Black Friday promotions achieve high engagement with calendar marketing
ChallengeBlack Friday, the pinnacle of global shopping events, presents massive opportunities and fierce competition for brands. To stand out and boost sales, brands need innovative, direct, and impactful ways to communicate offers. |
SolutionECAL’s innovative use of calendar-based marketing provided publishers with a powerful tool to connect with their audiences, drive revenue, and maximise the impact of their Black Friday campaigns. By delivering timely, relevant, and personalised offers, ECAL helped publishers achieve their objectives and stand out in a highly competitive market. |
1. Introduction
For ECAL, the creative opportunity for retail offers is high. They can insert limited-time offers, flash sales, and exclusive discounts directly to what is regarded as a high-value audience at precisely the right time, all via the intimacy of their digital calendar.
For sports fans across the globe, Black Friday merchandise sales are a highly anticipated retail period as fans anticipate gift purchases, exclusive offers and discount merchandise.
ECAL provides in-calendar events with relevant calls to action based on publisher objectives, and the execution of calendar marketing for multiple sporting organisations during Black Friday sales was seamless.
2. Objectives
- IMPACT fan engagement and maximise revenue opportunities by driving pre-registration for exclusive deals and product launches.
- INTEGRATE Black Friday marketing campaigns and utilise calendar marketing to share timely and relevant promotional material.
- PROMOTE retail events directly into customer calendars with relevant calls to action for seasonal sales.
- CREATE a direct path to purchase and allow publishers to actively alert fans about merchandise sales, discounts and special offers..
3. Strategy
ECAL prepared and supported timely and relevant daily retail campaigns for Black Friday promotions, including discount offers, merchandise promotions and integration marketing campaigns. Calendar marketing impacted daily sales and increased engagement during the sales period.
4. Solution
ECAL’s innovative use of calendar-based marketing provided publishers with a powerful tool to connect with their audiences, drive revenue, and maximise the impact of their Black Friday campaigns.
By delivering timely, relevant, and personalised offers, ECAL helped publishers achieve their objectives and stand out in a highly competitive market.
5. Outcomes
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CTRs ranged from 1% to 6.5% for on-the-day sales events.
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Over 12 million event impressions on Black Friday alone.
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8 days of promotional events sustained audience interest and participation throughout the week.
- High engagement from targeted promotions led to increased sales.
Testimonials

"The ECAL Solution is 10 out of 10. We are super happy with how it is working for us.”
Product Manager Web @ FC Barcelona
“ECAL are proactive and prescriptive in our working relationship, while the solution has proven to be a success for both fan engagement and acquisition.”
Head of Digital @ Wolverhampton Wanderers.
"We could not be happier with the ECAL product. ECAL makes it easy to implement and even easier for our fans to download our calendars where they want them most!”
Vice President of Digital Media @ Hornets Sports & Entertainment
"The ECAL platform ensures that fans can easily find out where to tune in and watch Formula E live in their territory, providing us with the ability to deliver targeted messages to users, based on location and behaviour. ECAL is our highest performing digital marketing channel, contributing approximately one-third of new user data acquired. The team at ECAL are a great bunch and I would have no hesitation in recommending them."
Senior Digital Project Manager @ Formula E
“We welcome around 750,000 visits to our Bins, waste and recycling section on our website annually. Implementing ECAL’s ‘Sync to Calendar’ service, has not only significantly reduced the average website visit, but residents can now receive dynamic bin collection reminders in-calendar. When collection days change, as do the entries and reminders in our users calendar. We are proud to be the first council in the UK to provide this innovative service for our residents and are thrilled to see this as just the start of a great journey and synergy with ECAL”.
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