In this case, Amac and Yellowgrape transformed a broad, impersonal Black Friday approach into hyper-targeted, data-driven campaigns that generated more revenue, higher conversion rates, and more relevant customer interactions – all with significantly less noise.
Black Friday is known for shopping madness, loud promotions and endless streams of discounts. Brands flood the market with deals, but rarely with relevance. One discount code after another hits the inbox, without really considering what the customer is actually looking for at that moment. The result: noise instead of impact.For Amac, we set out to explore how to make Black Friday smarter and more customer-centric, with a clear focus on activating new customers rather than bombarding the existing database yet again.
Instead of launching just another generic Black Friday stunt, we developed an Early Access concept: potential customers received exclusive priority access to the Black Friday deals, provided they first told us what they were specifically looking for. This way, we intentionally attracted a new audience that was interested in the brand and its product range, but was not yet on Amac’s radar. No scattergun approach, but listen first and only then offer a relevant product – of course with an attractive Black Friday discount. As a result, Black Friday became not just a revenue peak, but also a powerful moment for qualitative lead generation.
The chosen strategy was to transform Black Friday from a broad, price-driven shooting gallery into a targeted, data-driven Early Access campaign. Instead of showing everyone the same loud discount, Amac and Yellowgrape opted for an approach in which the customer first indicates their area of interest, and then receives relevant deals in return. The campaign was rolled out via social, Google Ads and Amac’s own channels. All traffic was directed to a dedicated landing page on amac.nl. There, visitors could browse the main product categories and indicate what they were interested in: for example, a new Mac, iPad, iPhone or accessories. They then only had to leave their name and email address. These preferences formed the basis for the marketing automation.
Using smart integrations between the landing page, the email platform and the Customer Data Platform, participants were automatically grouped into interest profiles. Based on these profiles, they received early, exclusive access to Black Friday deals that fully matched their stated needs. The collaboration between Amac and Yellowgrape was intensive and iterative: Amac contributed brand, assortment and commercial objectives, while Yellowgrape translated this into a strategic concept, intelligent journeys and technical setup. Together, they tested and refined content, timing and segmentation. The result was a scalable formula that turned Black Friday into less noise and more relevance.
The results of this campaign were compelling. More than 6,600 participants signed up for Early Access, of which no less than 82% were completely new profiles for Amac – perfectly in line with the primary objective of attracting new customers. Within this group, we achieved a conversion rate of 9%, which is exceptionally high in an already extremely competitive Black Friday period. The performance of the Early Access email itself also stood out: with an open rate above 80% and a CTR above 60%, it was clear that both proposition and timing perfectly matched the expectations and needs of the target audience. The strategy of first collecting preferences and then making targeted offers led to less noise and more relevance. Innovation lay in cleverly combining an Early Access concept with marketing automation and first‑party data, allowing every customer to receive a more personalised offer.
The creativity of the campaign was in the promise of exclusivity and priority access, without resorting to the usual Black Friday shouting. Thanks to the close collaboration between Amac and Yellowgrape, technology, content and commercial goals were perfectly aligned. The usability and design of the landing page and emails were deliberately simple, clear and mobile‑friendly, ensuring that sign‑ups and clicks through to the offers were as frictionless as possible. The effect: more revenue from a focused, highly engaged group, strong growth of the customer base and a demonstrable increase in customer relevance during the busiest retail moment of the year.
