When your brand only goes on sale once a year, it’s a good idea to let the world know. That’s what we did with moto graphics company SKDA, building a Black Friday campaign based on scarcity & exclusivity.
The first step? A creative direction that articulated the key message (one week, once a year) while still retaining the premium, aesthetically considered look & feel of the brand.
Step two? Create an actual Campaign, with a capital C.
In 2022, SKDA turned on their Black Friday sale by accident. In 2023, they went through a full, meticulously planned campaign cycle, from soft tease to final hours.
Educating the customer
Order forms, kickoff times, discounts applied at checkout. None of these friction-points would be barriers to purchase this year, with time dedicated to educating & familiarising the customer with a fairly niche product & order process.
Social
(Hard tease - Final day)
Email
The highlight? A community-driven email (No Promo, Just Inspo) sent right in the midst of our sale encouraging our customers to take a break from the Black Friday messaging, and featuring inspiring or aesthetic content from our social community.
-
![]()
Hard Tease
-
![]()
Launch
-
![]()
Final Hours
-
![]()
Crowd Favourites
-
![]()
No Promo, Just Inspo
Orders Placed
+50.4% YOY
Revenue
+66.5% YOY
Traffic
+22.8% YOY
Revenue from Email
(Owned channels were a specific focus for this campaign)
+232.2% YOY