15+ Best Black Friday Marketing Campaigns

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Marketing Campaigns

Ever heard of “holiweek”? According to our friends at Stacked Marketer, it’s something you should try as part of your holiday marketing strategy.

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Marketing Campaigns

It’s pretty simple; turn Black Friday, Cyber Monday and other holi-days into holi-weeks or even holi-months. Then you’ll give your customers the ‘excuse’ they need to enjoy your special holiday deals for longer and boost your overall holiday sales.

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Chatty Feet – #Putasockinit

We’ve seen it before – brands that go the “anti-Black Friday” route, criticizing the frenzied consumerism of the holiday season while at the same time promoting their own products.

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Chatty Feet – #Putasockinit

It’s easy to be cynical about it, but when it’s done well, this tactic is pretty effective. In 2021, the funky sock company, Chatty Feet, told Black Friday to “put a sock in it”. Literally.

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Chatty Feet – #Putasockinit

In an attempt to “drown out the noise” of the sale season, the brand committed to donating two pairs of socks to charity for every pair bought before Cyber Monday.

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Chatty Feet – #Putasockinit

Besides the pun, which we loved, it is also great to see a brand that walks the talk and really turns Black Friday on its head, presumably wearing a cool pair of socks at the same time.

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Teachable – Smart Discounts

This one is simple, but that’s why we like it. While businesses are offering 25%, 30%, 50%, or even 75% off, Teachable, the online learning creator platform, decided to go original and offer 36%, 47% and 58% discounts on its annual subscription plan.

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Teachable – Smart Discounts

Promoted via a short video post on its Facebook page, there is something about these non-round discount figures that really makes you take notice.

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Teachable – Smart Discounts

It might even change consumer behavior! During Black Friday season, everyone is offering deals and discounts. With a small tweak, yours can jump out and grab consumer attention too.

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Dude Dad – Golden Ticket Giveaway

2021 was the 50th anniversary of the beloved movie classic Willy Wonka & the Chocolate Factory. 

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Dude Dad – Golden Ticket Giveaway

Dude Dad, the popular online personality and video creator, decided to produce a Wonka-themed Black Friday video, complete with a real-life Golden Ticket Giveaway competition.

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Dude Dad – Golden Ticket Giveaway

Any orders of over $50 from the Dude Dad store before December 3 might have one of three Golden 

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Dude Dad – Golden Ticket Giveaway

Tickets inside! Instead of a visit to a chocolate factory, the winners receive one of three dude-like prizes, including a snow blower, leaf blower, grill set and more. 

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Dude Dad – Golden Ticket Giveaway

There’s nothing better than when a marketing campaign references pop culture in a fun and smart way. The Golden Ticket concept is the perfect fit for the Black Friday shopping vibe.  We love it!

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Bed Bath & Beyond – For the house

What’s the first rule of marketing? Know your audience. And if you know what they are thinking, then you definitely can’t lose!

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Bed Bath & Beyond – For the house

This fun Black Friday commercial from Bed Bath & Beyond literally gets inside the heads of its target customers.

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Bed Bath & Beyond – For the house

The ad features a shopper deliberating over the Black Friday deals she would love to buy, but can’t really justify, because she is gift shopping, right? But her subconscious – in the form of a reassuring sales clerk – tells her it’s “for the house”.

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Bed Bath & Beyond – For the house

She gets totally on board, buying everything she wants – for the house, of course! This is a genius ad, because it so totally captures the guilty pleasure of Black Friday shopping. 

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Bed Bath & Beyond – For the house

What’s more, it gives the customer an ‘out’ so they can buy what they really want. Clever stuff.

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Google – #BlackOwnedFriday

Google’s brilliant Black Friday campaign nailed it in so many ways, it’s hard to know where to begin. Firstly, Google focused a spotlight on a key social justice issue, turning Black Friday into #BlackOwnedFriday, 

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Google – #BlackOwnedFriday

supporting black businesses and shops during the holiday season. The campaign commercial is a fantastic ‘shoppable’ film starring T-Pain, 

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Google – #BlackOwnedFriday

Normani, and Desi Banks, featuring dozens of products from black owned businesses that can all be purchased at the campaign website.

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Google – #BlackOwnedFriday

Plus, the campaign includes a Google search marketing component, directing viewers to search for “black owned shops near me”. 

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Google – #BlackOwnedFriday

The results are configured to promote relevant links and content that boost the visibility of black owned stores and businesses in every location.

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Google – #BlackOwnedFriday

It’s the second year running for this incredibly unique Black Friday campaign, and we look forward to seeing what Google delivers for the theme next year.

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TWOJEYS – Project Black Friday: The Bank Never Wins

Who doesn’t love a great heist movie? Watch some awesome video storytelling at work in this Black Friday campaign from Twojeys, the Spanish unisex jewelry brand.

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TWOJEYS – Project Black Friday: The Bank Never Wins

For Black Friday 2020, the brand created a 5:40-minute movie, starring actor Oscar Casas, model and influencer Jessica Goicoechea, YouTuber Nil Ojeda, and singer Lil Moss, as well as the Twojeys founders and others from the Twojeys family.

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TWOJEYS – Project Black Friday: The Bank Never Wins

The film tells the story of a break in at a casino bank, and the theft of 10 million euro worth of jewelry. Production quality, suspense, and pure fun, the Bank Never Wins, but jewelry lovers do! 

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TWOJEYS – Project Black Friday: The Bank Never Wins

Launched on Instagram, the movie resulted in 5000 more orders in the first 24 hours, and racked up over 5 million views.

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Walmart – #Unwrapthedeals

Every marketer knows that interactive content works, but creating something that really stands out is a challenge. That’s why we loved Walmart’s TikTok campaign that turned Black Friday sales into a fun, engaging, gamified experience.

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Walmart – #Unwrapthedeals

The campaign used a shoppable TikTok filter that enabled customers to “unwrap” virtual deals and discover Black Friday surprises.

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Walmart – #Unwrapthedeals

Using the #Unwrapthedeals hashtag, TikTokers posted their challenges for all to see, and if they liked their win? They could click straight to the product page on Walmart’s website and buy it.

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Walmart – #Unwrapthedeals

The campaign was a phenomenal success, with over 5.5 billion hashtag views, and an 18.4% engagement rate, breaking all TikTok Hashtag Challenge benchmarks.

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Best Buy – Black Friday… in July

Getting ahead of the competitors is always a good tactic in marketing. Best Buy decided to take it to the extreme, offering a “Black Friday in July” sale with big discounts on open box and clearance items – in July.

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Best Buy – Black Friday… in July

At the end of the day, this campaign was simply a cheeky way to leverage the buzz of the “Black Friday” concept a few months early. And it’s a smart way to bring attention to the brand, at a time when no one else is talking about Black Friday.

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Best Buy – Black Friday… in July

Why wait till November, when customers are absolutely bombarded with Black Friday offers everywhere they turn? The early bird catches the worm, so to speak.

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Costco –  The day the deals “leaked”

Speaking of cheeky marketing tactics, there’s nothing like a “leak” to drive interest and attention.

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Costco –  The day the deals “leaked”

In this case, a news item presented the (shocking!) news that Costco’s Black Friday ad had been leaked early online, giving a sneak preview of some of the sales and discounts that will soon be on offer, like $499 large screen TVs and $200 laptops.

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Costco –  The day the deals “leaked”

Although transparent, somehow it does the trick of building anticipation and making sure that Costco stays top-of-mind among consumers in the leadup to the big day.

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IKEA – #BuybackFriday

Today’s consumers are super aware of global issues like sustainability, and they love brands that share their values. Rather than just relying on the usual Black Friday discount concept,

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IKEA – #BuybackFriday

IKEA meshed its brand values with its annual Black Friday marketing to launch the #BuybackFriday campaign.

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IKEA – #BuybackFriday

The campaign, which ran for a week in 27 countries, gave customers the opportunity to return used IKEA furniture and receive a credit voucher for up to 50% of the value of the item. 

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Patagonia – ‘Buy Less, Demand More’

Outdoor clothing and gear brand Patagonia is well-known for its challenging, value-based approach to everything it does, and its 2020 Black Friday campaign was absolutely no exception.

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Patagonia – ‘Buy Less, Demand More’

The company wrote and promoted a ‘reversible’ poem to raise awareness about the urgent need to save the planet. And there’s no better time to remind consumers of the importance of ‘buying less’ than during the frenzied shopping season.

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Patagonia – ‘Buy Less, Demand More’

The poem can be read in both directions – start to finish, or in reverse. Read normally, it is a lament about the state of our world; read backwards, it’s a call to action. 

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Patagonia – ‘Buy Less, Demand More’

The ad was promoted with a full page ad buy in the New York Times, and while it took a 180-degree turn away from traditional Black Friday marketing, it definitely turned heads.

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Banana Republic – Video ad

Plus the mood was more subdued than usual too. Banana Republic did a nice job under these conditions with a warm and mellow Black Friday ad.

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Banana Republic – Video ad

Set against scenes of loving couples and families in quiet, isolated settings, there was of course the obligatory 50% off promotion. 

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Banana Republic – Video ad

And while the 2020 campaign was focused on providing Black Friday shoppers with all they need online without having to leave home, this year the brand will also put more effort into getting foot traffic back into stores.

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The Verge – Mystery bag

Grabbing consumer attention around Black Friday is tough. So many sales, so many deals, so many ads!

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The Verge – Mystery bag

People love free stuff, so a good quality competition will always be a winner, and that’s exactly what The Verge tech news website did.

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The Verge – Mystery bag

To celebrate Black Friday, it created a competition to win a mystery bag full of their favorite tech gear and gadgets, 

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The Verge – Mystery bag

But as we all know, nothing is ever really free, so in order to enter the competition, people were asked to follow @VergeDeals Twitter account.

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The Verge – Mystery bag

xisting followers just had to log in to Twitter to get entered into the competition, and they could even enter again in exchange for a retweet. 

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The Verge – Mystery bag

It’s a lot of potential reward for a few clicks – totally worth it and also a great way to engage readers and get those retweets during the tweet-filled holiday period.

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Amazon Fire TV – Influencer marketing

What do you get when you mix macro-influencer marketing, pop-up stores, and live content sessions? You get an awesome Black Friday marketing campaign for Amazon Fire TV.

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Amazon Fire TV – Influencer marketing

OK, so this is an example of a resource-intensive campaign that won’t suit many businesses, but it’s a great source of inspiration for how to stand out and create Black Friday buzz.

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Amazon Fire TV – Influencer marketing

During the campaign, celebrities hosted a week-long schedule of curated programming at an LA mall, building brand awareness for Amazon Fire TV with live sessions demonstrating how to use the product to prepare for the holidays.

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Amazon Fire TV – Influencer marketing

A pop-up store was nearby to capture foot traffic of engaged customers, and local LA-based influencers were invited to visit and receive a free device in exchange for exposure on their social media accounts. 

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Amazon Fire TV – Influencer marketing

The best of the Hollywood spirit and the best of Black Friday marketing.

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Space Camp – Buy now, experience later

One of the powerful aspects of Black Friday deals is that they are instant. Get your heavily discounted microwave today and start cooking! That works great for products, but what about services?

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Space Camp – Buy now, experience later

What about events or happenings that might only occur a few weeks or months from now? That’s no reason not to get on the Black Friday bandwagon. 

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Space Camp – Buy now, experience later

Space Camp does it every year, offering early registration to summer camps and seminars at discounted Black Friday prices.

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Space Camp – Buy now, experience later

Black Friday is actually a great way to secure those bookings and revenue well in advance, by offering discounted prices for future events. If you are selling a service or workshop that customers will be using in the future, consider offering advance bookings at special prices for your Black Friday marketing tactic.

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Space Camp – Buy now, experience later

If you are selling a service or workshop that customers will be using in the future, consider offering advance bookings at special prices for your Black Friday marketing tactic.

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