Over 1.7M impressions. Driving Black Friday education for vulnerable consumers.
We partnered with the European people-first debt management company Intrum to run an educational awareness campaign, educating financially vulnerable consumers about the risks of Black Friday spending.
What’s the story?
Intrum is a debt management company focused on providing compassionate and achievable repayment solutions for those in debt. Their team is dedicated to developing personalised plans designed to enable their customers to regain their financial footing.
While Intrum’s work usually involves helping those who have already found themselves in financial trouble, they were looking to take more preventative measures to reduce overspending across their international audience.
Despite the cost of living crisis, they found consumers were still bombarded by Black Friday marketing, with UK shoppers spending over £8bn in Black Friday 2022 alone and email marketing company Twilio SendGrid processing 8.8 billion emails for Black Friday 2022, and another 8.9 billion for Cyber Monday. Intrum believed that education could be part of a proactive solution.
That’s where exceptional™ came in.
Our partnership
We first started working with Intrum in late 2023, just in time to launch their educational Black Friday campaign that November. As part of our digital marketing strategy, we created article content, organic social media, and paid campaigns for Facebook and Instagram to ensure that their efforts in preventative debt management reached the people who needed it most.
The impact
Despite a quick turnaround, we developed multiple educational articles and an organic social media campaign which launched before Black Friday 2024. Our approach delivered:
impressions
engagements
clicks