{"id":2346,"date":"2018-12-20T14:10:38","date_gmt":"2018-12-20T12:10:38","guid":{"rendered":"http:\/\/socialfreaks.org\/blog\/?p=2346"},"modified":"2024-02-26T20:04:51","modified_gmt":"2024-02-26T18:04:51","slug":"black-friday-case-study","status":"publish","type":"post","link":"https:\/\/blog.socialfreaks.bg\/en\/black-friday-case-study\/","title":{"rendered":"Black Friday doesn’t mean a black stamp on creativity"},"content":{"rendered":"

\u0422 Another year passed and with it \u2013 another Black Friday campaign<\/strong>. Since it is one of our favorite campaigns, we kept a close eye on the competitors’ campaigns, successful case studies\u00a0from previous years and everything that could have been helpful.<\/p>\n

Unfortunately, we found an unpleasant trend \u2013 Black Friday campaigns, frankly, are getting more and more boring with each attempt. But we got it quite well this time (and the previous ones, in fact), so we are happy to share our work. Our creative is a bomb, honestly.<\/p>\n

But let start from the beginning \u2013 the first campaign we ever did for Black Friday\u00a0was in 2016. Back then we sat down wondering what\u2019s stopping customers from indulging in the wonderful fever around the big Friday. The insight came relatively easily because in Bulgaria the problem is quite obvious \u2013 well, people simply do not believe in discounts <\/strong>and their real “win over the brand”. In our country, for years, there is a widespread belief that just before this special November day, prices are artificially increased, and then that\u00a050% discount is actually 10%.<\/p>\n

That\u2019s why we decided to stick with the truth, without too much sugar-coating it. Our visuals were simple, but we escaped the misleading rates and gave the real figures weeks in advance so that everyone could track the credibility of the promotion:<\/p>\n

\u201eN\u041eT PROMISES<\/strong>, <\/strong>BUT FACTS<\/strong>\u201c<\/strong><\/p>\n

\"GB_LEONARDO-Ray-Ban_CL\"
\n\"GB_English-home_CL\"<\/p>\n

Needless to say, our idea worked out because no other shopping center has dared to base its Black Friday campaign not on empty promises, but on real facts with a promise of concrete prices for specific products. With this campaign, we also gave tenants the opportunity to promote their brand and promotions.<\/p>\n

So far so good. Next year, we met a new challenge. One of the local corporate giants had patented the phrase “Black Friday”, so we had to be twice as creative. In fact, it turned out that the phrase is not so necessary. Everyone already knew which Friday we were talking about and it was enough to call it simply “The Big Friday”<\/strong>. And our visual\u00a0was right on point:<\/p>\n

\"GSZ_Billboard_400x300\"<\/p>\n

And our subtitle naturally resulted from the insight that B<\/strong>lack Friday is generally the arena for trophies<\/strong>. Well, \u201eHORNS AHEAD<\/strong>\u201c<\/strong> then.<\/p>\n

Our idea even received a modest international response and was loudly applauded by neighboring Romania.<\/p>\n

Thus, by raising our own bar, we have reached this campaign’s KPIs with great expectations and glances aimed at us. We needed something so hot that it was burning. And the client already definitely trusted us, so the brief was short “Be brave<\/strong>“.<\/p>\n

So\u2026 we were totally blocked. We had a lot of ideas, but not a single one was as good as we were<\/strong> hoping<\/strong>. However, it all ended well when after tons of associations with the word “black” we came to the reference to the well-known Bulgarian phrase<\/strong> “white money for black days”, similar to the English idiom “penny for a rainy day”. After a brief game of words, the simple, super-accurate and mega-creative slogan was born:<\/p>\n

\u201e<\/strong>DO YOU SAVE FOR BLACK DAYS? THE BLACKEST\u00a0OF ALL\u00a0IS COMING ON 23.11<\/strong>\u201c<\/strong><\/p>\n

As we already said \u2013 our creative is a bomb piggy bank. So we decided to add to it a wick and\u00a0it became quite real indeed:<\/p>\n

\"GB_Black-Friday-1_Billboard_4x3m_V4_06.11\"<\/p>\n

We reached <\/strong>over<\/strong> 100k online<\/strong> users, over 1k<\/strong>\u00a0of which liked our main visual, and another\u00a0100 shared it.\u00a0<\/strong><\/p>\n

And the billboard looks really great:<\/p>\n

\"Black_Friday_billboard\"<\/p>\n

 <\/p>\n

And any kind of in-mall branding actually:<\/p>\n

\"Black-Friday_elevators\"\"Black-Friday_Mallbranding_refined\"<\/p>\n

We were particularly pleased with the video cover for Galleria Burgas & Stara Zagora’s Facebook page, in which not only does the wick burn, but you actually hear “BOOM\u201d:<\/p>\n

\n