10 Inspiring Black Friday Campaigns from Leading Brands

Black Friday is often seen as one of the most exciting days of the year, but it can also feel overwhelming for both consumers and businesses alike. Consumers are flooded with deals from every brand they’ve ever interacted with, browsed, or even stumbled upon, while companies are fiercely competing for attention. That’s why a well-executed Black Friday campaign is essential to stand out in a sea of offers. 

However, Black Friday marketing isn’t only about offering big discounts and special deals anymore. Brands are implementing a variety of strategies nowadays to make the most of the shopping season – from eye-catching paid advertisements to creative email marketing and social media campaigns designed to engage customers and boost sales. Of course, there are always exceptions to the norm with some brands trying to promote mindful shopping habits or opting out of Black Friday altogether.

So whether you are looking for inspiration or you are just curious to see how leading brands tackle the shopping frenzy, we’ve put together a list of 10 inspiring Black Friday campaigns to have a look at.

1. Influencer Lookalikes by Puma India

Recognizing the popularity of their products – and the flood of their unsuccessful duplicates – Puma India took an innovative approach for their 2022 Black Friday campaign by partnering with Indian influencers. In addition to hiring lookalikes of their prominent brand ambassadors, the brand set up fake pop-up stores with altered branding outside a few of their key locations, where the famous lookalikes were seen posing in front of fake Puma merchandise.

The real influencers, including Indian national team cricketer Virat Kohli, which we see above, joined in by calling out Puma on social media, sparking curiosity. To add to the hype, the brand even made their website look like it had been hacked, prompting Instagram users to express on their social media accounts their confusion at the supposed “bugs” they spotted while visiting the site. 

The underlying message of the campaign was clear: while everything can be imitated, Puma’s Black Friday deals are 100% authentic. During a shopping season where many customers are skeptical of the discounts brands offer, Puma set themself apart with truly unbeatable deals on their top products, promoted through videos featuring all the participating influencers. 

The campaign was a masterpiece, capturing the attention of customers while addressing the doubt many have when shopping during this season.

2. Best Buy’s Gift Recommendations on TikTok

Another great example of leveraging social media for Black Friday comes from Best Buy, the American multinational electronics retailer. The busiest shopping day of the year isn’t only about grabbing deals on long-awaited items for ourselves, it’s also the perfect time to shop gifts, and Best Buy seized the opportunity.

The brand’s campaign revolved around the theme of the perfect tech gift, in collaboration with TikTok influencers to highlight holiday gift ideas. The short video format on the platform was ideal for boosting visibility and engaging with Best Buy’s customers.
For small business owners and freelancers who may not have the budget for a large-scale campaign, partnering with micro-influencers on platforms such as TikTok or Instagram, can be a smart, affordable alternative to generate buzz and to connect with your target audience.

3. Walmart’s Video Ad Campaign Targeting Millennials

As we’ve seen already, social media can be a powerful tool in your Black Friday marketing toolbox. However, instead of sticking to the usual path, Walmart took a more creative leap by launching the Mean Girls ad series, connecting with a generation that grew up with the iconic movie.

The campaign brought back Lindsay Lohan, Lacey Chabert, and Amanda Seyfried reprising their Mean Girls roles, but now as moms. Each week of November, a different character was featured in videos and social media posts alongside exclusive Walmart deals. The campaign became a success among both fans of the film and savvy shoppers.

4. AussieBum’s Black Friday Film Intro

Some campaigns remain timeless, as shown by AussieBum’s 2016 Black Friday film intro ad. The Australian apparel company cleverly parodied famous production company logos, such as 20th Century Fox, Marvel, and Warner Brothers, but with a funny twist – featuring underwear instead. While the aim of a film intro is to create excitement and anticipation for the particular film, AussieBum repurposed it to generate buzz for their substantial discount.

Feel free to draw inspiration from well-known movie openings or pop-cultural references that your audience will appreciate, but always be mindful of copyright laws.

5. Patagonia’s Sustainable Approach to Black Friday Marketing

Black Friday can be a great time to distinguish your brand by highlighting their values, something that Patagonia opted for in 2011, launching one of the first ever anti-Black Friday campaigns with the “Don’t Buy This Jacket” ad in the New York Times. In it, the brand deliberately explained what resources and how many of them were needed to produce a single one of their bestselling jackets, with the aim of encouraging consumers to think twice before choosing a new one.

Staying true to their values, Patagonia is actively going against the common Black Friday trend of slashing prices and offering huge discounts. Instead, the brand uses their campaigns to advocate for mindful consumption, such as their campaign last year: “Let’s Find a Better Way.” Rather than pushing for new purchases, they urged consumers to consider buying used items, trading or repairing what they already own, and if a new purchase is necessary, to choose only high-quality gear that lasts.

6. Black-out-Friday Campaign by Pantee

Another brand that has been known for advocating for sustainable consumer behavior is Pantee. Recognized for creating products from unsold inventory that would otherwise end up in landfills, the brand is committed to both comfort and sustainability, fighting against mindless buying. 

In line with their beliefs, Pantee took a unique approach by restricting access to their Black Friday sale with a password on their website. Only subscribers to their mailing list received it, giving them exclusive access to new items and old favorites on the day. This strategy not only rewarded loyal customers, but also generated new ones as the brand provided a sign-up form on their social channels for anyone wanting to join in.

The campaign was a huge success in its launch year, 2021. Organic social media impressions reached over four times the brand’s total followers at the time, and November web traffic that year increased 122% month-on-month without any paid ads. Moreover, Pantee’s email list grew 33% in the week leading up to Black Friday.

7. Casper’s Alarm Campaign

Do you find yourself setting multiple alarms in order to get up early in the morning? Casper, an American sleep product company, cleverly tapped into this relatable habit for their Black Friday email campaign. By sparking a humorous conversation around a shared morning struggle, they connected with customers on a personal level. In doing so, they also highlighted their current offers, making the campaign both engaging and effective.

8. Barnes & Noble’s Signed Editions Campaign

Barnes & Noble (B&N), the largest bookseller in the U.S., sought to make their customers feel special on Black Friday without relying on any splashy discounts. In 2016, the bookseller invited over 200 renowned writers across a wide variety of genres, including Lee Child, Rupi Kaur and Reese Witherspoon, to sign thousands of copies of their popular books, exclusively for Barnes & Noble customers.

To enhance the experience, Barnes & Noble shared behind-the-scenes content of the signing process, using #BNSignedEditions on Twitter (now X), Instagram, and Facebook. Customers could also enjoy personal video messages from selected authors leading up to the campaign’s launch. 

As a result, the campaign contributed to one of Barnes & Noble’s most successful holiday seasons, with over 650,000 signed books sold. 

9. REI’s Tradition to #OptOutside Black Friday

Have you ever wondered what would happen if you put your phone aside on Black Friday and, instead of fighting for deals, opted for a day in nature? Well, REI’s idea was not far from that. Founded by 23 climbing enthusiasts on a mission to change how people experience the outdoors, the brand started their #OptOutside movement in 2015 – a bold initiative to close REI stores on Black Friday, pay their 12,000 employees to spend the day outside, and invite everyone else to join them.

#OptOutside was the first campaign of its kind, as no other major retailer had ever closed on Thanksgiving and Black Friday. Following REI’s example, more than 1.4 million people and 170 companies, nonprofits and outdoor organizations decided to spend Black Friday outside the office, with more people embracing the movement each year.

10. Cards Against Humanity Out-Of-The-Box Campaigns

In case you don’t really want to contribute to the crazy shopping madness, the fill-in-the-blank witty party game Cards Against Humanity has you covered. Known for taking a stand against mass consumerism, the brand’s Black Friday campaigns are anything but typical.

Despite their controversial name, most of their Black Friday campaigns are surprisingly altruistic. For instance, the profits the brand has made from several of their campaigns have been donated to various organizations, including the Wikimedia Foundation, which is dedicated to encouraging the growth and distribution of free, multilingual content. In 2020, the brand went further by donating their whole Black Friday budget, consisting of $250,000, to nonprofits suggested by their staff that support causes like Black Lives Matter, voting rights, and fair housing. 

Another way that Cards Against Humanity boycotts the first day of the shopping season is by mocking it. In one campaign, they offered customers the chance to buy nothing for $5. Shockingly, 11,248 people gave them $5, with 1,199 contributing more than $5 by submitting the form more than once. Another campaign featured a whopping 99% price reduction on bizarre items such as an original Picasso Lithograph, a life-size Orlando Bloom cut-out, and a 2015 red Ford Fiesta, showcasing their unique approach to Black Friday marketing.

Key Takeaways for a Successful Black Friday Campaign 

It’s no secret that over the last few years Black Friday has become one of the most profitable days for businesses, and because of this, brands will go to great extremes to stand out and avoid becoming yet another annoying email or social media post. Hopefully you’ve taken some useful ideas from our list  to kick off the holiday shopping season – but as you prepare your Black Friday campaign, don’t forget to keep these key elements in mind: 

• Stay true to your brand identity

As we’ve discussed above, even though some brands opt out of offering massive sales and discounts, their loyal customers continue to support them because the brands remain true to their values. This authenticity can sometimes be the best form of advertising. If your brand advocates for sustainable shopping habits, go for it – the right customers will find their way to you. In the race to maximize revenue, many brands lose sight of their purpose. Staying aligned with your core value ensures that your messaging is consistent with your long-term goals.

• Maintain consistency in your messaging and communication channels

Whether you’re opting for a traditional Black Friday marketing approach or trying something unconventional, it’s essential to set a clear vision on how you will present your brand. If your campaign supports a specific cause, communicate how it aligns with your brand values and highlight its importance throughout the whole campaign. If your focus is purely on offering discounts, prioritize the most effective channels and stick to them. For example, avoid starting with an email campaign announcing the start of your Black Friday sale and then shifting entirely to social media to disguise what it will be. Inconsistent messaging can confuse and frustrate your audience, ultimately leading to a drop in sales. 

Kick off the Holiday Season with SiteGround’s Email Marketing Tool

If you are feeling overwhelmed by all the ideas and unsure where to begin, email marketing is a great way for starters. Whether you’re new to email campaigns or a seasoned pro, SiteGround offers a user-friendly email marketing tool that simplifies the process. With features like pre-built layouts, an AI assistant to write messages and generate images, and a lead generation plugin to easily import contacts from anywhere, you’ll be set up for success in no time. 

Sounds great, right? Choose Siteground’s Email Marketing tool to engage your audience and drive results this Black Friday!