8 Best Black Friday Ad Campaigns

Black Friday isn’t your average shopping day—it’s the biggest day for consumer spending. Last year’s Black Friday sale was a record-breaking success for many merchants like Shopify for instance that made $7.5B in sales – the biggest in history. And guess what, 70% of their ads’ success was driven by creatives. 

In preparation for the most awaited Black Friday sale of 2023, let’s uncover some of the most successful marketing campaigns in the history of Black Friday Sale you may take inspiration from. We’ll also teach you some of the most important creative best practices and tips for your Black Friday success.

Table of Contents

Walmart’s #DealDropDance


Black Friday at @walmart makes me want to dance #dealdropdance #contest #sponsored

♬ Water Me - Lizzo

Walmart’s campaign on TikTok was a strategic fusion of user-generated content, influencer collaboration, and creative engagement. By tapping into TikTok’s trend of challenges and dances, Walmart encouraged users to create and share their dance moves while showcasing the brand’s Black Friday deals. Leveraging the power of influencers, Walmart kickstarted the campaign, driving participation and amplifying its reach. The campaign cleverly integrated Walmart products into the dance videos, subtly promoting their Black Friday offerings. With an upbeat and engaging approach, featuring catchy music and vibrant editing, Walmart ensured the content resonated with TikTok’s audience.

Target’s #BlackFridayHaul

Target encouraged users to showcase their Black Friday hauls in creative ways, fostering a sense of belonging and participation among shoppers. strategically collaborated with influencers and content creators who aligned with their brand ethos, amplifying the campaign’s visibility and credibility. These influencers shared their own hauls, inspiring their followers to do the same, thereby expanding the campaign’s reach. Through this multifaceted approach, Target leveraged user-generated content, community involvement, and influencer partnerships to create a buzz around their Black Friday offerings and enhance engagement within the TikTok community.

Amazon’s #BlackFridayCountdown


Pawfect delivery on Early Black Friday Deals 🐶🏂

♬ original sound - Amazon

The strategy revolved around sneak peeks and teasers of upcoming deals, creating a sense of urgency and curiosity among users. By leveraging TikTok’s format, Amazon released snippets of their discounted products, enticing viewers to stay tuned for more. This approach effectively tapped into the platform’s trend of short, engaging content, keeping users engaged and eagerly awaiting the sale. The campaign’s key focus was on generating buzz and fostering anticipation, driving users to anticipate Amazon’s Black Friday offerings and ensuring they remained engaged with the brand throughout the countdown period.

Best Buy’s #TechieGifts


Here’s a unique holiday gift idea from @danimariethatsme – tech gifts everyone will actually use (and love).

♬ original sound - Best Buy

By emphasizing the angle of the ‘perfect tech gift,’ Best Buy effectively targeted tech-savvy audiences, aligning their campaign content with the interests of their potential customers. Collaborating with influencers and leveraging TikTok’s format, they presented their products in a way that resonated with viewers, driving interest and engagement. The campaign’s focus on the trending tech culture and the aspirational appeal of tech gadgets contributed to its success in capturing the attention of the TikTok audience and amplifying interest in Best Buy’s Black Friday offerings.

Apple’s “Sway” Video Ad

Apple’s “Sway” commercial for Black Friday was strategically designed to evoke emotions and capture the holiday spirit. The ad focused on a dance theme, showcasing the iPhone and AirPods as facilitators of joy and connection. The strategy revolved around storytelling, using a heartwarming narrative of a young woman’s joyous dance through a snowy city. The commercial aimed to resonate with viewers on an emotional level, emphasizing the idea that Apple products enable moments of happiness and togetherness.

Augmented Reality Ads for Black Friday

From immersive try-ons to interactive showcases, these trailblazing brands elevated the shopping experience, captivated audiences, and redefined Black Friday success. Step into the world of AR-driven campaigns that set new standards and left a lasting impression on shoppers worldwide.

Sephora’s Virtual Try-On


Using Sephora's new filter to decide my vibe today! Express all of you, in the way only you can👯‍♀️ #ExpressAllOfYou you #makeup #makeupfilter #ad

♬ Drive - James Pyke

AR-based Virtual Try-On aimed to bridge the gap between online shopping and the tactile experience of trying makeup products. The strategy emphasized convenience and personalization, allowing users to virtually test various cosmetics and visualize how they would look before making a purchase. By leveraging AR technology, Sephora aimed to increase user engagement, build confidence in purchasing beauty products online, and ultimately drive sales during the busy shopping period, offering a compelling and interactive way for customers to discover and shop for makeup items.

Macy’s Virtual Furniture Experience

Leveraging AR technology, Macy’s aimed to provide customers with an immersive and interactive shopping experience, allowing them to virtually place furniture items in their own living spaces. The strategy focused on overcoming the traditional challenges of buying furniture online, such as uncertainty about how items would fit or look in a home setting. During Black Friday, Macy’s promoted this feature by offering exclusive deals and discounts on furniture items compatible with the Virtual Furniture Experience. By enabling customers to visualize and virtually “try out” furniture in their homes, Macy’s sought to increase confidence in purchasing big-ticket items online while leveraging the excitement of Black Friday deals to drive sales.

Lowe’s “View in Your Space” Feature

Lowe’s used AR to allow customers to visualize how certain home improvement products would look in their homes. During Black Friday, they leveraged this feature, offering exclusive discounts and encouraging users to virtually test out products.

Creative Best Practices for Black Friday


Short-Form Video 

Keep videos concise, engaging, and attention-grabbing. Use the first few seconds to hook viewers with compelling visuals or offers to ensure they stay engaged.

Powerful Hook Early 

Start videos with an attention-grabbing scene or a bold statement that encapsulates the offer or the excitement of Black Friday deals. Make the first few seconds count to capture the audience’s attention.

Include Clear CTAs

Incorporate clear and concise calls-to-action (CTAs) within the video content. Encourage viewers to take action—whether it’s “Shop Now,” “Discover More,” or “Limited Time Offer”—to drive immediate engagement.

Feature People

Humanize your brand by including people in your videos. Showcase happy customers, enthusiastic staff, or influencers using or talking about your products to establish a personal connection with viewers.

AR Engagement

 Integrate Augmented Reality experiences into your videos or use AR filters on platforms like Instagram or Snapchat. Offer viewers a chance to virtually try products or engage with interactive AR elements related to your Black Friday offerings.

Highlight Deals Creatively

Showcase your Black Friday deals creatively within the video. Use visual cues like countdown timers, flashing discount percentages, or animated graphics to emphasize limited-time offers and create a sense of urgency.

Storytelling and Emotion

Craft a compelling narrative or evoke emotions that resonate with your audience. Use storytelling elements to create a connection, whether it’s by sharing success stories, showcasing product transformations, or invoking a sense of urgency.

Mobile Optimization

Ensure videos are optimized for mobile viewing. Keep subtitles or text legible, use vertical formats for platforms like TikTok or Instagram Stories, and prioritize visuals that resonate even on smaller screens.

Consistent Branding

Maintain consistency in brand messaging, colors, and tone across all videos to reinforce brand identity and recognition, even amidst the excitement of Black Friday.

Choosing the Right Creative Partner

At VMG Digital, we we will help you create thumb-stopping & memorable Black Friday marketing campaigns whether it be AR, 3D, 2D, Social ads, Interactive ads, or repurpose your existing creatives for you. We recognize thoughtful creativity, not just in captivating your consumers but also in optimizing your creatives into different channels, and formats, to achieve your desired results. We deliver assets fast but with quality. 

We are offering free bite-sized creative strategy sessions to talk through some important creative tips and best practices to help elevate your creative across your social platforms. Plus, you’ll get 10% off your first project with us! Simply click this link to provide some top-line details and we’ll reach out to you for some suitable times for a 30-minute creative session. 

Looking forward to a fruitful collaboration with you this Black Friday!

Frequently Asked Questions About Instagram Reels for Business

Augmented Reality (AR) ads for Black Friday are interactive advertisements that utilize AR technology to enhance the shopping experience. These ads allow users to engage with products virtually through their smartphones or devices, offering immersive and personalized experiences.

Black Friday ads take diverse forms to entice sales. Display ads highlight discounts, dominating online spaces. Videos tell product stories, while social media ads target audiences on platforms like Instagram. Email campaigns notify subscribers about exclusive deals, and influencers boost brand visibility. Augmented Reality (AR) ads immerse users in product experiences. Search engine ads strategically place brands atop search results, guiding consumers to Black Friday deals. Each type aims to stand out, captivating shoppers and driving purchases.

Advertising is crucial during Black Friday. It’s a highly competitive period where businesses vie for consumer attention amidst a flurry of deals and promotions. Effective advertising helps brands stand out in the crowded marketplace, creating awareness, driving traffic, and ultimately boosting sales.

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