Black Friday Campaign
Planned and executed the most important annual commercial campaign for the biggest Jewellery retailer in Malta, coordinating an integrated digital strategy across Google Ads, Meta Ads, email marketing, website merchandising and organic social media to achieve ambitious sales and revenue targets.
Client
Jewellery brand (Malta)
Role
Senior Digital Marketing Executive
Timeline
Annual campaign
The Challenge
Black Friday represented the brand's most commercially important sales period of the year. The objective was to maximise online revenue while maintaining advertising efficiency through a coordinated multi-channel marketing strategy.
KPIs
- Increase Black Friday sales by at least 90%
- Exceed previous year's Black Friday revenue by 10%+ (YoY)
- Achieve a minimum 10:1 ROAS, with the advertising budget representing approximately 10% of the target revenue
My Role
As Senior Digital Marketing Executive, I owned the campaign strategy from planning to execution. I was responsible for:
- Developing the overall campaign strategy
- Defining campaign objectives and KPIs
- Creating the communication plan
- Building the campaign calendar
- Coordinating designers and media buyers
- Planning campaign messaging
- Managing campaign launches across all digital channels
- Monitoring campaign performance and making strategic adjustments
Campaign Strategy
Rather than treating each channel independently, I built a unified communication strategy where every touchpoint supported the same commercial objective. The campaign was divided into several communication phases:
Phase 1 — Teaser
Objective: Create anticipation before the sale.
Communication:
- Organic social media
- Email announcement
- High Spenders Early Sale Access
- Website banners
- Meta awareness ads
Tone of voice: Something big is coming.
Phase 2 — Launch
Objective: Generate immediate traffic and purchases.
Communication:
- Google Search Ads
- Meta Conversion Campaigns
- Homepage takeover
- Promotional newsletters
- Organic posts and Stories
Tone of voice: Black Friday is live. Get your Favourites before they are gone.
Phase 3 — Mid Campaign
Objective: Maintain momentum.
Communication:
- New Meta creatives
- Email reminders
- Organic content
- Display advertising
- Website merchandising updates
Phase 4 — Final Days
Objective: Increase urgency.
Communication:
- Countdown creatives
- Higher campaign frequency
- Last Chance emails
- Retargeting campaigns
Tone of voice: Last chance. Don't miss out. Ends tonight.
Phase 5 — Campaign Extension
If applicable: Updated all communication assets to reflect the extension while maintaining urgency and campaign consistency across every platform.
Communication Channels
The campaign was delivered across multiple channels, each serving a specific purpose within the funnel.
Google Ads
Objective: Capture customers actively searching for jewellery and Black Friday offers while increasing qualified website traffic.
Activities included:
- Keyword research
- Search campaign structure
- Brand campaigns
- Generic keyword campaigns
- Competitor keyword monitoring
- Search Ads
- Display Ads
- Budget allocation
- Daily optimisation
- Negative keyword management
- Bid adjustments
- Performance monitoring
Meta Ads
Objective: Generate demand and drive conversions through prospecting and retargeting audiences.
Activities included:
- Audience segmentation
- Prospecting audiences
- Retargeting audiences
- Creative testing
- Daily creative refreshes as Black Friday approached
- Budget optimisation
- Campaign monitoring
Email Marketing
Activities included:
- Early access announcements
- Sale launch
- Product highlights
- Best sellers
- Countdown reminders
- Last chance communication
- Campaign extension
Website
Activities included:
- Homepage redesign
- Landing page updates
- Promotional banners
- Navigation improvements
- Featured collections
- Promotional messaging
Organic Social Media
Executed a coordinated content plan across Facebook and Instagram, ensuring messaging remained consistent with paid advertising and email communications throughout every campaign phase.
Project Management
To ensure a successful launch, I created a detailed campaign calendar outlining:
- Deliverables
- Deadlines
- Creative requirements
- Copywriting needs
- Launch dates
- Channel activation schedule
- Team responsibilities
This enabled designers, media buyers and stakeholders to work from a single execution plan, ensuring all assets were delivered on time and every channel launched simultaneously.
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