A Look Back at the Most Memorable Black Friday Campaigns
Black Friday has long been a hallmark of the retail calendar, offering both consumers and businesses lucrative opportunities. For retailers, it's the ultimate opportunity to stand out as they compete for attention in an overcrowded, discount-heavy marketplace. But what separates the successful campaigns from the rest?
In this blog, we'll dive into the most memorable Black Friday campaigns and why they made an impact, from the strategies that captured the public's imagination and drove real results, to the bold anti Black Friday campaigns that reject the entire premise of the sale.
Walmart’s star studded campaign
Featuring appearances from the original cast of the Mean Girls movie, Walmart’s 2023 Black Friday ad had all the qualities of a successful campaign. Capitalising on a movie that has stood the test of time as a cult-favourite, the campaign was attention-grabbing and shareable. It exposed Walmart to a huge audience beyond its regular shoppers and gave the brand a viral moment, increasing organic sharing and amplifying reach with re-shares and engagement.
Cards against humanity’s outrageous advertising
Cards Against Humanity is known for its irreverent humour and unique marketing strategies. Staying true to the brand’s identity, every Black Friday campaign they run is more outrageous than the last. In 2018, they offered a 99% off sale for Black Friday shoppers — but rather than discounting their regular product range, they offered discounts on random items such as a used Ford Fiesta for $97.50, a diamond ring for $32.50, or a life-size Orlando Bloom cut-out for $0.75.
The aim of the campaign was to “pull off a sale so stupid and irresponsible that no other business would ever attempt it”, and it’s safe to say that they achieved their goal. The promotion generated more than 6,200 likes, 3,200 shares, and 1,500 comments on Facebook, demonstrating the effectiveness of absurd marketing when it aligns with a brand’s personality.
Fayt’s outdoor advertising
A marker of a good Black Friday campaign is its ability to cut through the noise made by thousands of other brands also running ads, and that’s exactly what Fayt did. Most brands opt to advertise on digital platforms, so choosing to advertise through an outdoor medium was a great way to get people talking. Despite being an outdoor ad, the marketing strategy captured the attention of many Tiktok users, generating a lot of organic engagement for Fayt and driving many consumers to shop the sale.
Patagonia’s anti Black Friday ad
In 2011, Patagonia rolled out their “Don’t Buy This Jacket” campaign, encouraging people to think twice before purchasing new products. Rather than pushing consumers to make big purchases during the Black Friday period, the brand used it as an opportunity to discourage overconsumption and get consumers to consider the environmental impact that their purchasing behaviours have.
The campaign sparked conversations that aligned with Patagonia’s core values. Although it didn’t drive sales in the short term, it showed customers the brand’s commitment to sustainability and integrity, increasing consumer trust and brand loyalty — playing the long game.