Brands that are doing Black Friday right - and on LinkedIn too!
At its conception, Black Friday was a big event, with even bigger savings. “Sell ‘em cheap, stack ‘em high” the mantra on commerce brands’ lips.?
But as Black Friday has continued to spread around the world, the market has become saturated, the time period extended, and…? it’s kind of lost its exclusivity, no??
Standing out on Black Friday is becoming as much of a challenge as on any other day. But this challenge can be met and we’re going to look at some brands that are smashing it.?
These brands tell a story, connect with their audience, and use every channel to create impact , including LinkedIn.?
Let’s look at how they leverage employee advocacy and LinkedIn to make their Black Friday campaigns pop.
1. Patagonia: Purpose Over Profit
In 2016 Patagonia broke ground by donating 100% of their Black Friday sales to environmental causes instead of offering big discounts. This strategy aligned with their brand values and they have since gone on to donate all of their profits to a trust that combats climate change. It’s aptly named Patagonia Purpose.
Employees were the face of this campaign. They shared their passion for the planet on LinkedIn, amplifying the message beyond corporate posts.
Key takeaway
Use your team’s personal stories to drive authenticity. Encourage employees to share why they care about your mission.
2. Gymshark: Community First
Gymshark treats Black Friday as more than a sale, but as a chance to engage their community with a 6.6:1 return on ad spend. They focus on building hype weeks in advance, using behind-the-scenes content and collaborations with influencers.
While Instagram is a big focus of their marketing efforts, they have a multi-channel strategy that includes LinkedIn and employee advocacy. Gymshark makes their team part of the conversation early, encouraging them to post personal insights and engage with their company content.
Key takeaway:
Start early and get your employees involved. Share sneak peeks and behind-the-scenes content to build excitement.
3. Adobe: Empowering Businesses
Adobe nails Black Friday for their audience. They focus on what their tools can do for businesses, sharing success stories, and tutorials. Their same annual, Black Friday special offer has become widely recognised in the tech and design industries, to the point some customers have built a reliance on their 50% off annual subscriptions.
Their employees amplify these messages on LinkedIn and forums, sharing their own expertise and insights into how Adobe’s products make a difference and how to get the best deals.
Key takeaway:
Use Black Friday as an opportunity to educate and inspire, not just sell. Listen to your customers and perhaps… give what they want, or even need!? Employee advocacy can bring these messages to life.?
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4. Glossier: Personal Touch
Glossier keeps Black Friday campaigns simple but effective. They rely on their strong brand voice and use social media to connect with customers.
Their team actively shares campaigns on LinkedIn, adding personal stories about their favourite products or customer interactions.
Key takeaway:
Personal stories sell. Encourage your employees to share what they love about your products or how they help customers.
5. Spotify: Data-Driven Fun
Spotify leans into data for their Black Friday campaigns. They create tailored offers and fun messaging that feels personal.
Their team often shares this content on LinkedIn, talking about the tech and creativity behind the campaigns. This brings credibility and humanises their message.
Key takeaway:
Highlight the people and innovation behind your campaigns. LinkedIn is the perfect place to do this.
The Power of LinkedIn and Employee Advocacy
What ties all these brands together?
Their ability to make Black Friday more than just a sale.
LinkedIn is a powerful tool for:
Encourage your team to get involved. Provide them with clear messaging, visuals, and the freedom to add their personal touch.
Your Black Friday Success Starts Here
Want to take your Black Friday campaigns, and beyond, to the next level? Let’s chat. At Pitch121, we specialise in employee advocacy and LinkedIn strategies that build trust and drive results.
Get in touch today and let’s make your campaigns unforgettable.