⎯ Black Friday Case Study — Swazi
Five markets. One recipe. Swazi's biggest online sales day and month on record across New Zealand, Australia, the UK, and Europe.
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0
%
YOY revenue growthNZ & Australia
Record
Biggest online sales day everSwazi.com NZ & AU
Record
Biggest online sales day everSwazi.com UK & Europe
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Markets activesimultaneously
⎯ The Brief
Make Black Friday the biggest commercial moment in Swazi's 30-year history.
Where They Were
Swazi operates across five markets, New Zealand, Australia, the United Kingdom, Scandinavia, and Germany. Each market has its own audience, its own season, and its own competitive landscape. Running a single coherent BFCM campaign across all of them, profitably, required more than an ads strategy.
It required a full system built months out, calibrated to each market, and designed to compound across every channel simultaneously.
Where We Started
We began building in June five months before Black Friday. That lead time isn't optional, it's the whole point. By the time the campaign went live, the database was built, the email sequences were ready, the creative was loaded, and the paid media was structured and tested.
Nothing was left to chance on the day. Everything ran on a system.
⎯ Results by Market
One recipe. Five markets. Same result.
🇳🇿 New Zealand & 🇦🇺 Australia
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0
%
Year-on-year revenue growth across the NZ and AU markets combined. Both markets ran on the same campaign structure localised creative, market-specific email sequences, and paid media dialled in to each audience.
✦ Biggest online sales day ever
🇬🇧 United Kingdom & 🌍 Europe
Record
Day
The UK and European Swazi.com store delivered its biggest-ever online sales day during the BFCM period. The campaign ran across the UK, Scandinavia, and Germany same recipe, adapted for Northern Hemisphere timing and audience.
✦ Biggest online sales month on record
⎯ The Recipe
Built the plan. Then built the system to execute it.
01
Business & Margin Review
Before we touch a channel, we look at the numbers what can be offered, what protects margin, and what works across retail and online without creating conflict.
02
Database Building
Months of structured audience building before the campaign launches. By Black Friday, we're marketing to a warm, qualified database not cold traffic.
03
Email Sequences
A full email campaign built and scheduled in advance pre-launch warmup, launch day, mid-campaign, and post-BFCM flows all ready to fire.
04
Paid Media
Meta and Google campaigns structured around the right audiences, the right creative, and clear commercial targets. Tested and optimised before the peak period hits.
05
Content & Creative
All creative assets briefed, produced, and approved well in advance. Nothing is being rushed the week before launch.
06
Landing Pages
Dedicated campaign landing pages built to convert clear offer, clear CTA, and consistent with the paid and email creative driving traffic to them.