Project Description


The Results We Achieved

  • +18% growth in website visits comparing 2016 to 2015
  • +23% growth in Black Friday online sales comparing 2016 to 2015
  • +6% growth in ‘Black Friday’ weekend sales (Fri-Sun) comparing 2016 to 2015

The key problem:

For many years, Traidcraft have pioneered an alternative ‘Black Friday’ campaign – #JustFriday – encouraging people to shop more consciously and rally against the needless aggression and thoughtlessness that is ingrained within the ever-growing culture associated with commercialism and mass marketing holidays. They approached Silverbean to assist with promoting this message online.

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Who is the client?

Traidcraft jointly founded the Fairtrade Foundation in 1992 and helped establish the standards that underpin today’s well-known Fairtrade mark. As a specialist retailer or fair trade and organic goods, Traidcraft’s carefully curated collections include: handcrafted ethical gifts, homewares, fashion and hand-harvested foods – all sourced from fair trade co-operatives, traditional artisans, and small-scale growers around the world.

Core objectives of the campaign

  • Improve the organic reach/visibility of the #JustFriday campaign compared to 2015
  • Encourage more people to shop consciously throughout this period
  • Create a visual campaign that will stand out above the rest

Our approach to the objective:


  • Creation of a video to showcase the #JustFriday campaign and take advantage of the rising trend in the consumption of video content
  • Development of accompanying content to accelerate the campaign in search engine results pages (SERPs)


  • Deploy the content and campaign collateral across both: and to maximise visibility and reach
  • Develop a video promotion with a profound message and script, specifically designed to resonate with users, and based on industry guidelines
  • Develop accompanying content to further optimise the campaign landing pages for related and relevant queries
  • Track the journey between the two websites and their online coverage

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