BLACK FRIDAY
CASE
As a context: at that moment, DOLADO was a wholesaler of electronics and cell phone accessories, which sold products to retailers throughout Brazil through its own e-commerce.
What was done?
To leverage November sales, our bet was on Black Friday - which is not common in the wholesale sector. "You can't think with your B2C head", we were told, but we were firm on the proposal. In the end...
If the shopkeeper buys at a discount,
his profit may be greater!
So why wouldn't he be willing to buy from us?
Is the entire website on sale enough?
And the answer we reached was: NO! And much of it was based on our B2C mindset, despite the warning not to be. But let's face it: retailers are also consumers, and they are also affected by the Black Friday frenzy.
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We needed a leverage
Which we found by developing a deeper strategy that involved more areas of the company (Purchasing, Product, Sales, Tech) and had a greater impact on the audience: both in terms of price and engagement.
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We started with a BEAUTIFUL landing page (you can say that) that received leads from our paid media campaigns, where we targeted both warm and cold audiences. All of this using multiple creative offers, but also...
with our influencer
We created over 10 teaser videos for different moments of the campaign: talking about the event, current promotions, giveaways, inviting people to register, reminding them about the date, and much more.
Meanwhile, we ran email nurturing campaing
This way, the subscribers were impacted by us daily with incredible offers for their store. Not to mention that it was another way to remind them of the main event of the entire Black Friday campaign:
Our liveshop:
Be Prepared for Black Friday
We had a little over 2 hours of liveshop with the influencer and entrepreneur Moisés Leal, one of the biggest names in the industry. We created a scripted liveshop with customer and employee participation, and live giveaways!
Result: +6x revenue
The impact was so significant that we felt the effects for the next three days. The previous liveshop had already been phenomenal, but this one was emotional.