Black Friday is undoubtedly one of the biggest shopping holidays of the year, where retailers have the opportunity to attract new customers, boost revenue, and make a lasting impact. It’s a time when creativity and innovation in marketing campaigns can truly shine!
That’s why I wanted to explore some of the best Black Friday marketing campaigns (in my opinion) that have captivated audiences and delivered impressive results (as the companies behind them claim). These campaigns showcase the power of strategic thinking, customer-centric approaches, and the ability to stand out from the competition – everything every business owner, or marketer ever wanted, right? 😀
Whether you’re a small ecommerce brand or an established retailer, these examples will inspire you to think outside the box and create memorable campaigns that drive sales. Or, perhaps you are just in a rush to find ideas as Black Friday is just around the corner – and that’s fine too!
Big Brands, Big Campaigns
Let’s start with campaigns from famous brands. Surely, the budgets for these campaigns were very very high, so you might not want to use them as benchmarks. However, I always like to learn from the best, to get inspired from the big sharks as I assume they have pure professionals on their team (…ok, not always the case). So, here’re a couple of Black Friday campaigns to admire and take notes from:
#1 Amazon – Lonely Yeti: Spreading Joy and Deals
Amazon is known for its ability to create memorable and engaging campaigns, and their Black Friday campaign featuring the “Lonely Yeti” is no exception. In this ad spot, the Yeti, a legendary Bigfoot-like character, is depicted as spending the holiday season in solitude. However, Amazon comes to the rescue with an early Black Friday deal on a hairdryer, delivered straight to the Yeti.
The transformation is remarkable as the Yeti preens himself up and confidently enters a party, turning heads to the strains of the 80s song “Okay Okay” by Pino D’Angio. This 15-second commercial captivates viewers and keeps their attention until the satisfying conclusion, effectively promoting Amazon’s Black Friday deals.
Here’s the link to the commercial if you want to check it out.
#2 Walmart – Michael Bolton: Nostalgia and Early Access
Walmart tapped into the power of nostalgia with their Black Friday commercial featuring the legendary singer Michael Bolton. Inspired by the movie “Office Space,” Bolton is hired at Initech to “boost morale.” Instead of crooning his famous song, he adapts the lyrics to highlight Walmart’s Black Friday deals, specifically the Walmart Plus club, which provides early access to these deals. With catchy tunes and Bolton’s iconic voice, the ad is a pleasure to watch and effectively promotes Walmart’s Black Friday offerings.
Check the ad here.
#3 Davines – Green Friday: Giving Back and Building Trust
Davines, a high-end hair care brand, took a unique approach to Black Friday by rebranding it as “Green Friday.” In 2022, the company committed to donating 100% of its online profits earned on Black (Green!) Friday to charities that support environmental causes. This gesture not only showcased Davines’ strong values and authenticity but also stood out during the consumerism frenzy of Black Friday. By aligning their brand with environmental causes, Davines effectively built trust and loyalty among customers who appreciate companies that share their values.
#4 Supercheap Auto – Pitch Black Sale: Standing Out in the Dark
Supercheap Auto, an Australian auto accessories retailer, decided to go pitch black for their Black Friday campaign. In a bold move, they switched off the lights in their stores and showcased their Black Friday deals in the dark. Chaos ensues as the PR face of the brand, Nathan Murray, tries to navigate the store and promote the deals. The ad delivers humor and entertainment, with Murray’s quip about the potential consequences (“This is coming out of my pay, isn’t it?” 😀 😀). Supercheap Auto successfully stands out from the crowd and captures viewers’ attention with their pitch-black theme.
Take a look at the ad on the link.
#5 Samsung – Reverse Auction: Turning the Tables on Customers
Samsung Australia decided to turn the tables on customers with their Reverse Auction campaign. Instead of traditional bidding, where customers try to secure the highest price, Samsung invited them to bid as low as possible on a range of products. This unique and engaging approach generated excitement and engagement, with 50,000 people registering for the auctions. The winning bids were nearly 50% lower than the recommended retail prices, providing customers with incredible deals while keeping them engaged with the brand.
#6 Puma India – Influencer Doppelgangers: Taking Influencer Marketing to the Next Level
Puma India took a creative approach to influencer marketing in their Black Friday campaign. They recruited doppelgangers of their brand ambassadors, including athletes and celebrities such as Virat Kohli and Kareena Kapoor, who posed as their famous lookalikes in pop-up stands in Mumbai. The real brand ambassadors were in on the campaign and called out Puma on social media about these imposters. The campaign even included a website that appeared hacked. The message was clear: while everything can be spoofed, the Black Friday shopping deals are 100% real. This innovative influencer campaign created a buzz and effectively promoted Puma’s Black Friday sale.
#7 Rogue Fitness – Smart Shipping: Enticing Customers with Shipping Offers
Rogue Fitness, a strength training equipment manufacturer, found a clever way to stand out from the other Black Friday deals by offering smart shipping options. They implemented a maximum $75 shipping fee, regardless of the size or weight of the purchase. Additionally, they offered $1 shipping per pound for dumbbells and a 5 for $5 deal on a range of products. These enticing shipping offers, combined with their high-quality weightlifting gear, made Rogue Fitness a standout brand for Black Friday deals.
#8 Target – Holiday Price Match Guarantee: Ensuring Customer Confidence
Target is no stranger to the concept of extending the holiday shopping season, and their Black Friday campaigns reflect this strategy. In 2021, they introduced Black Friday Deal Days in October, followed by the Black Friday Week Deals sale on November 21 to 27. Instead of releasing all the thousands of Black Friday deals at once, Target gradually ramped up the excitement by adding more savings on a variety of products from November 25. They also launched the Holiday Price Match Guarantee, ensuring that customers who purchase a product earlier in the holiday season can get a refund on the difference if the price is reduced. This tactic boosted Black Friday sales even before the official start of the season and created a sense of confidence among customers.
#9 Chatty Feet – #Putasockinit: Doing Good While Promoting Your Products
Chatty Feet, a funky sock company, took an anti-Black Friday approach with their #Putasockinit campaign. They criticized the consumerism of the holiday season while promoting their own products in a unique way. For every pair of socks bought before Cyber Monday, they pledged to donate two pairs to charity. By aligning their campaign with a cause and walking the talk, Chatty Feet turned Black Friday on its head and effectively promoted their brand.
#10 Teachable – Smart Discounts: Catching Attention with Non-Round Numbers
Teachable, an online learning creator platform, found success in their Black Friday campaign by offering smart discounts. Instead of the traditional round numbers like 25% or 50% off, they chose non-round figures like 36%, 47%, and 58% off their annual subscription plan (I used the same tactic to provide you with 21 examples instead of rounding it down to 20 😀 ) . This unconventional approach caught attention and made customers take notice. By using non-round discount figures, Teachable’s campaign stood out in the sea of Black Friday deals and enticed customers to explore their offerings.
#11 Dude Dad – Golden Ticket Giveaway: Adding Fun and Excitement to Black Friday
Dude Dad, an online personality and video creator, embraced the theme of Willy Wonka & the Chocolate Factory for their Black Friday campaign. They produced a Wonka-themed video and offered a real-life Golden Ticket Giveaway competition. Customers who made orders over $50 had a chance to find a Golden Ticket inside their package, with the winners receiving unique prizes like snow blowers, leaf blowers, and grill sets. By incorporating a beloved movie classic and adding an element of surprise, Dude Dad created excitement and engagement among their audience.
It’s really great, take a look here!
The All-Time Best Black Friday Email Campaigns
Email marketing continues to be one of the most effective channels for driving conversions during Black Friday. It allows brands to directly engage with their audience, build anticipation, and deliver personalized offers. Here are some standout examples of Black Friday email campaigns:
#12 Apple: Building Anticipation
Apple is known for its sleek and innovative products, and their Black Friday email campaigns are no exception. Instead of bombarding customers with discounts on the day itself, Apple takes a different approach. They start building anticipation weeks in advance by sending out teaser emails that hint at upcoming deals. Then, as the date approaches, they send a second email revealing the specific offers. This strategy keeps customers engaged and eager to see what Apple has in store for Black Friday.
#13 Steve Madden: Exclusive Early Access
Steve Madden, a popular footwear brand, understands the value of building customer loyalty. In one of their Black Friday campaigns, they offered their customers exclusive early access to their deals. By signing up for the brand’s newsletter, customers gained access to the sales before they were made available to the general public. This strategy not only rewarded loyal customers but also helped Steve Madden grow their email list for future marketing efforts.
#14 Victoria Emerson: VIP Deals for Existing Customers
While Black Friday is often associated with attracting new customers, it’s essential not to neglect your existing customer base. Victoria Emerson, a jewelry brand, understands this and offers exclusive deals to their loyal customers. By creating a VIP deal specifically for existing customers, they show appreciation for their support and foster customer loyalty. This approach not only drives repeat business but also generates positive word-of-mouth and referrals.
The All-Time Best Black Friday Social Media Campaigns
Social media platforms provide a unique opportunity to engage with customers, create buzz, and increase brand visibility during Black Friday. Here are some remarkable examples of Black Friday social media campaigns:
#15 Kohl’s: Interactive Engagement
Kohl’s, a well-known retailer, leveraged the interactive nature of social media to engage with their audience during Black Friday. They created posts asking questions and encouraging their followers to participate. By creating a sense of interaction and community, Kohl’s generated excitement and increased engagement on their social media platforms. These posts also served as a reminder for customers to check out their Black Friday deals.
#16 Chubbies: Injecting Personality
Chubbies, a clothing brand known for its humorous and lighthearted approach, injected personality into their Black Friday campaigns. They used witty copywriting and playful imagery to capture attention and showcase their products. By tapping into their brand’s unique voice, Chubbies created a sense of authenticity and relatability, resonating with their target audience. This approach not only drove engagement but also increased brand recognition and customer loyalty.
#17 IKEA: #BuybackFriday
IKEA took a different approach to Black Friday by launching their #BuybackFriday campaign. In addition to promoting their furniture deals, they encouraged customers to bring back their pre-owned furniture in exchange for payment. This initiative highlighted IKEA’s commitment to sustainability and resonated with environmentally conscious consumers. By taking a stand and offering a unique value proposition, IKEA differentiated themselves from other retailers, attracting attention and building trust with their audience.
The All-Time Best Black Friday Video Ads
Video ads are a powerful medium for capturing attention and conveying a brand’s message. Yes, they are usually pretty expensive, but you can always get inspired for your next Black Friday TikTok, or Instagram reel.
Here are some standout examples of Black Friday video ads:
#18 AussieBum: Catchy Parody
AussieBum, a men’s swimwear brand, created a catchy and attention-grabbing video ad by riffing off well-known production house logos. By incorporating humor and clever visuals, they captured the interest of their target audience and made their ad memorable. This approach showcases the power of creativity and humor in capturing attention and driving brand recall.
#19 Kohl’s: Rebecca Black Parody
Kohl’s continued to showcase their creativity with a parody of Rebecca Black’s infamous song “Friday.” By creating their own version of the song with Black Friday-themed lyrics, they tapped into a popular cultural reference and made their ad highly shareable. This approach not only entertained viewers but also increased brand visibility through social media shares and engagement.
Here it is!
The All-Time Best Anti-Black Friday Campaigns
While Black Friday is known for its focus on consumerism, some brands have taken a different approach by highlighting ethical concerns or promoting alternative messages. Here are some notable anti-Black Friday campaigns:
#20 Patagonia: Environmental Advocacy
Patagonia, a brand recognized for its commitment to environmental sustainability, launched an anti-Black Friday campaign in 2011 with their “Don’t Buy This Jacket” ad. The ad encouraged consumers to think critically about their consumption habits and the environmental impact of excessive consumerism. In subsequent years, Patagonia donated a significant portion of their Black Friday profits to environmental organizations, further reinforcing their commitment to their mission and values.
#21 Cards Against Humanity: Mockery and Satire
Cards Against Humanity, a popular party game, has become known for their satirical and unconventional Black Friday campaigns. They have engaged in absurd and humorous tactics, such as selling nothing for $5 or offering outrageous discounts on a range of products. These campaigns have generated buzz, created a sense of intrigue, and challenged traditional notions of Black Friday consumerism.
Creating Your Own Black Friday Campaigns
Now that you’ve seen some of the best Black Friday marketing campaigns, it’s time to work on your own. Here are some tips to help you develop successful campaigns:
- Understand Your Audience: Gain a deep understanding of your target audience’s preferences, values, and pain points. This will enable you to create campaigns that resonate with them on a personal level.
- Be Creative and Unique: Stand out from the crowd by thinking outside the box and coming up with innovative ideas. Look for ways to surprise and delight your audience while staying true to your brand identity.
- Leverage Multiple Channels: Black Friday is a busy time, so make sure to reach your audience through various channels, including email, social media, and even traditional advertising. This multi-channel approach will increase your visibility and maximize your reach.
- Offer Value, Not Just Discounts: While discounts are a popular tactic during Black Friday, consider offering additional value to your customers. This could include free shipping, exclusive access to new products, or personalized recommendations based on their preferences.
- Plan Ahead and Test: Start planning your Black Friday campaigns well in advance to ensure a smooth execution. Test different elements, such as subject lines, imagery, and calls to action, to optimize your campaigns for maximum impact.
- Measure and Learn: After Black Friday, analyze the results of your campaigns to identify what worked well and areas for improvement. Use this data to refine your strategies for future campaigns.
- Check out Your Competitors: By this I don’t mean to copy what others are doing, but if you share a similar audience with other brands, it is always a good idea to do thorough competition research.
In conclusion, Black Friday presents a unique opportunity for brands to showcase their creativity, engage with customers, and drive sales, of course. By taking inspiration from the best Black Friday marketing campaigns, you can create your own campaigns that captivate your audience and generate lasting results.
