Black Friday Social Campaign
Black Friday is traditionally framed around urgency and consumerism. For a women-centred, sustainability-driven menstrual care brand like DIVA, the challenge was clear: how do we participate in the biggest shopping holiday of the year while staying true to our values?
We needed a campaign that could balance sales objectives with brand advocacy, using short-form content to stand out in a crowded digital landscape. Our audience was also increasingly critical of overconsumption and motivated by values-based shopping.
People weren’t just looking for deals, they wanted purchases to feel purposeful.
For this campaign, we decided to integrate education about period poverty into our Black Friday messaging, amplifying a sales moment with advocacy and authenticity.
Creative Strategy + Execution
Crafted snackable, vertical-first videos that paired educational insights (statistics on period poverty) with product storytelling.
Ensured design balance: bold, thumb-stopping visuals for TikTok + IG Reels while retaining brand warmth and trust.
Messaging linked every discount-driven action to a broader social impact.
I oversaw end-to-end creative: scripting, edits, and developing paid/organic rollout strategy across channels.
Impact
The campaign became one of DIVA’s most well-received initiatives of 2022, achieving high engagement rates across TikTok and Instagram. Audience responses highlighted appreciation for a Black Friday campaign that felt both informative and impactful, reinforcing DIVA’s positioning as a purpose-driven brand that leads with education, not just sales.
→ Role: Producer, Creative Lead
→ Timeframe: 2022
→ Team: Director of Marketing, Social Coordinator
→ Impact: TikTok series with top-performing engagement