Guide of some of the top performing 2016 holiday weekend marketing campaigns.

1. Top Holiday Weekend
Campaigns of 2016
five black friday + cyber monday campaigns to learn from
Written by
Gabrielle, Marketing Coordinator

2. Black Friday + Cyber Monday
During the holiday season brands are in constant competition for shoppers’
attention.
A digital agency, primarily focused on luxury digital flagships, One Rockwell,
discussed that their energy worked towards leveraging pre-existent
functionality, engaging in recycling of product bundling, and focusing on early
VIP early access to aggressive mark-down opportunities.
Reflection of these strategies supported their conclusion that content
messaging supported equal opportunity for both brick and mortar discounts and
digital discounts with the following:
- Black Friday ranked in $3.34 billion worth of online sales
- ⅓ of that number being derived from mobile
Read ahead to unveil data-validated examples from top marketers and
implement these strategies post holidays or during holiday 2017.
Source: Colleen Oates, Marketing Director at One Rockwell

3. Brand
MiiR
Campaign Type
Efficient access to holiday guides and
promotions
Results
Over 5 days MiiR’s holiday strategy
lifted their conversion rate 27% and
made them an extra 47% in total
revenue.
1
2
3
Campaign 1

5. Guide + Promo
MiiR, a socially responsible outdoor products
retailer, put together a holiday gift guide and
12 Days of MiiR campaign.
Instead of a popup, MiiR used the Shopper
Portal, a single solution for all AddShoppers
campaigns to enable “developer free” promo
launches, to greet customers, prompting
them to check out the guide.
Busy holiday shoppers used the portal to
efficiently navigate the gift guide and
campaign; the campaign was 12 days of
promotions, each day one was valid only
valid the day of, thus creating urgency.

6. Brand
Mabel’s Labels (An Avery Brand)
Campaign Type
Holiday Sale
Results
Surpassed fiscal goals and conversion
rate increases
1
2
3
Campaign 2

8. Holiday Sale
For the 2016 holiday shopping weekend,
AddShoppers client, Mabel’s Labels, hosted
a holiday sale campaign.
They promoted their sale on-site with the
Shopper Portal that greeted customers with
a slide out message displaying a countdown
timer to when the holiday sales were ending.

9. Brand
Paul Fredrick MenStyle
Campaign Type
Holiday sale promotion through email
Results
The following holiday campaigns
contributed to email-generated revenue
up more than 120% YoY.
1
2
3
Campaign 3

11. Holiday Emails
Paul Fredrick MenStyle used their email
service provider (ESP), Bronto Software, to
promote their Black Friday + Cyber Monday
promotions through email campaigns.
Messaging for Thursday-Saturday’s email
included a sale promotion of up to 65% off +
free shipping.
Their second email promoted a sale running
Sunday-Monday, of up to 50% off + extra
30%+ free shipping.

12. Brand
Sun & Ski
Campaign Type
Behavioral Targeting + Giveaways
Results
Overall social landscape growth of 319
fans and reached over 140k
individuals. Viewers of this campaign
converted at 1.5%.
1
2
3
Campaign 4

14. Giveaway
AddShoppers client, Sun & Ski, ran a “12
Days of Giveaways” 2016 holiday campaign.
They used the Shopper Portal to grow their
database through email acquisition +
increase social engagement to spread
brand awareness.
Within the portal, customers could enter to
win an item specifically tied to the day of
promotion. Countdown timers stimulated
followers to check daily for new promotions.
Social sharing for additional entries also
boosted their social presence.

15. Campaign 5
As a household name in apparel, this client
consistently sees fantastic results using our
platform.
For their 2016 holiday shopping campaign,
they decided to use the Shopper Portal to
host their “hot buys”.
No extra incentives were offered. The
Shopper Portal directed customers to already
reduced items.
Brand
Leading Apparel Company
Campaign type
Promotion of already reduced items
Results
Using an interactive platform to
promote their items made this retailer
an extra 12.8% in total revenue in 3
days.
1
2
3

16. Trends In Weekend Sales
- Brick and mortar or wholesale presence
transacted 4x as much on Cyber Monday as
they did on Black Friday
- Digital-only brands displayed relatively even
numbers on both days
- Cyber Monday revenue for clients averaged
approximately a 10% increase
- Black Friday revenue averaged a 40%
decrease for their clients
Source: Colleen Oates, Marketing Director at One Rockwell
The scope of holiday shopping has shifted. Online sales
are booming and that specific shopping days no longer
matter. The anticipation of a shopping holiday has lead to
prior increased spending.
As shopping trends continue to morph it will be interesting
to see how brands will change their discounting approach
for future holiday sales.
To support this shift, One Rockwell looked to their top
client retail brand for trends, and were able to confirm
these trend with the following:

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