Black Friday presents a huge opportunity for brands, but also lots of risks too. It’s a time when consumers are keen and ready to purchase, but heavy discounting and a crowded marketplace can present challenges. We faced the difficulties behind ensuring a reputable image for our clients by planning a range of potential offers, constantly assessing performance, and navigating our way through in as agile a manner as possible. This allowed us to avoid heavy discount messaging and stay visible and relevant throughout the period. For one client in particular their last Black Friday fell far below expectations. Their previous agency had a ‘set up and sit back’ approach, whereas our hands-on mentality alleviated their fear of Black Friday. Happy clients, happy Congo Social!