Black Friday: Brands go all out with notifications, social media creatives & influencers

Customers indulge in both impulse buying and planned buying on Black Friday as brands market the exclusivity of the event, say experts

e4m by Tasmayee Laha Roy
Updated: Dec 4, 2019 7:52 PM

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Most millennials spent the last weekend filling up their carts on ecommerce platforms. Diwali is long gone and Christmas isn’t here yet. Why was India shopping then? It was due to he Black Friday sales.

Unlikely hit by any form of slowdown, the American tradition had a good show in India this season. Thanks to brands and their marketing initiatives, the Black Friday sale weekend is now a thing in India too.

While global brands like Shein, Myprotein,H&M, Club Factory took the Indian chapter of Black Friday sale seriously, indigenous brands like Nykaa, Smytten, Raisin and many others also clocked record numbers in terms of sales on account of the amount of marketing initiatives around the event.

“Black Friday is not a brand building exercise, it is marketed in a way that it drives sales,” said Sabyasachi Mitter, Founder and MD, Fulcro.
Black Friday sale was marketed in a way that it tempted buyers to spend generously on e-commerce even those who shied away from spending during Diwali due to the chatter around the economic slowdown.

“Black Friday sale in India is more personalized. It is not on the television or the newspapers. Customers get notifications on their apps. The marketing around the event is designed to not create chatter but drive business. India is a price conscious market and any form of discount offered always lures the buyer, e-commerce sales exists because of deep discounts so once there is a lure of a special discount buyers make the most of it,” Mitter added.

Black Friday is the name given to the shopping day after Thanksgiving but not many in India know that, said experts. Customers indulge in both impulse buying and planned buying on Black Friday because brands market the exclusivity of the event in a manner that lure buyers.

“Most customers in India, especially those in tier II and tier III cities, do not even know the background of Black Friday. It is the marketing initiative by e-commerce players that has created chatter around Black Friday sale and also translated into heavy sales for these players. Black Friday sale is not for brand building but for 2 to 3 days of serious selling, hence the mode of communication is more of e-mailers and in app notifications along with social media creative re-marketed mostly it to existing customers who were targeted with the lure of ‘upto 70% off’,” Mitter added.

How did brands popularise Black Friday Sale?

Smytten, a premium brand discovery and trial start-up, has seen a steady growth in consumer traction around Black Friday on its platform. Last year, it witnessed a 2X growth in orders on Black Friday as compared to festivals like Diwali. This year, 200+ premium brands across beauty, grooming, fragrances, food and beverages offered special deals on Black Friday on Smytten.

“We have recorded 7X growth in sales compared to last year thanks to our marketing strategy we successfully grabbed the attention of not just buyers to shop on Black Friday but also new brands on board to be a part of the discount. 20 per cent of our quarterly marketing spend is spent on popularizing black Friday sale. We actively worked with influencers to popularize the sale. We engaged with 300 micro-influencers to reach out to millennials on various platforms. Not just that we also did brand lead advertising and promoted trials for our customers,” said Swagat Sarangi, Co-Founder, Smytten .

“While the core customers were targeted through re-marketing and in app messages, our social media initiatives with the micro influences generated 20 million impression among peripheral audience,” Sarangi added.

Another brand Raisin, a contemporary line of fusion wear, spent 15 per cent of their total marketing budget for the month on popularizing Black Friday sale. “Unlike other players our sale was a single day event. We marketed Black Friday sale heavily on social media on platforms like Instagram, Facebook and Twitter. Alongside emailers we also promoted blogger engagements and spent a lakh only on social media promotions for creatives we used an image of the face of our brand Bhumi Pednekar in a black dress and publicized it across-platforms where we promoted black Friday sale,” said Raisin Co-founder Vikash Pacheriwal.

Vincent Lou, Founder and CEO, Club Factory said, "Club Factory has gained immense popularity among users in India for offering modern, unique and trendy items at the most affordable price. Gamification was the key promotion strategy for our Black Friday sale. We had multiple game features that allowed users to get products free of cost (or for just Rs. 1) by inviting their friends on the platform. Consumers availed attractive discounts on a unique range of next-generation products across electronics, clothing, beauty, jewellery, home décor, accessories and more. We had on offer huge discounts on select products with free shipping on every order all over the country. With deals and Flash Sale at a regular interval of 4 hours, customers were assured of whopping discounts on their favourite products. Select products were available for as low as Rs.9 whereas a wide range of products was available for attractive price points of Rs. 199 to Rs. 599. Going forward, we will continue to bring the best shopping experience to our users through various deals and shopping festivals".

Europe’s sports nutrition brand Myprotein worked with influencers like Gaurav Taneja and Bani J to popularize Black Friday sale in India. “For us Black Friday sale online is larger than Diwali sales, so we promoted it aggressively spending 10 per cent of our entire marketing budget only on popularizing this one event,” said Esha Singh, General Manager, Emerging Markets at Myprotein.

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