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Game Black Friday 2016Case Studies
Game had relied on traditional media to push Black Friday offerings. Nov 2016 was the ideal opportunity to embrace digital and compete against already established Black Friday competitors such as Dion Wired and Makro.
Convert traditional thinking and media habits into a digital campaign.
We delivered Black Friday in four parts, taking advantage of different offerings and splitting target markets according to days:
Omni-channel with an array of assets. This enabled consumers to engage when and where they wanted to. With an 88% mobile feed, Mobile First was key to success.
As reported by ENCA, Game topped Black Friday across SA beating all other brands. Game SA quadrupled sales. Game Africa tripled sales on average across all properties.
We also gained tremendous insights into retail consumer behaviour. Black Friday set a benchmark in digital retail. We smashed the myth that data and digital in Africa are sensitive and a huge barrier to break through. It’s not access that is difficult, it’s providing the right content to markets where price is sensitive.
Get the content right and they will come.