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Resource Type: Case Studies

CASE STUDY

Bringing the Calm to Black Friday with Myprotein

The Black Friday period can be a chaotic time for businesses, as well as for customers. The frantic deals and flurry of comms can leave people feeling overwhelmed and can make cut-through difficult for brands.

More importantly, the right kind of cut-through, that delivers a pleasurable customer experience and builds brand affinity in a positive way. 

  1. Bringing the Calm to Black Friday with Myprotein
  2. The Challenge
  3. The Solution
  4. The Results
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Black Friday can be loud, chaotic, and overwhelming for both brands and shoppers. Amid the frenzy of flash sales and competing comms, Myprotein took a different approach.

Instead of shouting louder, they chose to stand out by slowing things down. With THG Commerce they delivered a calming, customer-first campaign that cut through the noise and drove record-breaking results, including:

  • £90M in revenue during the Cyber period
  • +38% year-on-year growth in the US – its best month on record
  • 8.7M YouTube views resulting in £1.42M sales
  • 32% increase in app orders year-on-year
  • 3.7M influencer views
  • 36.88% boost in organic social engagement 

The Challenge

Every brand wants to win during Black Friday, but with inboxes overflowing and screens saturated with ads, the real challenge is how you show up.

Myprotein set out to:

  • Drive multi-channel engagement
  • Deliver a positive and memorable customer experience
  • Increase brand affinity during the busiest shopping event of the year
     

The Solution

Rather than competing in the noise, Myprotein focused on user experience (UX), cultural context, and a deeper understanding of customer mindset.  The idea? Be the calm voice during the most chaotic retail moment of the year.

At the heart of the campaign was Deal Genius – a laid-back, on-brand persona who became the friendly oracle of offers. With relaxed charm and witty guidance, they helped customers cut through the clutter and discover Myprotein’s best deals, making shopping feel simple, personal and stress-free. 

The experience was built for digital, spanning Instagram, Facebook, TikTok, and YouTube, with both paid and organic activations. 

To amplify reach:

  • Influencers teased the launch across platforms
  • A YouTube holding page built hype with a countdown
  • The final drop drove traffic to a curated, streamlined shopping experience

Shoppers could skip the chaos and trust their Black Friday best friend: the Deal Genius.

The Results

With a modest budget of just £80K, the campaign delivered an incredible £90M in revenue during the Cyber period. In the US alone, Myprotein saw its best month on record, with sales up 38% year-over-year.. 
Influencer activity drove 3.7 million views, while in-app sales hit record highs across 18 global markets.

The campaign also achieved:

  • A 32% year-over-year increase in app orders 
  • A 36.88% surge in organic social engagement 
  • 7.23 million organic social views 
  • 8.7 million YouTube views, resulting in £1.42m in sales 

This performance underscores the campaign’s success in truly engaging audiences, delivering strong ROI, and driving multichannel growth across regions.

Myprotein’s Black Friday campaign proves that impact doesn’t always come from volume, sometimes it comes from empathy, clarity, and calm.

By putting the customer experience first and delivering an unexpected, human-centred campaign, Myprotein didn’t just sell products, they built loyalty and brand love in the most competitive week of the year.