Client: EnviroSystems
Industry: Agricultural & Environmental Products
Services Provided: Black Friday campaign planning, creative, paid ads and support
As a longstanding partner of EnviroSystems, we know just how seasonal and timing-sensitive their business is. With Black Friday becoming increasingly competitive — even in the agricultural sector — 2025 was the perfect opportunity to go bigger, sharper, and smarter than ever before.
We worked closely with the EnviroSystems team to craft a strategy that didn’t just drive clicks, but drove orders, grew loyalty, and boosted brand impact. The results? Their best Black Friday performance to date — with growth across almost every key metric.
What We Did
1. Planning the Perfect Black Friday Strategy
Preparation started early. We helped map out every stage of the funnel — from teasing early demand to maximising urgency during the sales period. That included advising on offer structure, messaging tone, and channel strategy for both new and existing customers.
2. Creative & Ads Management
We took full ownership of the ad strategy and execution across both Facebook and Google, ensuring EnviroSystems’ products appeared where and when they mattered most. Every part of the ad journey was tailored to the nuances of their audience — from awareness-building to conversion-focused remarketing.
Creative Production:
We developed platform-specific creatives designed to capture attention and resonate with both new and returning customers. From static product imagery to carousel ads and copy variations, each asset was built with performance in mind, with visual appeal and clear calls to action.
Campaign Structure:
Rather than spreading the budget across too many campaigns, we consolidated efforts to give each campaign enough scale and learning time. This allowed the algorithms to optimise more efficiently, increasing cost-effectiveness and return on ad spend.
Live Management & Optimisation:
Once live, campaigns were actively managed throughout the entire Black Friday period. This included:
- Refining audience segments for more effective remarketing
- Pausing underperforming ads and reallocating spend to high-performing assets
- Monitoring key performance metrics daily, including CPA, CTR, ROAS, and frequency
- Swapping in fresh creatives where necessary to combat ad fatigue and maintain momentum
This hands-on approach ensured that EnviroSystems didn’t just reach a wider audience — they reached the right audience, with the right message, at the right time. The result was a campaign that delivered more orders, more efficiency, and a stronger overall return.
The Results
Total orders increased by 41.5% year-on-year
Total bags sold rose by 31.7%
Revenue jumped by 32.5%
Repeat customer orders increased by 66.7%
Website orders grew by an incredible 350%
Across Facebook and Google combined, the campaign achieved:
- Conversion Rate up 208.8%
- ROAS significantly improved
- CPA reduced by more than half
And all of this came from a combined ad spend of just over £2,700, the results were far beyond expectation proving once again that smart strategy is the way to go.
Why It Worked
This Black Friday campaign wasn’t just successful because of strong creative or well-structured ads — it worked because every part of the strategy was joined up, aligned with clear goals, and rooted in real customer understanding.
We planned early — and adapted fast:
Preparation started weeks in advance, allowing us to build out solid foundations with enough time to test and refine. But we also stayed agile, making real-time adjustments based on performance, stock levels, and customer behaviour as the campaign progressed. That balance between forward planning and responsive optimisation made all the difference.
We created assets that connected — and converted:
The creative was built with the end customer in mind. From the visuals to the copy, every element was crafted to clearly communicate value and drive action. As results came in, we continued to evolve the creative to maintain momentum and avoid fatigue — keeping
We never lost sight of the customer:
At every stage — from offer design to ad placement — we thought about what the customer needed. What would make them act? What might hold them back? This mindset allowed us to build a campaign that felt relevant, valuable, and easy to engage with.
In short: it worked because it was more than a campaign. It was a well-rounded, cross-functional effort that turned a peak sales period into a lasting win.
Final Thoughts
Black Friday isn’t just about slashing prices — it’s about seizing opportunity. For EnviroSystems, that meant shifting away from generic seasonal marketing and leaning into a targeted, data-led approach that focused on real customer behaviour and long-term brand value.
Together, we built a strategy that didn’t just deliver short-term wins, but created momentum that can carry into the months ahead. The campaign saw a 41.5% increase in total orders compared to the previous year, with product units sold up by 31.7%. Most notably, revenue rose by 32.5%, proving that smart structure and strong creative can have a significant impact — even without heavy discounting.
Our efforts to reconnect with existing customers paid off too, with repeat customer orders increasing by 66.7%. On the digital front, website orders jumped by an impressive 350%, and we achieved this while bringing the cost per lead down by 59.2% — making the campaign more efficient than ever.
Conversion rates improved dramatically as well, increasing by 208.8% across platforms, all while working with a total ad spend of under £830 — showing that you don’t need a huge budget to achieve huge results, just a smart strategy and the right support.
From the very first planning session to the final dispatches leaving the warehouse, we were proud to support EnviroSystems every step of the way.