Black Friday and Cyber Monday campaigns to keep in mind(1)

We know that we are in the middle of the Christmas campaign, and that probably by now you have your entire marketing strategy already designed and in the process of being implemented.

However, it does not hurt taking a look at the campaigns that other eCommerce companies are doing. Maybe you can get inspired for some concrete tactical action before the end of the month, or even change your approach for next year.

Either way, it is always interesting to learn from others. And that is why today we share a selection of Black Friday and Cyber Monday campaigns that we have chosen because of their quality and originality. We hope they inspire you as much as our eCommerce success stories do.

This Tinker campaign is surprising because it not only mixes a spectacular image (and one that is out of the ordinary), but also goes beyond what is expected by making Black Friday coincide with the launch of a new product. 

In fact, it is a bit risky because of the over impact that the consumer is subjected to on those dates. But, we must admit that the image is impeccable, sober, far from extreme colors and generating that desire to know more. A good claim playing with today.

A bet much more similar to the previous one than one might think at first, but which goes to the opposite in terms of chromatic range.

Herschel makes bags and accessories, but in its Black Friday campaign it has chosen to leave all the attention to the promotion itself over the product. Not in vain, they say that it is the only one that is carried out every year.

The white design is very typographic, using the maximum contrast to guide us through a somewhat complex mechanics based on segments of expenditure. The scroll reinforces that feeling of progressing.

Keep in mind that not all is not about impact to capture. Transactional emails, such as abandoned cart recovery emails, have a vital impact on getting the desired results during Black Friday and Cyber Monday.

Rudy’s knows this well, which is why they have used a fairly basic structure that reminds us of the products we have left ready to pay. What makes this example interesting is actually a great exercise of very effective copywriting.

First, it draws your attention by playing with the context of the email (we are not a software update, pay attention to us). And then it is very persuasive by putting in value the promotion (your cart expires and you lose free shipments). Another great example of how simple can work great.

Sometimes we take ourselves too seriously as people and as brands. Humor can be a very interesting lever when we want to communicate. On this occasion, they have sought complicity with a slightly casual touch.

In fact, what MVMT is doing is a very common practice, which consists of extending the offer period by going ahead, as in this case, or extending it beyond Cyber Monday.

How do they justify this? With an amusing wink, slipping two hypotheses: either it is a strategic move or a trainee who has made a mess of it and is going be fired.

It is a simple game, almost a joke, but what they achieve with this is to create a complicity with the client and get away from the recurring message of saving and urgency of limited time. What it comes to say is that you have got an exclusive offer for being smarter than the company.

There is a very simple resource to use in email marketing but it can make a big difference if used well. We are talking about animations.

 Carhartt opted for something quite sober: a curtain that opens, starting the shopping period in a very graphic way.

Putting yourself in the user's shoes, it is something quite pleasant, fluid and draws attention without being aggressive. Excessive or stroboscopic animations sometimes generate the opposite effect to the one desired, causing a certain visual stress.