Black Friday is one of the biggest trading days of the year for electronics retailers. MediaMarkt (@mediamarkt_de) saw an opportunity to extend its marketing activity throughout the entire month of November, and partnered with Twitter to connect with shoppers and own the Black Friday conversation in 2021.
The campaign kicked off in early November, with the initial phase focused on raising awareness of @mediamarkt_de’s Black November sales and driving engagement with customers. Using a combination of Video Ads, Image Ads and Carousel Ads, @mediamarkt_de set out its stall by showcasing deals on a range of products.
Given the wide variety of products sold by the company, campaign targeting was quite broad, leveraging keywords and interests related to tech and electronics to reach the most receptive audiences on Twitter.
With the messaging firmly in consumers minds and Black Friday fast approaching, the campaign moved into phase two with just a week to go until the big day. Using the same high-impact visual formats, @mediamarkt_de increased activity levels to ensure that the campaign messaging was evident across the platform, encouraging customers to shop early to take advantage of the extended sales window.
Having seen strong results during the first two phases, @mediamarkt_de took the campaign to the next level for Black Friday itself. By elevating its Carousel Ads with a Twitter Takeover, @mediamarkt_de was able to own the top spot on the Twitter Timeline and Explore Tabs across Germany, placing its call-to-action front-and-centre for one of the busiest retail days of the year.