5 Black Friday Influencer Marketing Campaigns Done Right
Black Friday has always been America’s largest shopping season, jumpstarting crowds of buyers looking to get a head start and score some sweet deals on their holiday gifts. With stores reopening nationwide, Black Friday this year has the excitement of all eager shoppers around the country. COVID-19 propelled a shift to the digital way of life bringing incredible integrations between online shopping and influencer marketing. Check out our top 5 Black Friday influencer marketing campaigns and get some inspiration.
Walmart launched its #UnwrapTheDeals Black Friday campaign last year with notable modifications to emphasize online shopping convenience amid COVID-19. Their goals were to create a catered campaign in order to prioritize convenience for online shoppers while engaging with Gen Z and millennial shoppers to generate product awareness. Walmart partnered with six diverse comedy and entertainment influencers on TikTok. Among the six chosen was powerhouse creator Zach King, bringing the potential audience reach to over 74 million users. Walmart partnered with TikTok comedian @muslimthicc to showcase their AI filter Black Friday deals as well as TikTok influencer family, like The J Family. By broadening its campaign target demographics from its previous Gen Z-focused 2019 Black Friday Campaign, Walmart is able to extend its reach and diversify the potential consumer TikTok audience. Within the first two days of the campaign, the hashtag #UnWrapTheDeals hit over 5.6B billion views. Expanding the influencer categories from dance to entertainment and comedy allows the retail chain to tap into different target audiences. These audience expansions along with the brand-made AI filter showcased Wamart’s active Black Friday Deals in an interactive way that’s both convenient for the consumer and keeps the campaign centered around the featured products.
Walmart, for example, launched a #WalmartSyncAlong marketing campaign on TikTok featuring musical influencers like @jvke and @spencerx singing along to a designated jingle highlighting the many deals featured on the upcoming Black Friday sale. Many other creators were then prompted to create their own TikToks or duets by a chance to win $100 Walmart gift cards! The campaign not only reached over 2.5B views but also resulted in a great amount of user-generated content. The campaign presented its ad in an easily shareable music format, allowing the jingle to spread quickly across the platform. The call to action also promoted additional user-generated content which propelled the campaign further.
Kopari Beauty is a skin and beauty brand that launched a successful Black Friday campaign around influencer communities. The brand had influencers create their own holiday wish lists of Kopari products and share those lists online. These lists helped inspire the audience regarding holiday gift ideas and created an easy way for customers to quickly purchase those products directly from the platform. They also incorporated affiliate links and discount codes which further incentivized views to make purchases. Followers used these lists as inspiration for highly-recommended products from authoritative consumers.
Amazon Fashion #PajamaJam
Amazon Fashion launched their #PajamaJam challenge, with influencers walking or dancing to their designated soundtrack while showcasing their favorite Amazon holiday pajama fit! The sponsored hashtags featured TikTok icons Charli D’Amelio, @Justmaiko, and @team2moms while covering a wide range of audience demographics by including creators from different minority, sexual orientations, and religious backgrounds. The hashtag similarly catalyzed lots of user-generated content as well as a whopping reach of over 4.1B views.
GymShark has taken a different approach for Black Friday this year. Instead of direct ads with recommendations from influencers, they are using popular trending sounds on TikTok to create meme-worthy moments to promote the heavy Black Friday discounts. These videos attempt to leverage the virality potential of popular audios on TikTok and make for a very efficient and affordable campaign using mainly micro-influencers.
With online shopping on the rise and influencer marketing becoming more and more dominant as a primary advertising format, how will consumer behavior and corporate strategy adjust to these changes? Want to learn more about Black Friday influencer marketing and online shopping? Reach out to us today!