In the period leading up to Black Friday 2017, Pilgrim launched a comprehensive campaign across digital platforms. The campaign was just the first of many and thus marked the launch of a new, expanded strategy towards awareness and conversions with a cross-channel focus.
In this strategy, content is the fuel of the digital engine, which includes SoMe, AdWords, newsletters, SEO, link building and external media. Pilgrim uses a content base on their website, which feeds the other platforms.
With a campaign plan that covers all marketing efforts and platforms, Pilgrim's products are put into a bespoke universe, built based on search word analysis for relevant search words for the target group, and which puts relevant items in context.
Communication with customers starts long before Black Friday itself, such as through automated flows on e-mail, content distribution on SoMe and AdWords and display/remarketing banner advertising.
The campaign works with the target group's needs at each stage of the customer journey. At the beginning it's about increasing awareness and attracting new customers with inspirational content from the universe.
During the course of the month, communication intensifies and becomes more sales-oriented. For example, customers are given the opportunity to create wish lists in the universe, which means they are ready to convert on Black Friday itself.