One key learning from 2019 was the success that critical dates can provide for different brands and verticals across Q4. We found that for some brands in the fashion and beauty sector, Singles Day was crucial – in fact, in the US alone Singles Day was worth $30 billion in 2019. Luxury brands also benefit from Singles Day, as the discounting only lasts 24 hours compared to Black Friday, which can last up to two weeks.
However, for other verticals like menswear and sportswear, Black Friday and Cyber Monday remained crucial in 2019. For these brands, transparency and flexibility over this period was key despite careful planning. One client’s competitors launched new, aggressive strategies in the final lead up to Black Friday. This required us to make last-minute changes to campaigns to ensure the client’s offering remained competitive and appealing to their consumer base.
Proactive communication and collaboration was critical to ensuring success, and some changes needed to be made on Black Friday itself! Despite initial plans going out the window, this flexibility led to our client surpassing their original growth targets and maintaining ROI.
Offer fatigue was something we had to consider for brands that had run discounting strategies across the year. We looked at how we could still engage the consumer, but not repeat an offer they’d already seen. For this reason, we explored added-value campaigns, looking at gift cards and relevant brand partnerships where we offered a brand’s services when a consumer completed a purchase.
This approach was received extremely well, as we tailored offers to the audiences that we were targeting. In turn, we saw positive engagement and results.