Case study / 180by2 / 2024
Turning Black Friday into a month-long buying journey.
A coordinated email, landing-page, content and WhatsApp campaign that helped 180by2 generate R87.7K in total sales during its core Black Friday reporting window.
- Role
- Campaign strategy, email copy and deployment, landing-page design, blog content and WhatsApp outreach
- Period
- November 7 - December 2, 2024
- Context
- Delivered as part of the African Technopreneurs and 180by2 team.
The commercial problem
The sale could not begin on Black Friday.
180by2 sells considered technology purchases: VR headsets, smart glasses and creator cameras. The campaign needed to make several unfamiliar, high-value products easier to evaluate while competing with the noise and urgency of Black Friday.
Build attention early, then concentrate it.
Rather than treating each channel as a separate task, the campaign used a shared narrative and escalating urgency. Email primed the audience throughout November; supporting content reduced product uncertainty; the landing page gathered the offer in one place; WhatsApp created a direct route back to the sale.
Campaign architecture
One story, four moments.
- Nov 7-28Prime
Begin the email runway, introduce the Black November frame and help customers understand the featured Meta Quest, Ray-Ban Meta and Insta360 products.
- Nov 29Open
Bring the campaign live through the dedicated landing page, launch email and targeted WhatsApp outreach.
- Nov 30-Dec 1Reinforce
Use product-led reminders, reviews, bundles, stock messaging and countdowns to answer hesitation and sustain urgency.
- Dec 2Close
Concentrate attention with last-chance messaging and an additional flash-sale push.
Scope
My contribution
- Wrote and deployed a 14-email sequence spanning teasers, launch, reminders, last chance and flash-sale messages.
- Landing page
- Designed the dedicated Black Friday page, aligned the visual system to the campaign and added Google reviews and urgency cues to support conversion.
- Content
- Produced supporting blog content that explained featured products, benefits and offers before customers reached the decision point.
- Managed broadcasts to relevant communities and bulk messages to the customer database for direct, timely distribution.
Evidence
Commercial result
Shopify reporting for November 29 to December 2 shows a stronger sales period than the comparable 2023 campaign.
Interpretation
What the result demonstrates
The campaign did not depend on a single clever message. Its strength was coordination: product education reduced uncertainty, repeated email contact built memory, the landing page organized the decision and direct outreach brought qualified audiences back at the right moment.
Next iteration
What I would instrument next
- Consistent UTM naming across every email, article and WhatsApp message.
- Channel-specific links or offer codes to separate assisted and last-click conversion.
- A campaign dashboard connecting opens, clicks, landing-page behaviour, checkout and revenue.
- Message and offer tests planned before launch rather than interpreted after the sale.