IF. Drives Faith in Nature’s Best-Ever Black Friday Performance on Paid Social

​IF. has delivered Faith in Nature’s strongest Black Friday performance on paid social to date, following a strategic re-think rooted in brand storytelling and smarter audience targeting.

Ahead of Black Friday, IF. restructured Faith in Nature’s paid social approach, moving away from broad, reactive targeting to a more intentional, audience-led framework focused on high-intent, value-aligned consumers. This ensured brand storytelling reached those most likely to engage and convert.

In a category dominated by heavy discounting, IF. led with Faith in Nature’s purpose, product efficacy, and sustainability credentials—balancing immediate commercial impact with long-term brand value. The campaign ran across Meta, combining high-impact, story-led creative with data-driven segmentation and optimisation to efficiently scale demand during a highly competitive trading period.

The results:

• 122% increase in ROAS

• 12% increase in Average Order Value

• 133% increase in purchases

• 566% increase in revenue from paid social

“Black Friday doesn’t have to mean racing to the bottom on price,” said Laura Selby, managing partner and director of digital at IF. “This campaign shows that when performance marketing is led by brand storytelling, it can protect brand equity and outperform commercially.”

“IF. moved quickly to take the reins and identify immediate opportunities,” said Jennifer Blease-Williams, digital marketing lead at Faith In Nature. “They struck a strong balance between brand and performance, helping us cut through a noisy trading period with work that delivered results straight away.”