Growth Marketing
Case Study: Record-Breaking Black Friday Campaign
Brand: Old School Labs
Role: Campaign Strategist, responsible for conceptualizing the strategy and executing it.
TL;DR: My strategy was to flip the typical discount approach on its head, and integrate a blockbuster product launch for maximum impact. Result: the brand’s best sales week ever.
“[This campaign] is [not only] something fans don’t want to miss, but more interestingly, it is incredibly unique” —STACK3D
1 - Objective:
Develop and implement a standout campaign strategy to capture customer attention and drive sales during the highly competitive Black Friday period.
Timeline: October - November 2022
2 - Strategy:
A. Shrinking Discount:
• Devised a unique shrinking discount strategy, starting with the highest discount the week before Black Friday and decreasing as the week progressed. This strategy completely went against the norm of discounts which increased as the week progressed. The aim was to beat the competition early and create urgency among customers to convert right away.
B. Blockbuster Product Launch:
• Strategized the release of Blast MAX, a product with blockbuster potential, set for Black Friday. The strategy of launching this high-impact product was to maintain momentum in the latter part of the week, after the initial boom of sales.
C. Hype Building Campaign:
• Created a comprehensive hype-building campaign, leveraging teasers on organic and paid channels, influencer collaborations, email, and SMS campaigns to generate anticipation and scarcity for both the shrinking discounts and Blast MAX. The product’s limited availability and exact time of release were consistently communicated to build scarcity, urgency, and drive immediate sales.
3 - Execution:
A. Campaign Strategy:
• Led the entire campaign strategy, setting the creative vision and theme. Ensured all elements, from ad strategy to creative content, aligned with the campaign goals.
B. Ads, Social, and Email/SMS:
• Orchestrated a strategy for lead-generating ad campaigns and landing pages, social media content to maximize hype and awareness, and email/SMS campaigns to maximize sign-ups and conversions.
C. Influencer Engagement:
• Engaged influencers to amplify the campaign, ensuring their content was perfectly timed and aligned with the campaign’s messaging.
D. Content:
• Worked closely with internal teams, designers, and agency partners to brief, coordinate, and produce high-quality content and promotional materials such as graphics and videos, ensuring they lined up with the campaign’s vision.
4 - Results:
• Achieved the best sales week in the brand’s history, with Blast MAX selling out quickly.
• The campaign strategy received press attention within the supplement industry for its innovative approach.
• The campaign was an exciting statement from the brand and received overwhelmingly positive feedback from the community, enhancing brand engagement and relevance.
5 - Tools Used:
• Shopify, Meta Ads, Google Ads, Klaviyo, Grin, Triple Whale, Google Analytics.
