In a sea of Black Friday discounts, how can your brand rise above the noise? The secret lies in creativity. During this bustling shopping period, standing out requires more than just offering great deals; it’s about connecting with your audience on a deeper level.
A well-crafted Black Friday campaign can transform a sale into an experience that drives long-term brand loyalty. Here are 10 creative campaigns that broke the mould and delivered big results:
1. REI’s #OptOutside
Outdoor retailer REI took a bold stance by closing its stores on Black Friday, encouraging customers to spend the day outdoors instead. The #OptOutside campaign resonated with their nature-loving audience and reinforced the brand’s values.
Key takeaway: Going against the grain can make a powerful statement—especially when it aligns with your core mission.
2. Amazon’s Countdown to Black Friday
Amazon builds excitement for Black Friday by starting early. Their “Countdown to Black Friday” includes daily deals, keeping customers engaged and eager for the big day.
Key takeaway: Build anticipation. A teaser campaign can create ongoing excitement rather than relying on a single day.
3. Patagonia’s “Don’t Buy This Jacket”
Patagonia took an unconventional approach, urging consumers not to buy its products. This message, rooted in environmental sustainability, encouraged thoughtful consumption rather than excessive buying.
Key takeaway: Challenge your audience. A campaign that sparks conversation and reflects your values can be just as powerful as a hard sell.
4. Adidas’ “No Code Needed”
Adidas simplified the Black Friday experience with its “No Code Needed” campaign, automatically applying discounts online and in stores without the hassle of promo codes.
Key takeaway: Make it easy. By reducing friction in the buying process, Adidas made it simple for customers to take advantage of deals.
5. Glossier’s “Pink Friday”
Beauty brand Glossier played off their signature colour, renaming Black Friday to “Pink Friday.” With site-wide discounts and exclusive products, the campaign fits perfectly with their minimalist, community-driven identity.
Key takeaway: Tailor your Black Friday to your brand. A small twist can make a big impact when it’s aligned with your brand’s aesthetic.
6. Gymshark’s Black Friday WishList Guide
Knowing the demand for their products, Gymshark created a detailed wish list guide to help shoppers navigate their Black Friday offers. The guide highlighted discounts and offered a step-by-step wishlist strategy.
Key takeaway: Help your customers plan. A guide can add value and ensure shoppers don’t miss out on key deals.
7. Lush’s Limited Edition Orangutan Soap
Lush used Black Friday to highlight their environmental values by creating a limited-edition orangutan soap. Proceeds went to environmental charities, with only 14,600 soaps made—matching the number of Sumatran orangutans left in the wild.
Key takeaway: Use Black Friday to spotlight your brand’s mission. Lush’s campaign stood out by blending product sales with a cause.
8. Cartier’s Extended Return Policy
Luxury brand Cartier offered an extended returns window until January 15, giving customers more time to return holiday purchases. This gesture built confidence for those on the fence about splurging.
Key takeaway: Extend goodwill to your customers. A longer return window can ease purchase anxiety and foster trust.
Turning Deals into Memorable Experiences
Creative Black Friday campaigns don’t just offer discounts; they tell stories, embody values, and engage audiences in meaningful ways. Whether you’re simplifying the shopping experience like Adidas, going against the grain like REI, or using humour, creativity is your ticket to standing out this Black Friday.
