5 Black Friday Marketing Campaigns to Inspire You

In recent years, Black Friday has become an international phenomenon for the retail industry, with bargains and deals consumers can barely believe. But Black Friday is not limited to high street shops anymore, especially as we face an entirely digital one this year. This opens up the playing field to brands that traditionally haven’t been making the most of Black Friday and special dates more generally. We’ve selected five effective marketing campaigns that will hopefully inspire you and give you some ideas on how to sell your brand Black Friday-style.

Why are marketing campaigns effective on Black Friday?

Perhaps the most obvious reason to utilise special events like Black Friday is the potential for increased sales. Black Friday sales are increasing year upon year: in 2019, the volume of transactions was up by 7.2%. Having a unique and attractive marketing campaign to distinguish yourself from your competitors has therefore never been more significant in terms of potential sales and brand image. With strategies like charitable donations for each purchase, regular flash sales or deals throughout the day, and free giveaways, Black Friday is a perfect opportunity for your brand to both boost sales and give consumers an insight into your values and priorities.

So without further ado, here’s five of our favourite marketing campaigns from the Black Friday vaults…

Amazon: ‘The Home of Black Friday’ (2019)

We have to start with Amazon; it’s probably the king of Black Friday and there’s a reason for it. Previously, the company has encouraged user-generated content (encouraging customers to post their cats making beds out of their packaging boxes) alongside marketing on their website to promote their Kindle, Alexa and Amazon products during the Black Friday sales. 2019 saw them really push the boat out, though, with the effective ‘Home of Black Friday’ pop-up shop campaign in London. Having Amazon “on the high street” allowed consumers to sample Amazon products, partake in AR demos, and receive prize giveaways in a totally different and unique shopping experience.

Patagonia: 100% Donation (2016)

The outdoor retailer separated itself from its competitors by campaigning against the very industry it’s part of. In a subversion of expected Black Friday marketing, Patagonia used their ethical and charitable brand values to increase the profile of their business during Black Friday, rather than their profits. In 2016, they ran a campaign which pledged to donate 100% (yes, 100%) of their proceeds to charity from any sales made on Black Friday. On the surface, it may sound like a quick way to go out of business, but this master stroke of marketing saw Patagonia’s profile rise thanks to the likes of wide-reaching media exposure from news channels, including CNN, as well as famous names like actor and activist Emma Watson. And with their influence, Patagonia saw an influx of 60,000 new Facebook followers in just two days. Proof that having a social conscience pays off!

Very.co.uk: Digital High Street (2017)

Very is another company known for its solely online presence. And, like Amazon, they wanted to tap into their non-online markets by letting people on the street know they wanted their custom. And it worked. Using digital signage on UK high streets, Very set up advertisements to act as digital shop fronts for their “stores”. Using sales data and analysing competitor pricing and deals as part of their advertisements, they were able to increase their sales and received a high return on investment (ROI).

REI: #OptOutside (2015)

REI followed in its brother Patagonia’s footsteps by standing out against consumerism rather than endorsing it with their anti-Black Friday campaign. Again, it was a risky tactic at one of the biggest retail times of the year but, like Patagonia, it paid off. Utilising the hashtag #OptOutside, REI closed all stores during Black Friday to inspire people to go outside and avoid shopping. This strategy saw a 9.3% increase in lifetime memberships ($20 for life!) and 10 million users using their hashtag. Free marketing is a beautiful thing.

Cards Against Humanity: Money for Nothing (2015)

This may be the most bizarre of the bunch, but with a great cause behind it. Cards Against Humanity is well known for its relevant, boundary-pushing content and their 2015 Black Friday campaign didn’t disappoint. The company encouraged its customers to donate $5 to them on Black Friday. Their purchase? Nothing. It seems bizarre, but over 12,400 people gave $5 or more to the company, ultimately providing them with $71,145 which they could donate to charity. The campaign saw the company increase its profile and its sales whilst promoting its brand values and helping out others. We think they were missing a trick by not calling it “Cards For Humanity”.

What will your brand do this Black Friday?

These Black Friday campaigns show that it’s not just about making a ton of sales (although Amazon proves that is entirely possible), but also promoting your brand values and helping out those in need, especially during such uncertain times this year. So what approach will your brand be taking for Black Friday 2020? Let us know!

Think we’ve sold someone short with our list of Black Friday favourites? Share your favourites with us over on social media!