Percent increase in overall business


Raving reviews written since the launch


Products sold during the ad campaign

01. The Brief.

For Black Friday 2020 we were tasked by AYM Studio to beat all previous sales records, drive huge numbers of customers to the website and ultimately make it an incredibly successful Black Friday.

02. Strategy.

Using a blended approach of driving pre-sale signs ups, 24-hour VIP access to the sale and our unique Paid Social strategies, we were able to build a huge buzz around the campaign and exceed all client expectations.

03. Results.

Our pre-launch buildup campaigns generated an additional 382 VIP subscribers in just 3 days, which led to over 1000 users visiting the website within the first 2 minutes of VIP access.

We broke all previous daily sales records by 251%, gained a 74% increase Year on Year and generated a 14:1 ROAS.

Model wearing AYM

“We've been working with Circulate for almost 2 years now. It's been an incredible journey with them. Circulate's team are personable and always helpful, going above and beyond to support you. Circulate have been instrumental in our company growth over the past 2 years.”

Alie MackintoshFounder
Circulate Team accepting an MPA Award

Paid Social So Good, We Won Best Digital Campaign of 2021 at the MPAs

We are extremely proud to announce that after getting shortlisted… the team at Circulate Digital have now been officially crowned as MPA’s Best Digital Campaign Of 2021! Recognised for our amazing ‘turn off the lights’ Black Friday campaign for AYM Studios!

Winning one of the most prestigious awards of the night, with previous winners such as Moss Bros, Argos and Asda, we’re delighted to have taken home the gold.

How Did We Do It?

Pre-Launch Awareness

At the start of November, we revealed that the Black Friday sale would only be open to VIPs – and only email subscribers would get the chance to become a VIP. The purpose behind our ads became solely to drive email sign-ups.


This phase involved completely closing off the AYM website to customers just ONE day prior to the Black Friday sale. We also upped the ante with the number of ads we were using.

We then offered customers two different options on a landing: enter your VIP password, or sign up to emails to get the chance to be a VIP. At the opening of the sale, we emailed all subscribers with their exclusive VIP password – and ran the entire campaign behind that password.

Post-VIP Campaign

This campaign targeted general sales. We removed the password lock, and AYM had a smaller sale on any leftover stock. We used urgency messaging to target customers who hadn’t become VIPs to emphasise the final sales countdown.

Thanks to our innovation and the incredible hard work from our team of Paid Social experts, the campaign performed extremely well and delivered some fabulous results for AYM.

Let's get started.

1. Discovery Call

Book in a discovery call today with one of our experts to start your digital marketing journey.

2. Proposal

We’ll work hard behind the scenes to put together an extensive proposal that deep-dives into all aspects of your brand and marketing activity.

3. Growth

When we begin working together, our experts will be dedicated to supercharging your digital marketing activity for maximum ROI.