BFCM marcom for Joy Loyalty
A multi-channel Black Friday campaign built on playbooks, not discount banners, carrying one message from paid ads through a landing page into the product.
Industry
SaaS / E-commerce
Scope of work
Go-to-Market
Challenge
BFCM is the week when every app vendor in the Shopify ecosystem goes after the same merchants at once.
Ad auctions get expensive and inboxes fill up. Discount banners stop registering. Joy Loyalty had a reason to be there, since a merchant who switches loyalty on before the rush keeps some of the buyers it delivers. Everyone else was shouting about percentages off.
Approach
I built the paid layer around digital playbooks on loyalty and retention through peak season. Merchants planning their November got something useful whether or not they were ready to install.
Anyone not ready still had a low-cost reason to raise a hand, and I had a reason to come back to them later. One message ran from the ad copy through the landing page into the in-app promotion. Nothing changed shape on arrival. The in-app layer only reaches merchants who already have Joy, so one campaign covered new sign-ups and the existing base.
Outcome
x5 on leads, +196% on reach. I cared more about whether merchants got far enough in to switch a live campaign on.
The playbook approach left something behind once the season closed. I still had an audience that had put its hand up, and a set of assets worth running again the next year.
