Black Friday is one of the most critical days of the year for product-based brands, particularly in sectors like cosmetics, health and fitness products, and home care goods. To fully capitalize on this period, it’s essential to prepare in advance and execute your campaigns effectively. In this article, we’ll explain how to use influencer marketing to attract hundreds of influencers through gift boxes and achieve millions of impressions in a short time.
Why Influencer Marketing is Effective on Black Friday
Influencer marketing has long proven to be a powerful tool for promoting brands. During Black Friday, this tool becomes even more crucial, as market competition intensifies, making it vital to capture consumer attention. Studies show that the impact of influencer marketing on sales in the fashion, beauty, and luxury industries increased by 18% between 2019 and 2020.
Campaigns with mass integrations can deliver impressive results, particularly when targeting a large number of smaller influencers. For example, Gerber engaged over 300 influencers to promote their Lil’ Beanies product, resulting in nearly 5% national sales growth. Similar campaigns have shown ROAS (Return on Ad Spend) exceeding 300%, proving the effectiveness of mass influencer engagement.
Technical Insights from Previous Campaigns
Let’s compare the outcomes of different influencer marketing strategies based on actual data:
- A-Influence Campaign: Involved a mega-influencer with 2 million followers, achieving a 1% engagement rate (ER) with a total reach of 20,000. The integration cost was $20,000, and the PR box added another $200. This campaign resulted in $30,000 in sales, with a total revenue impact of $500,000 across all channels, leading to a net profit of $12,300 and a ROAS of 161%.
- Mass-Segment Campaign: Focused on a broader audience with an influencer boasting 6 million followers. The engagement rate was significantly higher at 7%, leading to a reach of 420,000. Despite the higher integration cost of $30,000 and a PR box cost of $12,000, this campaign generated $90,000 in sales. The total revenue impact was again $500,000, but the broader impact across channels resulted in a net profit of $98,000 and a ROAS of 333%.
- Small Influencer Campaign: Engaged a smaller influencer with less than 50,000 subscribers. The reach was modest at 1,400 with a 7% engagement rate. The integration cost was minimal at $100, with additional operational costs totaling $20. Despite these low costs, the campaign generated $300 in sales, proving that even small-scale efforts can yield positive results if executed effectively.
Comparing Integrations: Mega-Influencers vs. Mass Integrations
One of the key decisions when planning an influencer marketing campaign is whether to opt for large-scale integrations with a few mega-influencers or mass integrations with smaller influencers.
In the case of mega-influencers, you gain significant reach and the ability to directly impact large audiences. However, the cost of such integrations can be quite high, and the ROI may not always justify the expenses. On the other hand, mass integrations, where a large number of influencers with smaller audiences are engaged, can be more cost-effective. The impact on channels can lead to a ROAS exceeding 300%, as demonstrated by the data above.
Step-by-Step Plan for Preparing for Black Friday
To maximize the effectiveness of your Black Friday campaigns, we recommend the following steps:
- Briefing: Define key parameters—geographic locations, target audience, and campaign conditions.
- Mass Influencer Selection: Select influencers whose audience closely matches your target segment.
- Document Signing and Gift Box Shipping: Finalize necessary agreements and send out the gift boxes.
- Content Placement: We recommend placing content within a one-week period to create a “burst” effect.
- Results Analysis: After the campaign concludes, analyze its effectiveness and summarize the outcomes.
When to Start Preparing
It’s advisable to start preparing for Black Friday no later than October. This will give you enough time to select influencers, finalize agreements, and execute your campaigns. We recommend placing content 2-3 weeks before Black Friday to maximize audience attention on your products.
Conclusion
Black Friday is a unique opportunity for product-based brands to significantly boost sales. Influencer marketing with mass integrations is one of the most effective tools to achieve this goal. The data shows that well-executed campaigns can yield high returns, particularly when targeting a broad audience with multiple smaller influencers. If you want to learn more about how our team can assist you with preparation and execution, contact us today. We will handle all stages of the process, from influencer selection to analytics and campaign scaling.
