Black Friday Ad Campaigns
October 14, 2022
Using social media to promote your Black Friday Sales
One of the biggest challenges for businesses on social media is the decline of organic reach. It doesn’t matter how good your content is. If you want to reach your prospective customers, you need to have a paid strategy.
Also, your strategy should definitely include TikTok, where your ads can reach over a billion users. According to our 2022 Social Trends report, 24% of businesses said TikTok is their most effective channel for reaching their business goals. That’s an increase of 700% over 2020!
3 creative Black Friday ad examples
Walmart – #UnwrapTheDeals
For Black Friday 2021, Walmart created the #UnwrapTheDeals campaign with a custom TikTok filter. Posting a TikTok with the filter allowed users to “unwrap” gift cards and prizes and shop directly in the app. Walmart partnered with influencers to promote the campaign, leading to over 5.5 billion views.
• Make it fun. By using an interactive filter, Walmart made a campaign that was sharable and enticing.
• Add creative rewards. #UnwrapTheDeals offered bonus prizes in addition to the Black Friday discounts. This encouraged TikTok users to try to win by posting a video. Each new post amplified the reach of the campaign.
• Hold attention. You only have a few seconds to catch someone’s eye on social media. A dynamic campaign like this makes users want to stop scrolling and watch.
• Get on TikTok! This is your final reminder to make TikTok a part of your business strategy.
IKEA – #BuyBackFriday
IKEA ran a creative #BuyBackFriday campaign over Black Friday 2020. Rather than just offering a discount, shoppers could earn credit by bringing in old IKEA items. IKEA offers a buy-back program all year, but during Black Friday they doubled the credits.
This campaign worked on a few levels:
• It wasn’t your average Black Friday campaign. The #BuyBackFriday messaging stands out in a sea of “25% off!” posts.
• It appealed to values. A lot of shoppers care about sustainability and affordability. This campaign was built around those principles. Showing your customers that you care about the same things builds loyalty and trust.
• It was about more than the sale. This campaign targeted IKEA shoppers with old furniture to offload. That allowed it to reach people who weren’t even planning on a Black Friday shopping spree.
• It offered a creative discount system. If your business can’t afford to knock 30% off your stock, consider how else you can appeal to shoppers. A credit system like this one encourages customers to return in the future. It’s a long-term strategy for success.
DECEIM – Slowvember
Beauty and skincare brand DECEIM went against the grain. Their “Slowvember” campaign lasted for all of November. The idea was to discourage impulse buying and encourage customers to shop thoughtfully. It got a lot of positive attention from shoppers.
Here are some takeaways:
• Get creative with timing. By running a month-long sale, DECEIM beat the competition on Black Friday.
• Focus on the customer. DECEIM’s messaging was all about their shoppers. This makes people feel cared for. In turn, they’re more likely to support your business in the future.
• Don’t forget the promotion. The campaign tagline got attention. But DECEIM was still offering an attractive 23% discount on all products.
• Offer experiences. Black Friday can be hectic. In response, DECEIM hosted relaxing in-store experiences. They included DJ sets, flower arranging, embroidery workshops, and more. Remember, just because most sales happen online, that doesn’t mean you can forget the in-person experience.
• Think about the long run. Black Friday Cyber Monday is a time to connect with lots of new customers. Ideally, you want to turn those into long-term customers. So think about how you’re building relationships or trust for years to come. You might not make as many sales on Black Friday itself. But a successful business strategy is a marathon, not a sprint.