Compilation of top performing holiday campaigns

1. Top Holiday Weekend
Campaigns of 2016
five black friday + cyber monday campaigns to learn from
Written by
Gabrielle, Marketing Coordinator

2. Introductory Thoughts
Each year during the holiday shopping weekend, competition escalates between retailers for
shopper attention.
This year, incredibly impactful strategies were implemented by online retailers of all categories.
We also exited the weekend with results that suggest newly developing trends.
A handful of retailers opened up and shared their strategies + results with us and our partners,
Bronto Software and One Rockwell. Read ahead to unveil data-validated examples from top
marketers and implement these strategies post holidays or during holiday 2017.
Before we dive into campaign examples and results, we’ll put things into perspective by first
sharing Holiday Shopping Weekend thoughts from industry leader and digital agency, One
Rockwell.

3. “
“As a digital agency, primarily focusing on luxury digital flagships, we are
front and center to witnessing and supporting brands as they prep for
the holiday season.
While some more robust internal teams can dedicate their energies
towards efficient budgetary planning, feature development and content
creation, other leaner internal teams become scrappy as they work
towards leverage pre-existent functionality, engage in recycling of
product bundling, and focus on early VIP early access to aggressive
mark-down opportunities.”
- Colleen Oates, Managing Director at One Rockwell

4. I. MiiR
II. Mabel’s Labels, an Avery
Brand
III. Paul Frederick
IV. Sun & Ski
V. A Leading Clothing +
Apparel Retailer
Leading
Holiday
Campaigns

5. Brand
MiiR
Campaign Type
Efficient access to holiday guides and
promotions
Results
Over 5 days MiiR’s holiday strategy lifted
their conversion rate 27% and drove an
additional 47% in total revenue.
1
2
3
Campaign 1

6. Guide + Promo
This socially responsible outdoor products retailer
launched two campaigns, a Holiday Gift Guide and a
12 Days of MiiR promotion.
Instead of a popup, MiiR used the AddShoppers
Shopper Portal (a single solution built to enable
efficient promo launches) to greet customers and
promote both campaigns.
The Portal prompted shoppers to check out the Gift
Guide and their 12 Days of MiiR, one day only
promotions. Busy holiday shoppers used the Portal to
efficiently navigate both campaigns. This created the
urgency they needed to convert their holiday
browsers into buyers.

7. 1. Portal expands upon site entry with gift guide notification. 2. Gift guide campaign appears in first panel.
3. 12 Days of MiiR campaign appears in
additional panel, redirecting users to
separate giveaway host page.

8. Brand
Mabel’s Labels (an Avery Brand)
Campaign Type
Effective promotion of their biggest sale
of the year
Results
Surpassed fiscal goals + drove
conversion rate increases
1
2
3
Campaign 2

9. Holiday Sale
AddShoppers client Mabel’s Labels, an
Avery Brand, launched a huge 2016 holiday
sale campaign.
They promoted their sale on-site with the
Shopper Portal; this enabled them to greet
their customers promptly, yet unobtrusively,
with a slide out message.
The message displayed a countdown timer
that indicated when the holiday sale, their
biggest sale of the year, would end.
Results show that using an unobtrusive
messaging system instead of a popup results
in a 5% increase in conversion rates.

10. 1. Portal expands on site entry with countdown notification. 2. Users are prompted to shop the holiday sale.
3. Users could also browse popular products.

11. Brand
Paul Fredrick MenStyle
Campaign Type
Holiday sale promotion through email
Results
The following holiday campaigns
contributed to email-generated revenue
up more than 120% YoY.
1
2
3
Campaign 3

12. Holiday Emails
Paul Fredrick MenStyle used Bronto Software,
a commerce marketing automation platform, to
promote their Black Friday + Cyber Monday
promotions through effective and eye-catching
email campaigns.
Messaging for Thursday-Saturday’s email
included a sale promotion of up to 65% off +
free shipping, which drove traffic to the site.
Their second email promoted a sale running
Sunday-Monday of up to 50% off + extra 30%+
free shipping.

13. 1. First email campaign launched Thanksgiving - Saturday. 2. Second email campaign launched Sunday - Monday.

14. Brand
Sun & Ski
Campaign Type
Giveaway through Social Sharing
Results
Overall social landscape growth of
1.2% and 140k reached. Email capture
conversion rate of those who opened
the contest panel was 51%.
1
2
3
Campaign 4

15. Giveaway
AddShoppers client, Sun & Ski ran a 12 Days of
Giveaways holiday campaign.
These marketers used the Shopper Portal to
grow their database through email acquisition +
increase social engagement to spread brand
awareness.
Here’s how it worked: on each of the 12 days, the
Portal prompted customers to enter-to-win the
item specifically tied to that day. Participants were
encouraged to share the contest with their social
networks for additional entries. The team also
implemented countdown timers to stimulate
followers to check daily for new promotions.

16. 1. Portal message expands on site entry.
3. Users enter email to win, or use Social Login.
2. First panel displays the giveaway. Timers set to “unwrap”
gifts on specific days.
4. Users share on networks for additional contest entries.

17. Campaign 5
As a household name in apparel, this retailer
consistently drives fantastic results each
holiday shopping season.
For their 2016 holiday shopping strategy,
their team used the Shopper Portal to
promote their holiday “hot buys” campaign.
Without offering additional incentives, the
team realized incredible results due to the
the Portal’s ability to drive customers directly
to their hot buys, which were reduced price
items.
Brand
Leading Apparel Company
Campaign type
Promotion of already reduced items
Results
Using an interactive platform to
promote their items, this retailer drove
an additional 12.8% in total revenue
over a three day period.
1
2
3

18. Closing Insights
- Brick and mortar or wholesale
presence transacted 4x as much on
Cyber Monday as they did on Black
Friday
- Digital-only brands displayed
relatively even numbers on both days
- Compared to 2015 Cyber Monday
revenue for clients averaged
approximately a 10% increase
- Compared to 2015 Black Friday
revenue averaged a 40% decrease for
their clients
As shopping trends continue to morph it will
be interesting to see how brands will
change their discounting approach for
future holiday sales.
To support this shift, the One Rockwell
team tracked the following Holiday
Shopping results and trends among their
retail clients:

19. “
What is certain is that the scope of holiday shopping has shifted.
- Peter Messmer, Director + Growth at AddShoppers

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