WORK

To establish themselves in New Zealand, Sweaty Betty needed a Black Friday campaign that could cut through peak retail noise and convert attention into action. The brief was to drive awareness and sales across digital and physical stores, while clearly positioning the brand during one of the most competitive moments of the year.

We created a bold, ownable creative platform that brought confidence and energy to the offer. Built around the concept “Black Friday, but make it Sweaty”, the campaign paired striking typography with dynamic imagery that shifted from monochrome to colour, creating visual momentum across every touchpoint. The concept was rolled out seamlessly across paid social, Google Performance Max, website placements and a phased EDM journey.

The results were immediate and substantial. Online revenue more than doubled year-on-year, with paid social delivering an 807% uplift in attributed revenue month-on-month. Email performance drove strong engagement and conversion with a 77.5% lift in revenue. The campaign also grew the new customer base by 44% and returning customers by 47%, successfully balancing scale, efficiency and brand presence at a critical retail moment.