Parogon Group Black Friday Gift Cards Campaign

Overview

Parogon Group is a privately owned hospitality business with venues across Staffordshire, Cheshire and Shropshire — known for quality dining experiences and exceptional service. With gift cards naturally aligned to their premium positioning (and high profitability), we built a Black Friday campaign designed to cut through the noise and create steady, sustained sales across the festive period.

Objectives

1. Increase gift card sales during the festive season

2. Attract new customers to Parogon restaurants

3. Enhance the average transaction value (ATV)

4. Add value rather than discount (protecting brand + margin)

Key Results

• Achieved steady sales growth throughout the two-week campaign

• Successfully targeted and engaged existing customers

• Boosted ATV through a 20% added value incentive on gift cards

• Attracted new customers, particularly supporting the newly opened venue

• Achieved #2 in sales across all Toggle Gift Card customers (as stated in the case study)

How we did it

1) Led with reputation to build trust fast

Instead of shouting “Black Friday”, we leaned into what Parogon already owns: quality, service, and a strong portfolio of venues. We used this to increase confidence in the purchase and make the gift card feel like a premium, low-risk gift.

2) Value-add vs discounting

Rather than repeating last year’s discount approach, we moved to a 20% added value mechanic — aligning with Parogon’s “add value” ethos while improving conversion and increasing ATV.

3) Timing + structure designed for momentum

We launched early to beat peak Black Friday noise, ran an initial one-week push to trigger impulse purchases, then extended to two weeks to sustain momentum and avoid procrastination drop-off.

4) Smart targeting: existing customers first

We prioritised existing customers (where conversion likelihood was highest), while creating a natural path to new customer acquisition through gift recipients and local awareness — especially relevant for the newer venue.

Channel plan

Paid social (Meta)

• Built custom audiences using CRM data

• Created two carousel ads showcasing different experiences/venues

• Implemented remarketing for website + gift voucher page visitors

• Best-performing carousel achieved ~15p CPC

Email marketing

• Targeted three key moments: Launch → Extension → Last chance

• Used re-blasts around these moments to maximise revenue capture

Website optimisation

• Deployed website pop-ups during the campaign window (used intentionally due to the strong profitability + conversion rates of gift vouchers)

Organic social

• Scheduled posts across platforms on different days to maintain reach and frequency

• Ensured consistent messaging across the full campaign period