The Challenge

BodyRock was seeing declining year-over-year BFCM performance. They weren’t investing meaningfully in video creative, and without thumb-stopping content to compete in a crowded holiday advertising environment, their paid media was losing ground at the worst possible time of year.

What We Did

We made a deliberate bet on video. During BFCM, the brands that win are the ones with creative that stops the scroll — and static images don’t do that at scale. We built a video-first content strategy for BodyRock’s peak season campaign, producing high volumes of short-form video assets tailored to the fitness audience.

The creative was designed to perform across multiple placements on Meta — feed, Reels, Stories — with variations tested continuously to identify top performers. High-performing videos were rapidly scaled while underperformers were cut, compressing the optimization cycle to match the short BFCM window.

On the media side, we combined broad audience targeting (to reach new customers) with retargeting (to convert the warmest buyers) and timed budget allocation to spike around the highest-traffic hours of Black Friday. The result was a campaign that reached 8.4 million customers and generated 53 million video views during the most competitive advertising period of the year.

The Results

• 38% YoY Black Friday revenue growth — reversed a declining trend in one season
• 8.4M customers reached — broad reach achieved through video-first creative strategy
• 53M video views — volume that only video creative at scale can generate
• ~$400K in tracked additional Black Friday revenue

The Takeaway

During BFCM, the creative is the strategy. Brands that invest in high-volume video production and rapid creative testing consistently outperform those relying on static assets — because video is the only format that scales reach and attention simultaneously.