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The counter continues. After previous nominations, our joint Black Friday campaign with Amac has now also been nominated for a Dutch Interactive Award in the Digital Campaign category. A big crown on an approach that radically breaks with the standard Black Friday shouting communication.
Black Friday has traditionally been the domain of generic discounts and mass mailing. A lot of noise, little nuance. Together with Amac, we deliberately chose a different route: a data-driven Early Access concept that is more relevant to the customer and more valuable to the brand.
Instead of bombarding as many existing customers as possible with the same offers, the focus switched to qualitative lead generation and new customers. Don't shout louder, publish smarter.
The core of the concept: exchanging access for insights. Attendees had the opportunity to sign up for exclusive Early Access deals. In return, they shared their preferences, interests, and buying intentions. This made Black Friday not only a sales moment, but also a powerful data point in the relationship between Amac and (new) customers.
Smart link between action page, marketing automation and CDP
Under the hood, a tightly integrated set-up ran:
Each application was thus immediately enriched with concrete interests. That made it possible to run not one major Black Friday campaign, but a series of personal journeys that connect to what people really want.
With this approach, we transformed Black Friday at Amac from “blind noise” to relevant, personal campaigns. The result: exceptional conversion performance and a significant growth in the customer base, fueled by qualitative, first-party data instead of fleeting clicks.
You can read the full story, including approach, learnings and results here.
The Dutch Interactive Awards for Digital Campaign will be announced at the festive award night on May 28 in the Beurs van Berlage. An evening full of inspiration, cases and, of course, a lot of fun.
