Guerrilla Marketing

Black Friday campaign for fast food chain “Rosa”: Case study

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Black Friday campaign for Rosa

Guerrilla Marketing

Summary

On the occasion of Black Friday, Branziba orchestrated an innovative “Guerilla Marketing” campaign for Rosa, a local Cluj-Napoca brand, turning free shawarma into a viral sensation. Balancing traditional and digital media, the campaign achieved nationwide acclaim, transcending the usual Black Friday noise.

 

Background

Rosa, a local culinary gem in Cluj-Napoca, faced the challenge of standing out in the Black Friday frenzy. Branziba stepped in to elevate Rosa’s brand presence amidst corporate giants.

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Guerrilla Marketing - Black Friday @Rosa

Campaign Overview and Objectives

Branziba’s strategy focused on 3 main objectives:

The strategy was created using the Lead2Sale by Branziba™ system and encompassed a multi-platform approach with a unique offer – free shawarma for three hours, generating buzz across Facebook, Instagram, TikTok, and through mass-media channels.

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Black Friday campaign for Rosa

Results & Impact

  • Media Coverage: Extensive coverage by major news outlets and national TV channels.

    Estimated Media Value: Far exceeded the modest investment, showcasing an impressive ROI, reaching over 1.2 million people. The campaign has penetrated the Black Friday noise in both online and offline media:

      • with over 30 local and national online news outlets writing articles about the event (exposure worth around $27.000)

    • and local TV stations + 5 major national TV stations – ProTV, KanalD, Antena3, B1, Realitatea (exposure worth around $50.000)

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    Guerrilla Marketing - Black Friday @Rosa

    The Black Friday campaign that blocked a city

    Social Media Impact

    High engagement and viral spread – besides the brand posts, people mentioned Rosa in Stories, Reels and TikToks. They even started creating memes and a dedicated Reddit page.

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    This phenomenon eloquently demonstrated the extraordinary power of viral content in the social media universe, highlighting how far a well-placed message and an irresistible offer can reach.

     

    Customer Turnout

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    Black Friday campaign for Rosa

    Branziba’s campaign for Rosa transcends traditional marketing, showcasing our ability to create a cultural moment out of a promotional event. Our innovative approach not only elevated Rosa’s brand above the Black Friday clamor but also demonstrated the power of creative thinking in an increasingly noisy advertising world. This case study is more than just a testament to our success with Rosa; it is a blueprint for how thoughtful marketing strategies can make a significant impact, even on a modest budget.

    As we continue to push the boundaries of what’s possible in digital and traditional marketing, we invite prospective clients to join us in this journey of innovation and success. Branziba isn’t just about making noise, we’re about making history.

    Conclusion

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