You might think Black Friday advertising is just about yelling “SALE!” and endless discount banners. The reality is quite different. Black Friday has produced some of the most creative marketing campaigns we’ve seen. Brands like Samsung created reverse auctions while Patagonia took an anti-consumerism stance. These approaches showed that Black Friday advertising goes beyond price cuts.
These campaigns turned a simple discount day into something bigger – a cultural phenomenon. Some brands took bold steps. They raised prices when others lowered them. They connected shopping with social causes. A few brands even told their customers not to buy anything. Here we look at some state-of-the-art campaigns that did more than boost sales – they reshaped our view of Black Friday completely. These campaigns teach us valuable lessons about creativity, courage, and marketing that shape retail strategies today.
Samsung’s Reverse Auction Campaign (2022)
Patagonia’s ‘Don’t Buy This Jacket’ Campaign (2011)
Google’s #BlackOwnedFriday Initiative (2020-2022)
TWOJEYS Casino Heist Campaign (2020)
McDonald’s ‘Mistake’ Tweet Campaign (2017)
Samsung’s Reverse Auction Campaign (2022)
Samsung’s Reverse Auction Black Friday Campaign
Samsung redefined Black Friday advertising with a game-changing concept in 2022. The company turned traditional discounting upside down by launching a reverse auction platform that gave customers control over pricing.
Campaign Strategy and Implementation
The concept was simple yet revolutionary. Samsung’s reverse auctions started at full retail price and dropped until someone placed a bid or the price reached INR 83.77. This was different from traditional auctions where prices go up. The platform came with several features:
- Dynamic content and live bidding capabilities
- Up-to-the-minute price drops visible to all participants
- Automatic bid processing system
- Mystery product reveals to keep excitement high
Premium products became available through this unique pricing model. These included the 85″ QN900B Neo QLED 8K Smart TV (RRP INR 1,005,104.69) and Galaxy Z Fold4 (RRP INR 209,330.49).
Consumer Response and Engagement
The auctions generated tremendous enthusiasm. Over 51,600 people signed up to participate. Customers grabbed products at significant discounts:
- Smart Monitor M8 UHD went for 49.7% off RRP
- The Freestyle Portable Projector sold at 46.5% off RRP
The industry recognised this breakthrough approach. The campaign won multiple prestigious awards including Silver Cannes Lions for Data-Driven Direct Strategy and Use of Digital Platforms, along with Bronze Cannes Lions for Consumer Goods and Small-Scale Media.
Vidhi Punamiya
Patagonia’s ‘Don’t Buy This Jacket’ Campaign (2011)
Patagonia shocked the advertising world during Black Friday 2011. While other retailers slashed prices, they ran a full-page New York Times ad with an unusual headline: “Don’t Buy This Jacket.”
Campaign Message and Values
The campaign showcased Patagonia’s steadfast dedication to environmental responsibility. The brand boldly revealed their best-selling R2 jacket’s environmental cost:
- 36 gallons of water consumed (equivalent to 45 people’s daily needs)
- 20 pounds of carbon dioxide emitted (24x the jacket’s weight)
- Two-thirds of its weight in waste produced
This message lined up with their mission: “Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.”
Marketing Strategy and Execution
Simple yet powerful describes the campaign’s execution. A full-page ad displayed their popular jacket next to detailed environmental data. The Common Threads Initiative made this Black Friday advertising stand out by asking consumers to:
- Buy only what they need
- Repair what breaks
- Reuse or recycle everything else
The campaign’s influence reached way beyond the reach and influence of immediate sales. Yvon Chouinard, Patagonia’s founder, observed: “Every time we’ve done the right thing, it’s ended up making us more money.” Many brands now follow similar value-driven approaches, showing that environmental responsibility and business success can go hand in hand.
Patagonia became the trailblazer of environmentally responsible Black Friday campaigns. They continued this tradition through initiatives like their 2016 campaign, where they donated 100% of Black Friday revenues to environmental protection groups.
Rishi Mundra
Google’s #BlackOwnedFriday Initiative (2020-2022)
Google’s #BlackOwnedFriday Initiative
The 2020 COVID-19 pandemic devastated businesses worldwide. Yet it sparked one of the most meaningful Black Friday marketing initiatives. Google turned the year’s biggest shopping day into a powerful movement that supported Black-owned businesses as they fought to survive.
Campaign Development and Goals
A harsh reality sparked this initiative: 41% of Black-owned businesses had shut down during the pandemic. Google partnered with the US Black Chambers, Inc. to build a campaign that went beyond traditional advertising. They set out with clear objectives:
- Build long-term economic strength
- Help people find businesses through Google products
- Reshape consumer shopping habits
Social Impact and Reach
The campaign grew remarkably. It featured partnerships with renowned artists like Wyclef Jean, Ari Lennox, and Keke Palmer. The 2023 version turned “100% Pure Love” into “100% Black-Owned” – a perfect blend of culture and purposeful marketing.
Business and Community Results
Participating businesses saw exceptional growth. GROUNDED, one featured business, saw its Instagram traffic jump by an incredible 3000%. The program introduced useful tools such as:
- Black-owned business badges on Google Maps and Search
- AI-powered Product Studio to create better product images
- A dedicated microsite showcasing Black-owned products
This campaign stands out in Black Friday advertising because of its dedication to permanent change. Google built a support system that helps Black entrepreneurs year-round, instead of focusing on just one day of sales.
“Where America spends their dollars really can make change,” became more than words – it grew into a movement that changed how people think about conscious shopping during the holidays.
TWOJEYS Casino Heist Campaign (2020)
TWOJEYS Casino Heist Campaign
Black Friday advertising reached new heights when TWOJEYS, a Spanish unisex jewellery brand, turned their 2020 campaign into a Hollywood-style heist film.
Creative Concept and Execution
The brand created an amazing 5:40-minute movie with a star-studded cast. Actor Oscar Casas, model Jessica Goicoechea, YouTuber Nil Ojeda, and singer Lil Moss teamed up with TWOJEYS founders to tell a thrilling story about a €10 million jewellery heist from a casino bank.
These production elements stood out:
- Cinema-quality filming that matches Hollywood standards
- A story that keeps viewers on the edge of their seats
- Natural placement of brand elements
- Entertainment and marketing that work hand in hand
Campaign Success Metrics
The results were a big deal as they meant traditional Black Friday marketing standards were left in the dust. The first 24 hours showed:
- 5,000+ new orders came flooding in
- An incredible 5 million Instagram views
- Brand awareness skyrocketed across European markets
- Engagement rates hit record levels for a jewellery brand
This campaign stands out because it took Black Friday advertising from basic promotional content to must-watch entertainment. TWOJEYS proved that great storytelling can turn advertising into something people want to watch and share. Sometimes the best way to boost sales is to give people something they truly enjoy.
Shubham Kumar
McDonald’s ‘Mistake’ Tweet Campaign (2017)
The best marketing wins sometimes come from apparent mistakes. Our team analysed one of the most intriguing Black Friday advertising moments. McDonald’s posted what looked like an incomplete tweet: “Black Friday **** Need copy and link****.”
Social Media Strategy
A social media nightmare at 2 AM turned into a masterclass in brand management. McDonald’s took a potential PR crisis and reshaped the scene into marketing gold. The tweet stayed live for hours, which showed remarkable restraint in crisis management.
Their response strategy turned out brilliant:
- They managed to keep the tweet instead of deleting it
- They followed up with a clever self-deprecating response
- They utilised the moment to show brand authenticity
The way competitors joined the conversation fascinated us. Wendy’s, known for their social media wit, couldn’t resist jumping in, which amplified the campaign’s reach even further. The “mistake” created more awareness than any planned Black Friday marketing could have achieved.
Brand Engagement Results
This campaign’s success taught us valuable lessons about modern marketing:
- Authenticity Wins: The human element of the “mistake” struck a chord more than polished marketing
- Quick Thinking Matters: Their follow-up tweet about needing McCafé coffee first showed the perfect brand voice
- Engagement Over Perfection: The imperfect tweet created more interaction than their typical promotional content
This case turned from a potential crisis into a textbook example of modern social media marketing. Brands have tried to copy this “authentic” approach, but McDonald’s accidental success showed that the best Black Friday advertising comes from embracing imperfection rather than chasing perfection.
Rishi Mundra
Final Thoughts
Successful campaigns shared key ingredients: they stayed true to their values, had a clear purpose, and knew their customers well. Samsung created excitement with reverse auctions while Google’s #BlackOwnedFriday showed how technology could drive social change. McDonald’s proved that authentic imperfections appeal more than perfect marketing. Barnes & Noble reminded everyone that physical stores still create unique experiences.
These stories teach crucial lessons about marketing today. Brands need to stand for something real, take bold creative risks and build real relationships with customers instead of chasing quick profits. The numbers tell the story – Patagonia’s sales grew 30% after asking people not to buy their products. TWOJEYS got 5,000 orders through creative storytelling.
StartupTalky’s Instagram page offers great content, reels, case studies, memes and more to help you learn about retail breakthroughs and marketing insights.
Black Friday’s future belongs to brands that build meaningful customer connexions while staying authentic. These campaigns prove that customers notice and respond when brands dare to be different and true to themselves.
FAQ
What are some of the best Black Friday marketing campaigns in history?
Some of the best Black Friday marketing campaigns of all time are:
- Samsung’s Reverse Auction Campaign (2022)
- Patagonia’s ‘Don’t Buy This Jacket’ Campaign (2011)
- Google’s #BlackOwnedFriday Initiative (2020-2022)
- TWOJEYS Casino Heist Campaign (2020)
- McDonald’s ‘Mistake’ Tweet Campaign (2017)
What sells the most on Black Friday?
Electronics, home appliances, clothing, and toys are the top-selling categories on Black Friday.
How do you run a successful Black Friday campaign?
- Start early with teaser campaigns.
- Offer exclusive deals and discounts.
- Use email and social media for promotions.
- Ensure a seamless checkout process.
- Leverage urgency with limited-time offers.
