Fabletics Black Friday 2019
Our goal was to create a creative that would stand out to our girl to entice her to shop more over the the holidays. We also needed a creative that wouldn’t go stale since it was living over 6 different promotions over the span of a few weeks. The creative lived across retail, email, site marketing, and social media.
Through various testing we found that email heroes that GIF increase click through/conversion rates. We used these findings in our Black Friday email strategy which resulted in a 16% growth in revenue for VIPs and 67% growth in revenue for Aged Leads (new customers).
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Throughout Black Friday most dates we beat our projected revenue sometimes up to 175%. Actual Black Friday (11/29) was also our highest grossing day in Fabletics history up until that point. Our continued “newness” and changing up the offers through the course of Black Friday contributed to these projection wins.
Black Friday 2019 consisted of 12 days, 6 different promos, 4 different channels and countless hours of designing. It was a hefty project that I am glad I was able to lead. I executed my boss’s vision of a magical Black Friday concept by getting the initial creative for all six promotions approved and then passing off three of the six promos to my coworker to collaborate on rolling out the creative amongst all the assets.