{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/6627344b58f3fb0012188580/68f7db28dbf5027e4928b14a?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"The Black Friday Playbook: Lessons in performance marketing","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/6627344b58f3fb0012188580/1761073624213-585037bb-10c7-49bb-9344-8b6e1cf2ea03.jpeg?height=200","description":"<p>In this episode of Future Proof Mzansi, host Sena sits down with Hugh Mitchell, Head of Performance at Ruby Digital, to unpack one of the biggest moments in the retail calendar — Black Friday. Together, they explore how brands can make the most of this high-stakes period. Hugh shares expert insights on how brands can rise above the noise with smart, data-driven campaigns, balance brand building with conversion goals, and turn once-off Black Friday shoppers into long-term customers. The conversation offers practical advice on campaign timing, platform strategies, effective calls to action, and a glimpse into the future of Black Friday in South Africa.</p><p><br></p><p>This podcast is produced by Laura Rapson</p><p><br></p><p><strong>Chapters</strong></p><p><br></p><p>00:00 - Introducing our guest Hugh Mitchell</p><p>03:05 - The value of Black Friday across different income groups</p><p>04:48 - Debating whether it’s valuable for brands to advertise Black Friday deals</p><p>07:10 - Quality over quantity: How brands can stand out in a sea of digital content&nbsp;</p><p>09:35 - Brand building vs conversion-based advertising at different times of the year</p><p>11:07 - Acquiring long term customers from Black Friday sales</p><p>13:30 - The most effective marketing channels over the Black Friday period</p><p>15:25 - Leveraging different social platforms for different demographics</p><p>17:02&nbsp; - Effective calls to action and converting sales through urgency, scarcity, value adds and removing barriers to entry</p><p>21:47 - How early should brands start their Black Friday campaigns?</p><p>24:54 - Effective planning to make sure you don’t miss the boat</p><p>26:45 - Understanding your data and maximising ROI</p><p>29:50&nbsp; - The future of Black Friday for the South African consumer</p><p>31:55 - Why Hugh’s favourite holiday campaign is the Takealot Blue Dot Sale&nbsp; </p><p><br></p><p><br></p>","author_name":"Kantar "}