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Black Friday and Cyber Monday kick off the beginning of the busiest season in retail: in 2017, shoppers spent $19.62 billion online over the holiday weekend alone.
But as every brand goes all out with massive markdowns, making your site stick out can be tricky. And if you do attract relevant shoppers over BFCM, how can you ensure they’ll stick around and become loyal customers?
Creating an impactful, clever Black Friday marketing campaign can go a long way towards gaining and keeping more customers this holiday season. We gathered some of the most effective and original Black Friday campaigns in this post to give you a bit of inspiration before the shopping frenzy begins.
It’s no secret that shoppers have their minds on their holiday gift lists as early as October. However, in the mad rush of Black Friday, they might find it hard to focus on what they were looking for.
In the lead-up to Black Friday, Kopari shared influencer gift lists that mention their products. This gives shoppers both inspiration for those tough presents to purchase as well as social proof from the influencers vouching for “must-have” products. A well-timed push like this can easily take an Instagram follower to a first-time buyer.
REI caused a stir when they launched their #OptOutside campaign in 2015, announcing that they would be closing their stores on Black Friday and encouraging their staff and customers alike to spend the day in the great outdoors.
They recently turned the campaign into an “experiential search engine.” The engine collects user-generated content with the #OptOutside hashtag on Instagram and combines it with real-time information about various outdoor activity sites across the United States.
The result is a campaign that creates a community of outdoor enthusiasts, while also giving them informative, inspiring, and authentic content to consume. While REI’s target audience might be busy climbing mountains on Black Friday, this campaign will help them develop a bond with the brand that will pay off year-round.
Steve Madden launched a Black Friday email campaign to collect shopper email addresses for early news about upcoming deals. This is a clever campaign both because of the message and the medium.
Early access to discounts and sales makes shoppers feel like VIPs while adding a sense of urgency to take advantage of the deals before they’re “made public.” Additionally, email is the highest converting channel for Black Friday promotions, with a 4.29% conversion rate, according to Shopify data. Collecting the email addresses of new BFCM shoppers will give you a way to continue connecting with them year-round, and to ultimately grow your loyal customer community.
While any Black Friday marketing campaign should bring in sales on the biggest shopping weekend of the year, the added value of a campaign that will foster long-term relationships with those customers cannot be overstated.
MeUndies never misses a beat on seasonal campaigns, and Black Friday/Cyber Monday Weekend is no exception. One of their most successful Black Friday campaigns was an exclusive Facebook Live party that attracted more than 13,000 viewers, who converted at a rate of 25%. As more people joined the event, which included a DJ and dance contests, the brand unlocked more significant discounts.
In addition to being a great conversion-boosting tool, the event also prompted a ton of free word-of-mouth marketing. MeUndies invited just over 300,000 followers, but excited brand enthusiasts organically shared the invite on social, and news of the event ultimately reached 660,000 people. An event that’s worth sharing is the perfect way to create a buzz around your brand that people will keep talking about well past BFCM weekend.
Cause-based brand Ivory Ella opted to focus on Giving Tuesday instead of hyping yet another Black Friday/Cyber Monday sale. For every customer who purchased a beanie on Giving Tuesday, they donated 100% of the proceeds towards buying coats for children in need.
Not only did Ivory Ella support a good cause through this campaign — they also were able to publicize it after the Black Friday buzz started to die down, meaning it could reach more people. Additionally, the hats create an ideal opportunity for customers to snap and share a quick photo showing how they contributed to the charitable campaign, while spreading the brand’s reach.
BFCM Weekend is the craziest time of the year, but with the right campaign, you can stand out from the crowd and win customers that will keep coming back all year.
To make an impact on Black Friday, create a campaign that:
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