Case Study: Rosa’s Black Friday Blast

Date: 11.11.2023

Summary

Branziba orchestrated an innovative Black Friday 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.

Campaign Overview and Objectives

Branziba’s strategy focused on 3 main objectives:

  • Increasing brand awareness
  • Increasing customer engagement 
  • Generating as many leads as possible in a short timeframe.

 

The strategy 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.

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 (would normally cost around $27.000)
    • and local TV stations + 5 major national TV stations – ProTV, KanalD, Antena3, B1, Realitatea (would normally cost around $50.000)
    • 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.

    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.

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    • Customer Turnout:

     

    • Thousands of participants & significant queues,
    • Over 5000 leads generated
    • Lots of followers for their social media assets
    • Hundreds of mentions, tags, and shares via TikTok, IG Stories & IG Reels.
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    WhatsApp Image 2023 11 14 at 11.55.17 e1700032876495

    Conclusion

    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.

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