By now, we all know how important the Black Friday and Cyber Monday period is to students. It’s the time of year they splash the cash and treat themselves, as well as taking the opportunity to get ahead on Christmas shopping.
As a result, BFCM is also a hugely significant period for brands and youth marketers: young people are ready to spend their money, and by getting involved brands can attract new customers, boost sales and earn Gen Z’s loyalty.
But how can you tweak your marketing strategies to maximise these opportunities? In this blog post, we take a look at five of the best Black Friday campaigns from 2022, sharing why they hit the mark with Gen Z.
When is BFCM?
This year, Black Friday is on Friday 24th November. Cyber Monday follows a few days later on Monday 27th November. Over the years, this selling period has become a week-long shopping bonanza for those wanting to get some great products with even better deals.
Some of the most popular items that go on sale during BFCM are technology, fashion, health and beauty, and travel.
5 inspiring Black Friday campaigns from 2022
1. Google: Black Owned Friday
Created in partnership with the U.S. Black Chambers, Inc, Google’s ongoing Black Owned Friday campaign aims to celebrate and support Black-owned businesses during the BFCM season.
In 2022, Google released a shoppable music video featuring Flo Milli, business owners and more than 100 products from Black-owned businesses. By combining interactivity and entertainment, Google flipped the focus and funnelled huge amounts of spending towards these businesses, creating initiatives and promoting change in the process.
Black Owned Friday was such a success that following its first appearance it’s now entering its fourth year.
2. Davines
High-end hair care brand Davine is known for their commitment to sustainability. However, in 2022 they took it one step further with their BFCM campaign by donating 100% of their online profits earned on Black Friday to charities that support environmental causes.
Gen Zers loves a brand that shares their values and are much more likely to engage with one that aligns with their expectations – after all, it makes it more authentic, builds loyalty and boosts engagement.
Davine’s charitable take on the shopping period really helped them to stand out amongst the consumerism of BFCM, and set the tone for a new take on the period (Green Friday, anyone?).
3. Samsung: Reverse Auction
In an unexpected move, 2022 saw Samsung Australia turn the BFCM tables by encouraging shoppers to catch a real bargain via a reverse auction.
The campaign invited customers to bid as low as possible on a range of their products, from smart TVs to phones. Winning bids run at nearly 50% lower than the recommended retail prices and a huge 50,000 people registered for the auctions – that’s a huge reach!
Whilst Samsung may have not made the big, big bucks in the short term with this campaign, it was a great way to build brand awareness, stand out from the crowd and secure shoppers for the future.
4. Lucy & Yak: #FiorDiLotoFriday
Fashion brand Lucy & Yak has become known for its positive stance towards BFCM thanks to their worldwide campaign, #FiorDiLotoFriday.
Since 2018, the sustainable brand has taken advantage of Black Friday spending and done some good in the world by donating products to the Fior Di Loio Foundation, a charity that helps young girls in Pushkar, North India, receive education.
In 2022, Lucy & Yak gave an astounding 50% of all their profits from 21st – 28th November to the foundation. Now that’s an example of how to make a difference!
And the results? Well, students love Lucy & Yak for their funky clothing, great discounts and emphasis on DE&I.
5. ASOS : #ASOSInTheBag
ASOS is always set to do well during Black Friday, and last year the ecommerce brand offered nearly 80% off everything on its site. But with items including everything from fashion to homeware, there was a risk that shoppers would become overwhelmed with choice. So how did they engage and retain the attention of shoppers?
Last year’s #ASOSInTheBag campaign saw the brand team up with popular creators, sharing ASOS hauls on social media. Shoppers were also encouraged to use the hashtag when sharing the Black Friday steals, and this UGC was an absolute hit with TikTok users.
But what is it about a haul that TikTokers love so much? Well, they feel real, like a friend is showing off their latest purchases, and help shoppers to understand exactly what the clothes look like when tried on. Seeing a product from a BFCM deal makes it ‘real’, and shoppers can gain a real understanding of what’s available to them and how.
Want to find out more about how you can build brand loyalty and increase conversations this Black Friday? Discover everything you need to do by visiting our BFCM hub.
