Brand-led paid social delivers Faith in Nature's best Black Friday ever

Introduction

Faith in Nature is one of the UK's leading sustainable personal care brands. But heading into peak season, their paid social strategy was fatigued and their ad structure wasn't built for the way Meta's algorithm now rewards creative.

Problem

A Meta account that was underperforming — tired creative, outdated first-party data, and a campaign structure misaligned to how the platform distributes spend. Restructuring right before Black Friday risked knocking the account into learning phase at the worst possible moment.

Approach

We audited the account, the audience segmentation, and the brand's story. The positioning wasn't the problem — the delivery was. We consolidated ad structures for efficient spending across core awareness and shopping campaigns, and rebuilt targeting to prioritise new customer acquisition at volume while maintaining retention with existing shoppers.

"IF. moved quickly to take the reins and identify immediate opportunities. They struck a strong balance between brand and performance, helping us cut through a noisy trading period with work that delivered results straight away" — Jennifer Blease-Williams, Digital Marketing Lead, Faith in Nature

Solution

Brand-led creative developed in volume — diverse formats designed to stop the scroll and break through Black Friday noise. Every piece led with the brand story, not the discount. The creative was paired with data-driven audience segmentation and real-time optimisation. The account was managed daily through peak, with budget shifted toward the creative and audiences delivering the strongest return.

Results

122% increase in ROAS. 12% increase in average order value. 133% increase in purchases. 566% increase in revenue.

Impact

Faith in Nature's best Black Friday on record — proof that brand-first creative wins even in the most performance-focused trading periods.