5.5 billion hashtag views;
engagement level 18.4%;
TikTokers have created over a million videos using the hashtag #UnwrapTheDeals.
Focus on top customers
If you don't want to or can't give discounts to everyone, focus only on regular or most affluent customers or create a separate campaign for them. If these people usually have a high average check, then on Black Friday it can be even higher.
Cosmetic brand MONAT sent an email to its VIP customers phone number list offering a 70% discount on a collection of hair strengthening products. Overall, they had several similar offers for similar buyers.
According to a Klaviyo benchmark report, emails to these customers typically make up only 3–5% of the total email base. But they spend three times more per recipient than other buyers from the base.
Create an “information drain”
It's a risky tactic, because you're not guaranteed to be believed. But you can play off the "information leak" in a humorous way if you want, or later openly admit that it was a "hoax." But Costco has launched such a campaign for real.
Costco is the largest chain of self-service warehouse stores that sells goods from a limited number of manufacturers. On the eve of November, there was a “shocking news” that information about their “Black Friday” had leaked online ahead of schedule. For example, it became known about the sale of laptops for less than $200 and large-screen TVs for $499. Despite the fact that this frankly smacks of PR, Costco has attracted attention on the eve of the important day.
Intrigue
People love secrets and surprises, especially when they can get something as a gift. By making a secret offer, you can attract those who would not otherwise be interested in a specific product.
The Verge, a tech site, decided to give away a mysterious black bag. They said, "We have too much stuff in our office, so we're giving away a trendy backpack filled with hundreds of dollars worth of gear, gadgets, and more." And while the bag itself didn't look very nice, there were plenty of people who wanted it.
To enter the giveaway, people were asked to follow the @VergeDeals Twitter account. Existing followers simply had to log in to Twitter to enter the contest. They could even enter again in exchange for a retweet. This way, the site got the word out to a wide audience of potential shoppers ahead of Black Friday.