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Black Friday is a battlefield for brands, each vying for consumer attention with promises of unbeatable deals. But in a sea of discounts, how do you ensure your brand stands out? The answer lies in creativity.
Creative marketing during Black Friday isn’t just about catching the eye—it’s about engaging the hearts and minds of your customers.
A well-crafted campaign can turn a simple sale into an experience, fostering brand loyalty and driving sales far beyond the holiday season. With everyone shouting about their discounts, unique campaigns are what will set your brand apart from the competition.
In this article, we’ll dive into ten creative Black Friday campaigns that captured attention. These examples will inspire your own creative twist on your Black Friday promotions, helping you leave a lasting impression on your audience.
Let’s jump in!
10 creative Black Friday marketing campaigns
Let’s take a look at ten of the most creative Black Friday campaigns that have captured attention in recent years.
1. Apple’s “one-day shopping event”
Apple needs no introduction. Known for its sleek design and innovative products, Apple is synonymous with premium quality and brand loyalty.
Apple’s Black Friday promotion is a masterclass in simplicity. Rather than slashing prices across the board, Apple typically offers gift cards with purchases of selected products during its “One-Day Shopping Event.”
This approach maintains the brand’s premium image while still giving customers a reason to shop.
Key takeaway: Less can be more. Apple shows that you don’t need to devalue your brand to participate in Black Friday sales. Instead, offer added value—like a gift card or free gift—that keeps the perception of your product’s worth intact.
2. REI’s #OptOutside
REI is an outdoor retailer known for its commitment to sustainability and outdoor adventures. The brand is deeply connected to nature and the outdoor community.
REI did something radical on Black Friday: it closed all its stores and paid its employees to spend the day outside.
The #OptOutside campaign encouraged people to skip the Black Friday shopping period madness and enjoy nature instead. REI’s message resonated with its audience, creating a movement that reinforced the brand’s values.
Key takeaway: Don’t be afraid to go against the grain. REI’s campaign was successful because it aligned perfectly with its brand ethos. Sometimes, the most powerful statement is to reject the norm.
3. Cards Against Humanity’s “99% off sale”
Cards Against Humanity is known for its irreverent humor and unique marketing strategies.
In 2019, Cards Against Humanity offered a 99% off sale for Black Friday shoppers. The catch? The items were bizarre, such as a used Ford Fiesta for $97.50, a diamond ring for $32.50, or a life-size Orlando Bloom cut-out for $0.75.
The campaign was designed to be humorous and absurd, aligning perfectly with the brand’s personality.
Key takeaway: Know your brand’s voice and lean into it. The more your campaign reflects your unique personality, the more it will resonate with your target audience.
4. Amazon’s countdown to Black Friday
Amazon, the ecommerce giant, is the go-to destination for online shopping, especially during Black Friday.
Amazon doesn’t just wait for Black Friday; it builds anticipation with a “Countdown to Black Friday” sale that starts weeks in advance. Each day, new special deals are unveiled, creating a sense of urgency and excitement leading up to the big day.
Key takeaway: Build anticipation. Amazon’s approach shows the power of a teaser campaign to keep customers engaged over a longer period, rather than focusing all efforts on a single day.
5. Ikea’s “Buy Back Friday”
Ikea is the world’s largest furniture retailer, known for its affordable, flat-pack furniture.
In 2020, Ikea flipped the script on Black Friday by launching “Buy Back Friday.” Instead of encouraging consumers to buy more, Ikea offered to buy back used Ikea furniture for up to 50% of the original price. The initiative promoted sustainability and gave customers a reason to declutter.
Key takeaway: Think sustainability. Ikea’s campaign appealed to eco-conscious consumers and reinforced the brand’s commitment to sustainability, showing that Black Friday campaigns don’t always have to be about buying new products.
6. Patagonia’s “Don’t Buy This Jacket”
Patagonia is an outdoor clothing brand known for its strong environmental stance.
In a bold move, Patagonia ran a Black Friday ad that said, “Don’t Buy This Jacket.” The campaign was designed to make consumers think twice about purchasing new items and to encourage them to consider the environmental impact of their buying habits. It was a call to reduce consumption, not increase it.
Key takeaway: Challenge your audience. Patagonia’s Black Friday marketing tactic worked because it wasn’t just about selling products; it was about sparking a conversation that aligned with its core values.
7. Walmart’s “Biggest Ever Black Friday”
Walmart is a retail giant known for its wide selection and low prices.
Walmart’s Black Friday campaigns are always highly anticipated, and in recent years, it has focused on rolling out its deals earlier and in waves. The “Biggest Ever Black Friday” campaign spread deals over several days, both in-store and online, to manage crowds and increase accessibility.
Key takeaway: Stagger your offers. By spreading out Black Friday deals, Walmart managed to keep customers engaged over a longer period, while also reducing the chaos that typically comes with Black Friday shopping.
8. Adidas’ “No Code Needed”
Adidas is a global sportswear brand known for its innovative products and streetwear appeal.
In a nod to simplicity, Adidas launched the “No Code Needed” campaign. Customers didn’t need a special discount code or coupon to access Black Friday discounts—everything was automatically marked down both in the online store and in stores. This straightforward approach made shopping easier and faster.
Key takeaway: Make it easy for your customers. Adidas eliminated the friction of having to hunt for discount codes, making the shopping experience seamless and stress-free.
9. Glossier’s “Pink Friday”
Glossier is a beauty brand that has built a cult following thanks to its minimalist products and community-driven approach.
Glossier renamed Black Friday to “Pink Friday,” playing on its signature color. The brand offered site-wide discounts and exclusive products. The campaign was a hit, creating a unique twist that stayed true to Glossier’s brand identity.
Key takeaway: Customize your Black Friday sales to fit your brand. Glossier’s Pink Friday showed how a small change can make a big impact when it’s aligned with your brand’s aesthetic.
10. Kohl’s “Super-Cash”
Kohl’s is a department store chain that offers a wide range of products at competitive prices.
Kohl’s didn’t just offer discounts on Black Friday; they offered “Kohl’s Cash” for every purchase, which customers could use on future shopping trips. This encouraged repeat business and increased customer loyalty.
Key takeaway: Incentivize future purchases. By offering rewards that customers can use later, Kohl’s extended the benefits of Black Friday beyond a single day.
6 tips for crafting your own creative Black Friday campaign
Now that you’ve been inspired by some of the most innovative Black Friday campaigns, it’s time to focus on how you can create your own.
Crafting a standout marketing strategy isn’t just about jumping on the latest trends—it’s about understanding your audience, setting clear goals, leveraging data, and being willing to adapt.
Let’s dive deeper into these tips to ensure your Black Friday marketing campaign grabs attention and drives meaningful results.
1. Understand your audience
The foundation of any successful Black Friday marketing campaign is a deep understanding of your audience. Shoppers are bombarded with exclusive deals, so your offers need to speak directly to their needs, desires, and pain points.
Start by analyzing your customer data to identify purchasing patterns, preferences, and behaviors. Are they looking for the best deals on high-ticket items, or are they more interested in smaller, stocking-stuffer deals? What motivates them—free shipping, exclusive access, or significant discounts?
Once you’ve gathered this information, segment your audience and tailor your campaigns to each group. Personalization is key here. Whether through targeted email marketing, personalized website experiences, or customized social media ads, make sure your audience feels like your offer was made just for them.
2. Set clear goals
Without clear goals, your Black Friday campaign can easily lose direction.
Ask yourself what you want to achieve. Are you looking to increase sales by a certain percentage, grow your email list, boost social media engagement, or drive more traffic to your website?
Then, break it down into smaller, measurable objectives. For example, if your goal is to drive more sales, your objectives might include reaching a specific number of website visitors, achieving a certain conversion rate, or selling a set quantity of a particular product.
Having these clear, measurable goals will not only guide your Black Friday marketing campaign strategy but also help you evaluate its success. This way, you can make informed decisions on what to tweak or improve in future campaigns.
3. Leverage data and insights
Data is your best friend when it comes to crafting a winning Black Friday promotion. By analyzing past campaigns and current market trends, you can make informed decisions that increase your chances of success.
Start by looking at what worked and what didn’t in previous Black Friday marketing promotions. Which products were the most popular? Which channels drove the most traffic and conversions? Use this historical data to identify patterns and opportunities.
Additionally, keep an eye on current market trends and competitor activities. What are the hot products this season? What are your competitors doing that you could do better? This kind of competitive analysis can provide valuable insights into how you can differentiate your campaign.
4. Run a teaser campaign
The best Black Friday campaigns always build anticipation. A teaser campaign generates buzz and ensures that your brand stays top of mind as the big day approaches.
Start your teaser campaign a few weeks before the holiday shopping season. Use your website, social media, and email marketing to drop hints about your upcoming sales. You can create countdowns, share sneak peeks of your best deals, or offer early-bird specials to your most loyal customers.
One effective strategy is to use popups to build a list of people who are interested in your Black Friday promotions. You could promise early access to your Black Friday deal or offer exclusive discounts to those who sign up.
5. Promote your Black Friday deals everywhere
When it comes to promotion, don’t put all your eggs in one basket. To maximize your reach, you need to promote your Black Friday sales across multiple marketing channels.
Start with your website—make sure it’s optimized for Black Friday with popups that highlight your best deals.
Social media is another powerful tool. Use platforms like Instagram, Facebook, Twitter, and TikTok to share your deals, create engaging content, and interact with your audience. Consider using paid ads to boost your reach and target specific demographics.
Don’t forget about email marketing—it’s one of the most effective ways to reach your audience directly. Send out a series of emails leading up to Black Friday, starting with teasers and ending with a final push on the day itself. Personalize your emails to different segments of your audience to increase engagement.
Finally, consider offline marketing tactics if they fit your brand. This could include in-store promotions, flyers, or even partnerships with other local businesses.
6. Test and iterate
One of the most important aspects of any marketing campaign is the ability to test and iterate. Black Friday is a fast-paced event, and what works at the start of the day might not work as well later on.
Before Black Friday, test different elements of your campaign, such as email subject lines, ad creatives, landing page designs, and call-to-action buttons. A/B testing allows you to see what resonates best with your audience and make adjustments before the big day.
During the campaign, monitor your performance closely. Track key metrics like traffic, conversion rates, and sales. If something isn’t working, don’t be afraid to pivot. Whether it’s tweaking your ad targeting, changing your promotional messaging, or adjusting your offers, being flexible can make a significant difference in your campaign’s success.
By testing and iterating, you can optimize your campaign in real-time, ensuring that you’re getting the best possible results.
Recommended reading: 30 Black Friday Marketing Ideas to Try in 2024
Wrapping up
Creativity is your secret weapon during Black Friday/Cyber Monday. By thinking outside the box and aligning your campaign with your brand values, you can create a memorable experience that drives sales and builds customer loyalty.
Use these creative Black Friday ideas as a springboard for your own campaigns, and watch your brand shine this Black Friday.
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Written by
Nikolett Lorincz
Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
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