Watch this first:
https://www.loom.com/share/78b6ca9193cb4affb13e52b3d03d79c0
Here’s the checklist:
https://docs.google.com/spreadsheets/d/1YKszntJrvHK__2HEy1LLBPOh8m-MvvoFF82QUnf9ID4/edit?gid=0#gid=0
Start by defining the theme and name of your Black Friday campaign. Make it fun, bold, and memorable — something that ties into your brand identity and can be used across ads, emails, and your site. A good theme gives the campaign personality and helps it stand out.
Decide what type of offer you’re running. Avoid the lazy “30% off everything” unless you’ve modelled the margins. Instead, think in terms of perceived value — credit-back deals, buy-one-get-one, tiered bonuses, or limited-edition bundles. It’s often smarter to frame the offer around gain rather than loss (e.g. “Get £100 credit when you spend £500”).
Choose which products or services to include. Focus on those with the highest margins or scalable delivery. Don’t discount products that already sell easily — use Black Friday to push newer or higher-ticket offers.
Define the offer duration clearly. A simple three-day window (Friday to Sunday) creates natural urgency, but you can extend to Cyber Monday as a “due to popular demand” encore. If you do this, make sure messaging feels genuine to avoid fake scarcity fatigue.
Set profitability guardrails — know your floor margin per SKU or campaign type. It’s easy to chase volume and forget that lower prices can destroy your bottom line if costs spike from fulfilment.
(last year we did a real world billboard just for lols)
Create one strong hero video ad that captures attention in the first few seconds and sells the energy of the event. It should feel fast, bold, and clearly communicate your offer and theme.
Produce several supporting videos — shorter clips, UGC-style reels, and testimonial snippets. These feed different placements and let you A/B test hooks.
Design 20–50 static ad creatives to cover multiple formats (square, story, landscape). Hire a designer via Upwork or use your usual design team. Keep them consistent with the theme, bold headlines, and clear CTAs.