Learn how to create an effective branding strategy and strengthen your brand by planning promotional activities.
A Black Friday It's a global business event that drives millions in business during the month of November, from small businesses to large organizations. While it's a crucial time to boost sales, it also presents a challenge for many brands: how to craft a campaign to generate immediate results without compromising all the efforts made in the previous years. brand building?
The answer lies in branding. When promotional actions are conducted with a clear strategy that follows the guidelines of branding from the organization, they can reinforce the brand value, Instead of simply offering a discount to the consumer, the secret is to ensure that the campaign is aligned with... branding strategy of the company, integrating its He is, he does, and he speaks. in every aspect of communication. Let's better understand how brands can balance sales and branding, creating differentiated communication and experience that further strengthens their positioning?
The importance of branding in seasonal promotions.
During the Black Friday, Many companies focus exclusively on offering aggressive discounts, without considering the long-term impact on... brand reputation. However, seasonal promotions don't have to be the enemy of branding. It's possible to maintain brand consistency, even during periods of intense promotions. The key lies in strategic planning: Aligning corporate strategy with branding strategy., Companies can develop communication plans that add value to the brand and, at the same time, boost sales results. See this practical example. How to build a solid branding strategy during Black Friday.!
The brand Ikea, with its value proposition of democratizing design by offering functional and accessible furniture, maintains its purpose of “"To create a better everyday life for the many people, having a positive impact on the world."” in all its actions. And for this major consumer event of the year, it was no different: the company managed to translate this purpose into a sustainable campaign, the #BuyBackFriday, By encouraging consumers to return their used furniture for resale or recycling, the company offered vouchers in exchange. With this, the company reinforced its commitment to the circular economy and sustainability, reducing waste and extending the life cycle of its products.
Ikea campaign “#BuyBackFriday” | Reproduction: Youtube
The campaign results were impressive: more than 61,000 items were resold., and more than One million quotes for used furniture were obtained.. The campaign also generated a significant impact in the media, with more than 3.7 billion global impressions, This strengthens Ikea's position as a leader in sustainability in the furniture sector. By showing that discounts or benefits not only boost a company's revenue but also an entire ecosystem, the brand creates a strong connection with its purpose and its audience, achieving greater engagement and impact from the campaign.
How Black Friday communicates brand value.
Planning a promotional campaign that builds brand value becomes a competitive advantage, This is because, in addition to reinforcing brand positioning, it ensures that the campaign isn't perceived as just "another one" among the many advertisers offering discounts during that period. Another inspiring example is the music video... #BlackOwnedFriday of Google, The campaign, which used the clip-commerce strategy – a marketing trend that seeks to connect content and sales – focused on encouraging the search for, support of, and purchases from Black-owned businesses. The interactive and shoppable film showcased over 50 Black-owned businesses and products, ranging from beauty items to home goods.
Google's "Black Owned Friday" campaign | Reproduction: YouTube
In addition to betting on differentiated media and featuring artists and influencers such as T-Pain, Normani, and Desi Banks, the campaign uses the power of these personalities to increase the visibility of Black-owned businesses. Integrating entertainment with an e-commerce platform, the Google It creates an engaging and easy-to-use experience where consumers can discover and buy directly from Black entrepreneurs.
While not all corporate strategies enable campaigns of this scale, involving major celebrities, the central point is how Google built one. action that aligns with its narrative Committed to diversity, inclusion, and support for small businesses. By associating a commercial date with a positive social impact, the company strengthens its relationship with consumers who value diversity and equity. The focus on relevance of communication, Adjusted to the context, coupled with accessibility and the democratization of purchasing opportunities, it reflects Google's vision of making the internet and commerce more inclusive.
Success Stories: Creative Black Friday Campaigns
One of the main communication strategies is to generate identification with the audience through references that are part of their own journey. Knowing the audience and knowing how to create a strong emotional connection can make any campaign more meaningful and relevant. That's exactly what... Walmart he did by bringing the film “"Mean Girls"”, widely known for its iconic status, as a central narrative for its Black Friday campaign, as we will see below:
Walmart Black Friday Campaign | Reproduction: YouTube
The campaign uses nostalgia and emotional identification with a cultural reference Popular for attracting and engaging audiences, this classic among millennials and Generation Z is recreated with iconic scenes and dialogue, as well as the participation of some of the original cast. This instant emotional connection with fans of the film also sparks curiosity among new consumers, creating a positive bond with the brand during a period of intense shopping.
By using such a beloved reference, Walmart demonstrates understand your audience This makes the campaign more memorable and shareable on social media, organically increasing its reach. The strategy reinforces the company's commitment to being culturally relevant, transforming Black Friday into an opportunity to generate conversations and strengthen its image, going beyond simple promotional appeal.
Branding and marketing actions are allies in building value.
Branding or Marketing? In fact, both are powerful allies that, when used strategically and in alignment, can scale a brand's potential and achieve organizational goals.
After all, one of the biggest mistakes in marketing campaigns It's the loss of coherence in the message during promotions. Brands need to ensure that, even during discount periods, the brand's purpose is clearly communicated. When they change their narrative simply to "fit" the promotional moment, they can confuse the consumer and weaken the perception of value.
Whether through consistency in the message or the creation of creative narratives, the Black Friday This can be a perfect opportunity to attract, engage, and retain consumers, maintaining a connection that goes far beyond the transactional relationship.
Content by: Paula Cardoso and Bianca Barboni.
Don't stop here: Want more insights on how to strengthen your brand narrative and build iconic branding, even in everyday actions? Click here and check out the next article!
