Marketing

The Best Black Friday Marketing Campaigns

By Conor Shields
Black Friday

On Tuesday night, Amazon announced that their Black Friday deals will be available from November 17th, a full week before the official Black Friday date. It seems that every year, the international retail superstars like Amazon make earlier and earlier starts on their Black Friday marketing campaigns and last night’s announcement is no exception. Some of the best marketing campaigns come from this annual shopping frenzy with each company trying to outdo each other when it comes offering the best deals. Almost like a battle of wits, the major contenders strive to create humorous, eye-catching ad campaigns and marketing strategies in the run-up to the big day.

 

Here at MediaHQ have rounded up some of our favourites which have won us over each time:

1) Uber – TapGetGive

Back in 2015, the creative geniuses over in Uber’s marketing department came up with the best way to promote customer engagement with their service in the run-up to Black Friday. Users in New York City could receive free gifts from their Uber drivers by entering the code ‘TAPGETGIVE’ when ordering. Teaming up with brands such as L’Occitane and Diane Von Furstenberg, Uber users were treated to luxurious products at no extra cost. Branding it as the ‘5 Days of Giving’, Uber was able to maintain a certain narrative that potential repeat customers could get involved with. A brilliantly simple piece of marketing gold.

2) Lancóme, Black Lash Friday

With a clever play on the whole theme, fashion powerhouses such as Lancóme and Nasty Gal were offering exclusive deals on all of their ‘black’ products. For example, Lancóme held their ‘Black Lash Friday’ campaign, offering customers discounts on a range of eyelash curlers and boosters. A simple way of taking a literal approach to the day.

3) Patagonia’s commitment to the environment

Last year, outdoor activity superstore Patagonia made a bold promise to their loyal customers. They pledged to donate 100% of their Black Friday sales to grassroots organisations who fight for clean air, water and soil. At the time, Patagonia had already donated $74 million to environmental causes, but clearly, this wasn’t enough for them. In an interview, CEO Rose Marcario had said, “This we know: If we don’t act boldly, severe changes in climate, water, and air pollution, extinction of species and erosion of topsoil are certain outcomes… The support we can give is more important now than ever.”

4) Forever 21’s VIP Club

Making your customer feel important is always an important retention method. Forever 21 took this a step further in 2014 by offering their customers an extra day of savings. Following Black Friday, customers who had signed up to their mailing list received a bonus code that they could enter and receive 25% off. You could say that Forever 21 started the Black Saturday trend!

5) Lowe’s, Facebook Live giveaway

The American home store chain made use of Facebook’s live streaming service when it first launched by creating an interactive live giveaway a few days before Black Friday. In it, they announced their biggest deals while offering prizes to those who commented and shared the video. Their video went viral and in the retail business, this is never a bad thing.

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Conor Shields

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