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As Black Friday and Cyber Monday (BFCM) 2024 approach, it's vital to look at past successes to inform your strategy. Learning from companies that have excelled in user acquisition (UA) during previous BFCM events can provide valuable insights and inspiration. Here’s a look at some of the best examples of UA strategies from the past few years, highlighting what these companies did right and how you can apply these lessons to your own campaigns.
Best Examples of User Acquisition for BFCM
1. Glossier: Leveraging Social Proof and UGC
What They Did:
Glossier, a beauty brand known for its minimalist products and strong online presence, leveraged user-generated content (UGC) to drive user acquisition during BFCM. They encouraged their loyal customer base to share their favorite products on social media, using a branded hashtag. Glossier then reposted these UGC videos and photos on their own social channels and website, creating a sense of community and trust.
Key Takeaways:
- Leverage UGC: Encouraging customers to share their experiences can build trust and authenticity.
- Use Branded Hashtags: Create a specific hashtag for BFCM to track and amplify customer posts.
- Engage with Your Audience: Reposting UGC shows appreciation and builds a stronger connection with customers.
2. Gymshark: Creating Urgency with Limited-Time Offers
What They Did:
Gymshark, a fitness apparel brand, created urgency with limited-time offers during BFCM. They utilized countdown timers on their website and sent out personalized email reminders to their subscribers, highlighting the limited availability of their deals. This strategy played on the fear of missing out (FOMO), driving high engagement and conversions.
Key Takeaways:
- Create Urgency: Use countdown timers and limited-time offers to drive quick action.
- Personalize Communications: Send personalized emails to remind users of deals and create a sense of exclusivity.
- Capitalize on FOMO: Highlighting the limited nature of deals can increase urgency and drive conversions.
3. Amazon: Advanced Retargeting and Personalization
What They Did:
Amazon's BFCM strategy is a masterclass in advanced retargeting and personalization. They used browsing and purchase history to deliver highly personalized product recommendations through email and onsite ads. Additionally, Amazon employed retargeting ads to bring back users who had shown interest in products but hadn't completed their purchase.
Key Takeaways:
- Advanced Retargeting: Use retargeting to re-engage users who showed interest but didn’t convert.
- Personalized Recommendations: Deliver personalized product suggestions based on user behavior.
- Data-Driven Strategies: Utilize user data to inform your UA strategies and create more relevant marketing campaigns.
4. Nike: Mobile Optimization and Interactive Content
What They Did:
Nike focused on mobile optimization and interactive content during BFCM. Understanding that a large portion of their audience shops on mobile, they ensured their mobile site was fast and user-friendly. Nike also created interactive content such as polls and quizzes on social media to engage users and drive traffic to their mobile app and website.
Key Takeaways:
- Optimize for Mobile: Ensure your mobile site is fast and user-friendly to capture mobile shoppers.
- Use Interactive Content: Engage users with interactive elements like polls and quizzes.
- Drive App Engagement: Promote your mobile app as a key shopping destination during BFCM.
5. Warby Parker: Seamless Omnichannel Experience
What They Did:
Warby Parker, known for its eyewear, created a seamless omnichannel experience for BFCM. They integrated their online and offline channels, allowing customers to check stock online, reserve products, and pick them up in-store. Warby Parker also utilized email and SMS notifications to keep customers informed about their orders and special in-store events.
Key Takeaways:
- Omnichannel Integration: Ensure a seamless shopping experience across online and offline channels.
- Inventory Visibility: Allow customers to check product availability and reserve items online.
- Personalized Notifications: Use email and SMS to keep customers informed and engaged.
6. The Bouqs Co.: Influencer Marketing with a Cause
What They Did:
The Bouqs Co., a flower delivery service, partnered with relevant micro-influencers on social media during BFCM. These influencers promoted The Bouqs Co.'s deals while also highlighting their commitment to sustainable practices. This strategy leveraged influencer trust while aligning with their target audience's values.
Key Takeaways:
- Leverage Influencers: Partner with influencers who align with your brand values.
- Promote Sustainability: Highlight your commitment to sustainable practices to resonate with eco-conscious consumers.
- Use Micro-Influencers: Engage with micro-influencers for a more authentic and trusted promotion.
7. Duolingo: Gamification and Free Trials
What They Did:
Duolingo, a language learning app, used gamified elements during BFCM. They offered users bonus points or free streak freezes for completing lessons during the sale period. This strategy incentivized existing users while also attracting new users with free trials to test the app.
Key Takeaways:
- Gamify Your App: Use gamification to increase user engagement and retention.
- Offer Incentives: Provide bonuses or free trials to attract and retain users.
- Engage Existing Users: Incentivize your current user base to stay active during promotional periods.
8. Airbnb: Experiences and Gift Certificates
What They Did:
Airbnb expanded their user base by promoting unique experiences alongside their traditional accommodation offerings during BFCM. They also offered gift certificates, allowing people to gift travel experiences to others. This broadened their appeal and catered to holiday shoppers.
Key Takeaways:
- Expand Offerings: Promote diverse products and services to attract a broader audience.
- Offer Gift Certificates: Provide gift options to appeal to holiday shoppers.
- Highlight Unique Experiences: Emphasize unique and memorable experiences to stand out.
Additional Best Practices for BFCM User Acquisition
- Offer Early Access or Pre-Sale Exclusives: Reward loyal customers by offering them early access to BFCM deals or exclusive pre-sale opportunities. This creates a sense of appreciation and incentivizes repeat business.
- Partner with Other Brands: Consider collaborating with complementary brands for cross-promotion during BFCM. This can help you reach new audiences and leverage each other's customer bases.
- Utilize Paid Search Advertising: Utilize platforms like Google Ads to strategically target high-intent shoppers searching for specific products during BFCM. This allows you to capture users actively looking for deals in your niche.
How Uplifted Supports Your UA Efforts for BFCM
Comprehensive Video Content Creation
Uplifted enhances your UA efforts with high-quality UGC video ads. By integrating the strategies used by successful companies, you can create engaging scripts and visuals that capture user interest.
Digital Asset Management (DAM)
Efficiently manage your digital assets with Uplifted’s DAM system. Our platform offers advanced tagging and search functionalities, making it easy to organize and find your assets.
Performance Analytics
Track key performance metrics such as Return on Ad Spend (ROAS), conversions, and click-through rates (CTR) with Uplifted’s comprehensive analytics. Gain deeper insights into which creatives perform best and why, allowing for real-time optimization.
A successful BFCM campaign hinges on a robust user acquisition strategy. By learning from the best examples of past UA strategies and leveraging Uplifted’s comprehensive support, you can maximize your efforts. Embrace the power of AI-driven insights, personalized content, and seamless digital asset management to make BFCM 2024 your most successful yet.