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Game Black Friday 2016

Case Studies

Game Black Friday 2016

Introduction

Game had relied on traditional media to push Black Friday offerings. Nov 2016 was the ideal opportunity to embrace digital and compete against already established Black Friday competitors such as Dion Wired and Makro.

 

The Challenge

Convert traditional thinking and media habits into a digital campaign.

The Overview

We delivered Black Friday in four parts, taking advantage of different offerings and splitting target markets according to days:

The Solution

Omni-channel with an array of assets. This enabled consumers to engage when and where they wanted to. With an 88% mobile feed, Mobile First was key to success.

The Result

As reported by ENCA, Game topped Black Friday across SA beating all other brands. Game SA quadrupled sales. Game Africa tripled sales on average across all properties.

We also gained tremendous insights into retail consumer behaviour. Black Friday set a benchmark in digital retail. We smashed the myth that data and digital in Africa are sensitive and a huge barrier to break through. It’s not access that is difficult, it’s providing the right content to markets where price is sensitive.

Get the content right and they will come.

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