Adriatic Furniture | Black Friday Promotional Strategy

Brief:

Preparing for the biggest sales period of the year is no small task. With a newly launched website and a strong Black Friday sale offering ready to go, Adriatic Furniture asked us to plan and execute a full-scale sales strategy designed to maximise performance across the peak retail period. Our role was to lead an integrated, five-weekend campaign that connected digital, radio, TV and email marketing into a clear omnichannel approach. The goal was simple but ambitious: drive strong online conversion, support in-store traffic, and ensure every channel worked together to capitalise on seasonal demand and commercial priorities.

Deliverables:

Outcome:

We delivered a full-scale, omnichannel campaign designed to make the most of Adriatic’s biggest sales period of the year. Every channel from digital to radio, TV, and email was carefully orchestrated to drive awareness, engagement, and conversions. Paid digital activity worked hand-in-hand with offline channels, creating a cohesive experience that guided customers from first touch to checkout. Creative assets were tailored for each platform, balancing scroll-stopping visuals with clear calls to action, while targeting strategies ensured we reached both new audiences and returning shoppers.

The results? They speak for themselves:
• Website sales up 19.5% YoY
• Paid online revenue increased, driven by full-funnel marketing and strong cross-channel performance
• 68% of online revenue in November came from paid digital campaigns

By combining strategic planning, creative execution, and smart targeting across channels, the campaign didn’t just drive sales, it maximised the impact of every marketing touchpoint, delivering measurable growth while amplifying Adriatic’s brand presence during the busiest shopping season of the year.