Americanas · 2019
The Black Friday Show
The start of Black Friday turned into a livestream with the country’s biggest influencers.
- Client
- Americanas
- Year
- 2019
- Market
- Brazil
- Disciplines
- Seasonal · Content · Influencers
Problem
On Black Friday, attention is expensive and distrust is high. Americanas needed a reason for people to be in its app exactly when the date kicked off, and nowhere else.
Insight
For younger audiences, the big YouTube creators already were prime time. The start of Black Friday could become a live event with a countdown, instead of one more offer ad.
Solution
The Black Friday Show: a livestream on the night of November 28 with Felipe Neto and a team of influencers, with challenges, music and a countdown to Red Friday. Between acts, the ask was always the same: download the app. The influencers unlocked discounts live and, at the end, joined forces to unlock a super coupon.
Creative execution
Results
The Show reached #1 on Twitter Trending Topics in Brazil and #3 worldwide. On Black Friday 2019, Americanas sold 53x more than on a regular day, more than double the market average, and grew revenue 34% over the previous year.
Source: Google Insights, Adobe Analytics, B2W BI and Ebit.