The last Friday of every November is a special day for most brands - Black Friday, the day of massive discounts, shopping excitement, and, of course, the moment when months of marketing efforts finally pay off.

Since the success of any campaign depends largely on its concept and execution, we’ve gathered some outstanding examples of creative and effective Black Friday campaigns that stood out for their originality and results.

The Verge

In 2019, the tech news website The Verge launched a giveaway offering users a chance to win a backpack filled with top tech gear and gadgets. The twist? The brand didn’t reveal what was inside. It only hinted that the prize was worth hundreds of dollars.

To enter, users simply had to follow The Verge on Twitter - with existing followers automatically included - and retweeting the post increased their chances of winning.

The campaign’s message was simple yet powerful. As The Verge put it:

“Black Friday is almost here, which means great deals on gadgets. But you know what’s better than cheap stuff? Free stuff.”

A minimal investment, clever use of suspense, and a clear call to action made this campaign a hit.

22 Days Nutrition

The popular nutrition brand 22 Days Nutrition took a different approach, relying heavily on email marketing as its main Black Friday channel.

Their campaign started with a bold headline:

“Are you ready to solve the mystery?”

The twist lay in the discount itself - each subscriber received a unique promo code with a mystery discount ranging from 20% to 50%. The element of surprise drove significant traffic to the website and boosted sales dramatically.

A simple idea executed well - proof that creativity often beats complexity.

Lush

In 2017, cosmetics brand Lush found a brilliant way to highlight its values while joining the Black Friday buzz. The company launched a limited-edition orangutan-shaped soap to raise awareness about the endangered species.

All proceeds from the sales were donated to the Sumatran Orangutan Society in Indonesia. The campaign was authentic, transparent, and fully aligned with the brand’s ethical image - a perfect example of purpose-driven marketing done right.

Final Thoughts

Some of the best Black Friday campaigns in the world didn’t rely on massive budgets or extreme discounts. Their success came from meaningful ideas and creativity - the two essential ingredients behind every powerful marketing initiative.

If you want to create campaigns that are not only successful but also smart, creative, and strategic, reach out to BuzzMaker. Fill out the contact form on our website - and let us take your brand’s digital presence to the next level.