Black Friday Campaign
When brands are bombarding your users’ inboxes with the same message—get this consumer holiday deal, it’s more important than ever to consider customer experience. A lot of marketers try too hard to stand out, sacrificing clarity for gimmicks that add to the noise. I chose instead to keep it simple.
Goal / Challenge
Get existing customers to upgrade to a higher-priced tier offering more features than their current plan—to the tune of 115k in bookings with fewer touchpoints than we normally have for campaigns, due the short 2-day window for this consumer holiday.
Approach
At this time of year, we were competing with tons of other Black Friday promotions. So I got stakeholder buy-in to make our campaign copy as short and glanceable as possible—driving users with even the shortest attention spans to the big green button faster.
Result
Campaign drove 140k in bookings, which was about 122% of goal. Also drove 2,549 customers to upgrade to our highest tier for individual users.
First touch: Black Friday
Here, I’m making the copy as direct as possible: Lead with the offer. Show the value in one line. Get them to the big green button before they know it. It’s simple—but not easy! It takes a lot of work to whittle a message down to its bare essentials while still making it sound compelling.
Mobile in-app takeover
Mobile in-app card
Mobile push notification
Desktop web takeover
Desktop web banner
Second touch: Cyber Monday
For this second and final touch, the approach remains essentially the same: Highlight the offer and make clicking the button feel effortless. I do this while adding a dollop of urgency and a dash of FOMO, all while keeping things short and glanceable.