Black Friday Campaigns Guaranteed To Take Your Money

The smartest brands are tapping creators, community and culture to cut through the noise.

Brands are using community and creators to make their campaigns feel like moments on their own.

Here’s a look at the ones doing it the best this year.

Seventh Stores

Seventh tapped one of our favourite Aunties, Teju, for their Black Friday campaign, and she delivers every time.

She’s exactly like the aunties and mummies we all recognise in the Nigerian community and West African diaspora. Either at weddings with their geles perfectly tied or in church with a fresh one the next week.

But the gele is always there, just like Aunty Teju.

It’s creator led marketing at its best, familiar, funny and built to travel through group chats and timelines.

Foot Locker

With Nike re-releasing the Jordan 4 Black Cats, just ahead of Black Friday, Foot Locker’s stores are guaranteed to be packed this weekend. They’ve consistently mastered employee-led content and this campaign is another strong example.

So many attempts at humour fall flat, but this one genuinely made us laugh.

Telfar

Telfar is just doing a f*cking sale. And, of course, they’ve launched it in the most Telfar way possible: chaotic and straight to the point. The discounts are serious too: up to 70% off, which is far more than most brands can say this Black Friday.

15% - 25% “sales” = recession indicator.

Fenty Beauty

Fenty Beauty keeps it simple: real discounts and culted bundles with fan-favourite products. This year, the brand has also leaned into employee-generated content, adding a human touch to their Black Friday rollout.

Their marketing feels accessible and effective, just like the products themselves.

A well deserved gold star for the Fenty Beauty team.

Le Luxe

Le Luxe, founded by Melissa’s Wardrobe, approached Black Friday with an official launch on TikTok Shop. Clean visuals, organised chaos, founder led marketing and visuals that feel premium without being inaccessible, now paired with a 2-for-1 laundry bundle.

It’s a masterclass in how emerging luxury brands can use Black Friday to widen reach, even during sales periods.

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