Approaching their second Black Friday, the goal was ambitious: double sales year-on-year. With no prior roadmap for how to run a Black Friday campaign, from when to start and how long to run it, to how to structure a compelling mix of offers that would keep audiences engaged (and buying) throughout the sale period. On top of that, they needed support developing high-impact video and static creative that could cut through the noise and perform at scale across paid channels (Meta, TikTok and Google).

By building a strategic, month-long promotional plan, Pulp played a key role in the success of Clean Like A Pro’s BFCM period. While Black Friday offers ran throughout the sale window, evergreen campaigns were optimised in parallel to protect performance and capture high-intent demand. Paired with carefully briefed, high-impact creative and controlled scaling, this approach allowed spend to increase confidently throughout the campaign, all while maintaining consistent profitability.