Case 01 · Campaign System
BFCM 2025 Campaign
Turning Black Friday from a single discount event into a full-funnel campaign system.
Led strategy and cross-channel execution for iGulu's 2025 BFCM campaign, connecting early demand capture, audience warming, launch conversion, missed-purchase recovery, and returning-customer activation within one campaign journey.
+114%
YoY BFCM Sales Growth
Compared with 2024 BFCM performance.
45.1%/ 33.9%
of Annual Sales
Current BFCM share compared with the previous year.
63.2%
of Total YoY Sales Increase
BFCM-period growth represented 63.2% of the company's total year-over-year sales increase.
01 · Campaign Journey Design
Create time for consideration before the peak
For a high-consideration product, customers need time to discover the product, compare options, and understand its value before they are ready to purchase. The campaign therefore began with lead capture and education before the broader sale push.
Subscribers were then moved into early-bird access with stronger pricing before the official Black Friday launch, followed by missed-purchase recovery and returning-customer re-engagement after the peak.
01
Lead Capture
Build an owned audience before the sale opens.
02
Audience Warming
Frame value and reduce purchase hesitation.
03
Launch Conversion
Concentrate purchase intent during the peak.
04
Recovery & Re-engagement
Recover missed purchases and bring owners back.
02 · Channel Role Design
Give every channel a specific job
The system did not rely on every channel repeating the same promotion. Paid media, CRM, creators, social content, website content, and customer support were assigned different roles across the decision journey.
This is the system design layer: who should create demand, who should build trust, who should convert, and who should recover missed purchases.
Paid MediaCapture cold interest before launch and target hesitation later.
EDM / CRMWarm subscribers, create urgency, and recover unfinished purchases.
Organic Social & CommunityMaintain education, interaction, and familiarity throughout the period.
Connected systemBFCM Campaign
Creators & PRAdd trusted third-party visibility, relevance, and social proof.
Website & Offer ContentClarify the promotion and support the final purchase decision.
Customer SupportResolve questions and reduce uncertainty during the conversion window.
03 · Execution Examples
Show the real assets next to the role they played
The campaign screenshots are grouped by purpose so the reader can connect the strategy above with the actual work delivered.
04 · Abandoned Cart Recovery Flow
Design follow-up communication around hesitation, reassurance, and recovery
The recovery flow was structured to address different barriers instead of repeating the same message every time.
✉
ReminderA clean nudge that brings people back to the cart they already started.🛡
ReassuranceAddress objections through product value, shipping, and purchase confidence.🏷
IncentiveUse a limited-time offer only when an extra push is needed to complete purchase.🛒
RecoveryFocus the final message on clear action and revenue recovery.
✓
What This System Established
A repeatable peak-season campaign structure that connected pre-launch demand capture, lead nurturing, creator amplification, offer communication, and post-peak recovery in one system. More importantly, it clarified how different channels should support different steps of the customer journey instead of repeating the same message everywhere.