Top Holiday Weekend Campaigns of 2016

five black friday + cyber monday campaigns to learn from

Written byGabrielle, Marketing Coordinator

Black Friday + Cyber Monday

During the holiday season brands are in constant competition for shoppers’ attention.

A digital agency, primarily focused on luxury digital flagships, One Rockwell, discussed that their energy worked towards leveraging pre-existent functionality, engaging in recycling of product bundling, and focusing on early VIP early access to aggressive mark-down opportunities.

Reflection of these strategies supported their conclusion that content messaging supported equal opportunity for both brick and mortar discounts and digital discounts with the following:

- Black Friday ranked in $3.34 billion worth of online sales

- ⅓ of that number being derived from mobile

Read ahead to unveil data-validated examples from top marketers and implement these strategies post holidays or during holiday 2017.

Source: Colleen Oates, Marketing Director at One Rockwell

BrandMiiR

Campaign TypeEfficient access to holiday guides and promotions

ResultsOver 5 days MiiR’s holiday strategy lifted their conversion rate 27% and made them an extra 47% in total revenue.

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Campaign 1

Guide + PromoMiiR, a socially responsible outdoor products retailer, put together a holiday gift guide and 12 Days of MiiR campaign.

Instead of a popup, MiiR used the Shopper Portal, a single solution for all AddShoppers campaigns to enable “developer free” promo launches, to greet customers, prompting them to check out the guide.

Busy holiday shoppers used the portal to efficiently navigate the gift guide and campaign; the campaign was 12 days of promotions, each day one was valid only valid the day of, thus creating urgency.

BrandMabel’s Labels (An Avery Brand)

Campaign TypeHoliday Sale

ResultsSurpassed fiscal goals and conversion rate increases

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Campaign 2

Holiday SaleFor the 2016 holiday shopping weekend, AddShoppers client, Mabel’s Labels, hosted a holiday sale campaign.

They promoted their sale on-site with the Shopper Portal that greeted customers with a slide out message displaying a countdown timer to when the holiday sales were ending.

BrandPaul Fredrick MenStyle

Campaign TypeHoliday sale promotion through email

ResultsThe following holiday campaigns contributed to email-generated revenue up more than 120% YoY.

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Campaign 3

Holiday EmailsPaul Fredrick MenStyle used their email service provider (ESP), Bronto Software, to promote their Black Friday + Cyber Monday promotions through email campaigns.

Messaging for Thursday-Saturday’s email included a sale promotion of up to 65% off + free shipping.

Their second email promoted a sale running Sunday-Monday, of up to 50% off + extra 30%+ free shipping.

BrandSun & Ski

Campaign TypeBehavioral Targeting + Giveaways

ResultsOverall social landscape growth of 319 fans and reached over 140k individuals. Viewers of this campaign converted at 1.5%.

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Campaign 4

GiveawayAddShoppers client, Sun & Ski, ran a “12 Days of Giveaways” 2016 holiday campaign.

They used the Shopper Portal to grow their database through email acquisition + increase social engagement to spread brand awareness.

Within the portal, customers could enter to win an item specifically tied to the day of promotion. Countdown timers stimulated followers to check daily for new promotions. Social sharing for additional entries also boosted their social presence.

Campaign 5As a household name in apparel, this client consistently sees fantastic results using our platform.

For their 2016 holiday shopping campaign, they decided to use the Shopper Portal to host their “hot buys”.

No extra incentives were offered. The Shopper Portal directed customers to already reduced items.

BrandLeading Apparel Company

Campaign typePromotion of already reduced items

ResultsUsing an interactive platform to promote their items made this retailer an extra 12.8% in total revenue in 3 days.

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Trends In Weekend Sales

- Brick and mortar or wholesale presence transacted 4x as much on Cyber Monday as they did on Black Friday

- Digital-only brands displayed relatively even numbers on both days

- Cyber Monday revenue for clients averaged approximately a 10% increase

- Black Friday revenue averaged a 40% decrease for their clients

Source: Colleen Oates, Marketing Director at One Rockwell

The scope of holiday shopping has shifted. Online sales are booming and that specific shopping days no longer matter. The anticipation of a shopping holiday has lead to prior increased spending.

As shopping trends continue to morph it will be interesting to see how brands will change their discounting approach for future holiday sales.

To support this shift, One Rockwell looked to their top client retail brand for trends, and were able to confirm these trend with the following:

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