What was the challenge the campaign sought to address, what platforms performed best, what are the SHC Digital team most proud of? SocialDay caught up with SHC Digital to learn more about this successful campaign:
In one of the most competitive trading moments of the year, SHC Digital was tasked with ensuring Gemporia's 2024 Black Friday campaign didn't just compete - it dominated.
Our challenge was simple but steep: stand out in a saturated retail market where every brand was shouting the same message. To succeed, we built a data-driven, insight-led, creative performance strategy that fused full-funnel marketing with platform-specific storytelling.
The result? Gemporia's most successful Black Friday in history - a campaign that elevated the brand's ecommerce performance, re-energised its customer base, and opened new frontiers in acquisition via emerging platforms like TikTok Shop.
This wasn't just a campaign about discounts alone. It was about using creativity and agility to redefine what performance marketing looks like in a high-pressure, high-stakes retail period.
The Challenge
Black Friday 2024 brought both challenge and opportunity.
Challenge: The retail media space was noisier than ever, with consumer attention fragmented across channels and brands competing fiercely for clicks and conversions. Simply being present wasn't enough.
Opportunity: By leveraging trend data, competitor analysis, and historical Gemporia performance, we saw an opening to reimagine Black Friday as an always-on journey rather than a one-weekend push. The goal: using insights to buid sustained engagement, not short-term spikes.
We identified that Gemporia's strongest growth potential lay in multi-platform precision - using creative diversity and agile budget shifts to drive both immediate sales and long-term audience loyalty.
The Strategy
Our strategy combined data intelligence, channel diversification, and real-time optimisation to ensure Gemporia stayed visible, relevant, and conversion-ready across every consumer touchpoint.
- Full-funnel, multi-channel focus: We executed a layered campaign across Google, Bing, Pinterest, TikTok, and Meta, using platform-specific creative and messaging tailored to each user mindset.
- Insight-led audience segmentation: We analysed historic performance data to identify Gemporia's high-value audiences and top-performing SKUs, informing where and when to invest.
- Phased rollout: Demand generation began in early November to build anticipation, peaking over Black Friday and Cyber Monday, followed by retargeting and shoppable video campaigns to sustain conversion momentum.
- TikTok Shop innovation: We launched Gemporia's debut TikTok Shop strategy, curating a dynamic selection of products for TikTok's shoppable ad formats and live streams - connecting the brand to an entirely new Gen-Z audience.
- Real-time optimisation: Daily performance monitoring allowed for dynamic budget reallocation across audiences and platforms. We doubled down on what worked, cut what didn't, and sustained peak performance across the entire four-week period.
This blend of creativity, data, and agility delivered a campaign that was consistently high-performing from awareness to purchase.
The Channels That Drove Success
Each platform had a distinct, strategic purpose:
- TikTok & TikTok Shop: The breakout success channel, driving rapid Gen-Z acquisition and conversion through shoppable video ads and live sessions.
- Meta (Facebook & Instagram): Delivered the strongest retargeting results via shoppable video and dynamic product ads.
- Google & Bing (Performance Max): Captured high-intent traffic efficiently and maximised conversions.
- Pinterest: Drove upper-funnel inspiration, particularly among lifestyle and gifting audiences.
This channel mix allowed Gemporia to meet consumers wherever they were - from inspiration to purchase - with consistent yet contextually relevant storytelling.
Results & Impact
The Gemporia 2024 Black Friday campaign set new records for the brand and redefined expectations for paid media performance:
- 131% year-on-year revenue increase.
- 81% uplift in average order value.
- 41% increase in transactions.
- Blended ROAS of 10 (vs target of 6).
- TikTok Shop CVR of 13.5%, matching Meta and Google performance.
Beyond the numbers, the campaign repositioned Gemporia as a truly omnichannel brand, expanded its customer base among younger audiences, and delivered a record-breaking retail moment that set a new internal benchmark.
We're proud that this campaign didn't just deliver results - it evolved Gemporia's entire approach to digital retail.
By blending storytelling with precision targeting, and venturing boldly into TikTok Shop, we transformed a typical Black Friday sale into a cross-platform, data-driven success story.
The team's agility and responsiveness - reallocating spend daily, testing and scaling creative on the fly - ensured we not only met goals but set new standards for efficiency and creativity in paid media.
What We Learned
This campaign taught us that the future of consumer marketing lies in adaptability and platform-specific storytelling.
Data-driven agility - monitoring results daily and pivoting instantly - made the difference between good performance and record-breaking success.
Experimenting with emerging channels like TikTok Shop can yield major returns when paired with clear strategy. And creative variety, built on audience insight, consistently outperforms "one-size-fits-all" content.
It reaffirmed that successful consumer campaigns need to feel both personal and platform-native - built for where the audience actually spends their time.
What's Next
Following the success of Black Friday 2024, SHC Digital and Gemporia are:
- Expanding TikTok Shop and shoppable video strategies as permanent acquisition channels.
- Building an always-on performance framework for year-round retail peaks.
- Continuing to refine real-time creative testing across Meta, Google, Pinterest, and emerging social commerce platforms
Looking ahead, we're excited to keep innovating at the intersection of creativity, commerce, and technology - turning every campaign into both a brand moment and measurable business success.