectations: SMS and WhatsApp became key drivers when properly activated.

4. Sales + marketing integration accelerates results: Activating sales teams as distribution channels increases impact.

5. Strategic expansion beats tactical execution: The biggest win came from redefining the scope—not optimizing the plan.