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Vets Now is the leading out-of-hours veterinary service in the UK. They are on hand to deal with all sorts of pets out-of-hours in locations across the country, aiming to provide a rapid and effective service when animals suffer illness or injury outside regular surgery hours.
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Press, Podcasts and new business pitches for Streets

Streets is a well-established and widely respected mid-tier, top 40 UK firm of Chartered Accountants, tax specialists and business advisors. With its Head Office in the Midlands, the practice has a network of offices across the UK, including a recently created dedicated media group working with media production companies, as well as those engaged with entertainment, influencers and gaming professionals.
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Home / Case Studies / Harnessing The Power Of Black Friday – Twisted Pendant

Harnessing The Power Of Black Friday – Twisted Pendant

Twisted Pendant is a UK-based brand specialising in premium men’s jewellery at reasonable prices. With a dedicated e-commerce site and ranges including Italian silver, micro chains, earrings, bracelets, rings and more, they’re ideal for those looking for on-trend and quality style without a sky-high price tag.

Design Social Strategy

Brief

Twisted pendant asked Distract to help promote their flash buy one get on free sale available site wide over Black Friday weekend and into the following Cyber Week. With the offer being competitive and providing excellent value for customers, Twisted Pendant and Distract saw this as an opportunity to reach more prospective customers as well as entice back previous purchasers. 

Approach

With Black Friday fast approaching, time was tight to get everything launched, so we assessed previous year’s performance, conducted competitor analysis and got to work.

Distract worked with Twisted Pendant’s design team to complete a set of focused ad visuals optimised for Meta and TikTok to capture audience attention and test new creative for future campaigns. 

For retargeting, we made use of existing social followers, and those who had added items to their basket or initiated a checkout action in recent months but had not necessarily purchased. For prospecting, we went heavy on the interest targeting around men’s fashion, accessories, and black friday with lookalike audiences added on to help find the best suited prospects. 

We added a good number of creative per audience to test visuals, learn more about what works for Twisted Pendant and inform their future campaigns. With optimisation throughout the duration, we focused the spend on those visuals with the highest CTR and conversion rates.

Our aim was to create a whole-range, whole-creative campaign which covered the majority of Twisted Pendants offering and allowed us to learn more about what converts new customers for the brand.

Results

As a result of our work, the campaign outperformed 2023 across the board. Meta purchases were up Y-o-Y by 800% with more than double the clicks and landing page views, plus there was a vastly improved conversion rate. On TikTok, things were much the same with more than 3x the amount of conversions and the cost per purchase down 76%.

Furthermore, with optimised copy and TikTok cards on other campaigns, we were able to improve results over both platforms overall.

Our Thoughts

“Twisted Pendant is a client with their fingers on the pulse of their audience’s needs and desires. With this Black Friday offering, we all knew we had to make the most of the more-generous-than-usual offer to really drive new customer sales, so we’re thrilled we were able to introduce more than 50,000 new accounts to Twisted Pendant. We look forward to working with them in the future to drive more sales and reach new customers.” – Debbie Woodliffe – Paid Social Manager.

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12.5x

Y-O-Y increase in Meta revenue

420%

reduction in TikTok CPA

58k

more accounts reached

£0.22

Overall CPC

Our Thoughts

“Twisted Pendant is a client with their fingers on the pulse of their audience’s needs and desires. With this Black Friday offering, we all knew we had to make the most of the more-generous-than-usual offer to really drive new customer sales, so we’re thrilled we were able to introduce more than 50,000 new accounts to Twisted Pendant. We look forward to working with them in the future to drive more sales and reach new customers.” – Debbie Woodliffe – Paid Social Manager.

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