My first Black Friday weekend as a marketing professional

The first thing I have to say: holy. planning.

When I was just a consumer on Black Friday (and before my marketing education), I paid little to no attention to brands’ digital marketing efforts for the event. Frankly, I was more interested in the shopping. This year, being in charge of Black Friday/Cyber Monday marketing for not one, but two brands, this weekend has meant something totally different for me.

Black Friday/Cyber Monday planning for Activ Intimates started when I watched some Klaviyo webinars about best email marketing practices for the holidays. BaeBlu planning began with a color concept. Each brand started differently, but ended the same: with a thorough Black Friday campaign (not to toot my own horn). For both brands, it was necessary to develop a marketing message and graphics, then schedule social media posts and email campaigns, and, of course, get approval.

There is so much more that goes into the weekend than I thought! Black Friday planning loomed over me a bit until I was finally done, just because it was such a monumental project. Our Black Friday rollouts started with some preview marketing last week, including social posts and email campaigns. This week, we had lead-up social posts, day-of social posts, and a lot of email campaigns. Same deal with Cyber Monday and Giving Tuesday.

It was a lot of hard work, but now that I’m all done, the Black Friday to-do has transformed into an accomplishment. I’m thrilled with how my graphics and social posts turned out this year, especially because this is my first holiday season in product marketing.

Once all Cyber Monday and Giving Tuesday posts go up, I’ll create a project housing my campaigns. In the meantime, be sure to follow BaeBlu and Activ Intimates on social media to keep up with my social posts!