More Than Just Black Numbers for Black Friday

Initial Situation:

Nike Menzel is the No.1 Instagram sales and growth expert in the DACH region, with an extremely engaged and passionate community. But for Black Friday 2024, she wanted to take her marketing to the next level: an exclusive, high-end campaign that not only delivered high conversions but also strengthened her brand presence.

The challenge? A landing page that seamlessly combined performance & branding. It needed to feature an efficient funnel structure while reflecting Nike’s premium positioning.

Objective:

The landing page had to do more than convert—it had to elevate the brand. At the core was a holistic Brandformance approach that merged sales power with premium branding. A strategic funnel was designed to guide users seamlessly from deal sign-up to the Secret Training. Exclusivity and urgency played a key role in maximizing conversions.

Our Approach:

The Insta Friday Black Friday campaign was developed from the ground up in collaboration with Nike. The first step was crafting a well-thought-out strategy that clearly communicated scarcity, exclusivity, and value. The landing page was then designed to be both highly conversion-driven and visually premium.

Every section was structured for an optimal user experience: clear CTA buttons, persuasive sales psychology, and an intuitive layout. At the same time, the design reflected Nike’s high-end brand, creating a unique user journey.

The landing page copy was also meticulously optimized for impact. The messaging followed Nike’s direct, bold, and engaging style, emphasizing why the Insta Friday Deals were an unmissable opportunity. The combination of powerful language and premium design ensured a seamless brand experience.

A crucial part of the strategy was integrating the landing page into the entire Black Friday funnel. Users first signed up for the Insta Friday Deals, were then guided to the Secret Training, and finally motivated to act through final reminders and FOMO-driven ads. This holistic approach delivered outstanding results.

Results:

The landing page achieved exceptionally high conversion rates, setting new standards for performance & branding. Within just a few days, the campaign generated thousands of highly qualified sign-ups, all strategically funneled through the process. The smart combination of conversion optimization and premium branding directly reinforced Nike’s positioning as the leading Instagram growth expert.

This project proved that Brandformance—the perfect balance of branding & performance—doesn’t require compromises but rather creates powerful synergies.