Black Friday is not the time for creative testing.

Here's what you actually need for BFCM campaigns that convert:

BFCM is all about doubling down on creative that already works and making your offer impossible to miss.

So here's an ad that crushed it for one of our fashion clients last year - and I'm breaking down exactly why it worked.

This is a text-only ad from Ripley Rader that ran during last year's BFCM. And it was one of their best performers. We’ve spent $44K just on this ad during BFCM!!

Let’s understand WHY this works so you can nick the strategy for your own brand.

This is what I call an OFFER STATIC.

Category #1 in my BFCM framework. The most important type of creative you need during Black Friday.

Dara Denney calls these "offer image statics" and says they're the #1 must-have for BFCM. I agree with her on this - people scroll with their credit cards out looking for deals. Don't make them work hard.

Now here’s why this ad works.

"up to 50% OFF SITEWIDE"

Bold. Clear. Impossible to miss.

During BFCM, people scroll with credit cards out. They're hunting for deals.

Don't make them work for it.

Signed "Ripley Rader" at the bottom.

"Dear RIPLEY RADER Women" "my beautiful muses"

During BFCM chaos, when everyone screams about discounts, this creates intimacy instead.

Q4 is all about doubling down on all the hard work and great creative learnings that you made throughout the rest of the year. 

Use what already works. Add the offer.

If Ripley Rader's founder ads perform during the year, running that same format with BFCM offer = smart play.

Don't abandon your brand because it's Black Friday.

The genius here is simplicity by design.

People don't need creativity during BFCM. They need clarity.

That's it.

Don't build separate complex campaigns. Don't overthink the structure.

Just run your BFCM creatives on flexible ad formats so they complement (not compete with) your evergreen stuff.

I've rarely seen the campaigns we spent hours building for Black Friday beat the evergreen. Partially because evergreen has more data. Partially because BFCM campaigns always have higher CPMs.

So keep it simple.

Here's what I'm doing this and next week:

I've got time to properly break down 3 BFCM ads. What works, what doesn't, what you should change.

If you want yours analyzed, just reply to this email with your ad (screenshot or link).

I’ll review ads of the first 3 people to reply.

And we'll be doing more of these breakdowns with our clients' ads as till BFCM, so watch your inbox and my twitter— @kamal_razzak.

Let's make this the best Black Friday you've ever had.

Keep it simple,

Kamal