Space NK: How Paid Social Delivered Record‑Breaking Black Friday Performance

The Challenge

For Space NK, Black Friday is one of the most commercially critical moments of the year. To succeed in an increasingly saturated beauty market, where competition and media inflation intensify annually, Paid Social needed to not only cut through but deliver disproportionate business impact.

The Strategy

Space NK executed a three-pillar strategy grounded in Audience Intelligence, AI-powered optimisation and platform-native creative.

Execution and Innovation

A sophisticated audience structure was designed to eliminate cannibalisation, while a creator-led content strategy drove impressive uplift in new customers on Meta. Session growth targets were set to outpace budget increases, moving the team beyond spending to win and into a framework of high-standard execution.

Results

The strongest Paid Social day in Space NK history, delivering record sessions, new customers and efficiency gains across the funnel. All business and channel targets exceeded.

Judges' Verdict

"A powerhouse example of paid social at scale, marrying AI-driven precision with authentic, platform-native creativity."

"Proving that even during the year's most competitive window, high-standard execution of best practices can deliver needle-moving commercial results."