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#BLACKFRIDAY Counter

Brief

For Black Friday 2015, Experian made a staggering prediction that UK online shoppers would spend £1 billion in one day. To mark the occasion, Red Hot Penny created the UK’s first ever Billion Pound Black Friday Counter. The tool acted as a hub of information that could be shared to journalists looking to write articles. The aim of the content was to drive traffic to the RHP site, as we would do for clients.

“Black Friday has become an iconic event over the last couple of years and for nearly all of our clients it has turned into a big revenue driver and something that we plan for, weeks if not months in advance. With experts predicting this year to be the first £1 billion shopping day we wanted to mark this milestone with a creative content piece that we hope people will find interesting and gasp at the amount of money being spent per second, minute and hour.”

David Schulhof, Digital Marketing Director at Red Hot Penny

Solution

We tracked the total in-store and online sales across the day, from 12am right through to midnight, to see if Black Friday 2015 really was going to be the largest UK shopping day on record. In addition, we included some comparable statistics to show what shoppers could buy with the money. For example, how many $2,000 Justin Bieber selfies they could get for £1 billion.

As it is such a popular topic, we knew online publications were going to pick up the story. Our PR team secured coverage from high authority sites including Huffington Post UK who posted two articles mentioning our counter, PR Week and City A.M. to name a few. The content was easily sharable due to the uniqueness of the concept and embed functionality.

To increase engagement on social media, we offered a desirable ‘Best of British’ competition which gave users an opportunity of winning products worth nearly £500 including a Vector smartwatch, Boca toothpaste and Taylor Morris sunglasses. The reaction was impressive, with over 600 people liking, retweeting and sharing our posts on Twitter and Facebook.

Results

Total Spent by UK Shoppers: £1.1bn

Our results:

  • Total Sessions: 27k 
  • Countries Targeted: 140 
  • Press Reach: 13.5m 
  • Social Reach: 60k 

Press coverage from:

  • Huffington Post UK – 5.9m Unique Users per Month
  • PR Week – 81k Unique Users per Month
  • City A.M. – 1.2m Unique Users per Month
  • Retail Systems – 17k Unique Users per Month
  • and more…