Here’s What the 5 Most Viral Black Friday Campaigns Did Right (That Your E-Commerce Should Do Too)

Black Friday is one of the most competitive shopping events of the year, causing e-commerce brands to seek new ways to cut through the marketing noise. While discounts are the top way to entice shoppers, many brands are creating new strategies that truly capture their attention. For e-commerce brands to succeed this year, the key is to grab Black Friday campaign ideas from some of the most viral marketing efforts. 

Source: https://www.instagram.com/p/CH8HLzGM4xj/?hl=en

1. Tentree’s Green Friday: A Model for Sustainable E-Commerce Campaigns

Tentree launched a Green Friday campaign that fused environmental responsibility with a promotional strategy. Instead of following the usual Black Friday discount frenzy, Tentree focused on promoting its goal to plant one million trees through the year’s Black Friday Cyber Monday (BFCM) sales. 

According to Shawn McIntyre — Tentree’s former e-commerce manager — the company managed to double that target from the previous year. How it achieved this was by offering site-wide discounts, free shipping and daily promotions while highlighting its mission to reduce environmental impact. It also gave customers unique codes to track where it would plant their trees, adding a personal touch to the shopping experience.

By repositioning Black Friday as a mission-driven event, Tentree engaged eco-conscious consumers and boosted brand loyalty. Consider aligning your store’s promotional efforts with a greater cause. Today’s consumers may be looking for the best deals, but they also want to support brands that reflect their values. Therefore, a socially responsible campaign can be worth two-fold in return on investment if it connects with your audience emotionally.

Source: https://x.com/PDGAdvertising/status/1826606647948530156/photo/1

2. Brooklinen’s “Accidental” Early Access Campaign: Clever Marketing With a Twist

Brooklinen took a refreshing approach to its Black Friday marketing by sending out an “accidental” early access email to its subscribers. The email subject line — “[NEEDS APPROVAL] Early Access” — makes it look like an employee meant to send it internally to double-check that the links were working. 

Inside, the email provided a link to early access discounts of 20% off and a bonus of a free $35 candle. Yet, what appeared to be a slip-up was an orchestrated strategy to surprise customers and create buzz around the sale. 

The brilliance of this campaign centers around its ability to break through the clutter of traditional Black Friday emails. By playing on the “oops” factor, Brooklinen engaged customers in a fun, unexpected way. In turn, the company makes its subscribers feel like they are in on something exclusive, creating a sense of urgency and excitement around the sale.

Grab your own inspiration from this campaign and determine how you can add a touch of playfulness and surprise to set your brand apart during the holiday season. Consider breaking the mold by experimenting with unconventional approaches like this one to catch customers off guard in a positive way.

Source: https://central.gymshark.com/article/gymshark-black-friday-all-you-need-to-know

3. Gymshark’s Wishlist Guide: A Master in Shopper Engagement

Gymshark is a popular fitness apparel brand that had the idea of using a Black Friday campaign differently to get customers into its shop. While the online retailer offered storewide discounts, it used this opportunity to maintain a strong connection with its customers. The brand created a step-by-step guide to tell customers when it will be running sales and how to curate a Black Friday wish list.

Giving customers this walk-through helped shoppers plan ahead, ensuring they knew about every single deal. This strategy drives higher conversions because customers have clear ideas of what to expect rather than being left to deal with the chaos of Black Friday. By making it easier for customers to shop, your brand can maximize sales during one of the busiest shopping periods of the year.

As an e-commerce owner, consider how you can simplify the shopping experience for consumers during the holiday season. Offer tools like wish lists and detailed guides to help customers feel prepared. Going beyond the discounts makes customers feel more appreciated. 

Although 27% of consumers plan on spending less this year, you can maximize sales by making their shopping journey the smoothest possible.

4. Walmart’s Mean Girls Ad Series: Tapping Into Nostalgia

Walmart’s Mean Girls was single-handedly the most viral Black Friday marketing campaign of 2023. This ad brought back beloved characters from the 2004 cult classic, such as Lindsay Lohan, Amanda Seyfried and Lacey Chabert. Each week, Walmart coordinated a comedic Black Friday shopping ad, dropping in references to the original film and its promotions.

Audiences who grew up watching Mean Girls were excited to see its debut. It evoked positive feelings and reminded millennials of simpler times. The ads worked perfectly to entertain, driving millennials to hit the share button across the internet. With the amount of engagement this campaign received, the ad series became a hit and drove excitement around Walmart’s Black Friday offerings.

Nostalgia marketing is always a recipe for success when done strategically. In a video ad like this, you can reference pop culture to create buzz and drive customer interest. As long as you include familiar elements that resonate emotionally with customers, you can guarantee increased brand visibility and engagement.

Source: https://clios.com/awards/winner/creative-commerce/samsung/reverse-auction-139391

5. Samsung’s Reverse Auction: Turning Black Friday Upside Down

Samsung Australia made a bold move with this Black Friday campaign idea using a reverse auction. Rather than focusing on discounts, Samsung encouraged shoppers to bid as low as possible on popular products. The tech giant would start the bids at full price, then decrease until every product had a bid or the prices reached $1 — whichever came first. The winning bids were often nearly half off the retail prices.

This campaign drew massive attention — over 50,000 people registered for the auction. This campaign’s purpose was to flip the script of traditional Black Friday sales and turn the model into an interactive event. The campaign led to a 270% increase in revenue that day and a huge increase in website traffic.

While selling high-end products for $1 doesn’t lead to massive profits, the campaign did succeed in increasing sales and achieving a 360% ROI. Sometimes, taking risks with unconventional sales formats can pay off immediately and in the long term. It is just a matter of creating something that captures customer attention through enticing shopping experiences.

Driving Connection and Success With These Black Friday Campaign Ideas

The most successful Black Friday campaign ideas have one thing in common — they go above the standard discount offer. Instead, they get creative in delivering a memorable shopping experience. 

Consider your target audience, what they like, and what they value most. When you keep your customers in mind, you connect with them on a deeper level. As such, your brand can differentiate itself in the market and inspire lasting loyalty.