Introduction
Black Friday is the most intense and competitive “annual battlefield” for global advertising. With rising Facebook ad costs, higher creative demand, and faster user decision-making in 2025, black friday advertising has become the ultimate test for brands seeking high ROI.
This article provides in-depth breakdowns of 8 successful black friday advertising campaigns, analyzing creative logic, visual execution, conversion paths, and measurable ROI. We also showcase how small to medium-sized teams leverage Admaker.ai to reduce costs while maximizing results during the Black Friday rush.
2025 Black Friday Advertising Trends: What’s Changing?
Advertising costs are rising – but opportunities are concentrated
Facebook Black Friday budgets increased 22% year-over-year
CPC/CPA surged 35% during peak hours
Yet in high-intent time windows, ROI improved in popular categories such as kitchenware, apparel, and beauty
More brands are now focusing their budgets on “high-conversion windows” and top-performing creatives in black friday advertising.
- Creative Volume Is ExplodingTop brands rotate 20–30 creatives per day during Black FridayAny creative older than 48 hours quickly loses effectivenessVideo, UGC, and story-driven content achieve the highest CTRCountdown timers, FOMO visuals, and authentic experiences consistently drive conversions in black friday advertising campaigns
- UGC Drives Secondary Conversions
Comment sections with user photos and reviews boost conversion by 8–15%
Social proof becomes a “hidden booster” for black friday advertising, increasing trust and encouraging repeat interactions
Eight Black Friday advertising examples Studies (2025)
All case studies below are broken down by:
✔ Creative Structure
✔ Visual Logic
✔ User Psychology
✔ Conversion Path
✔ Data Performance (ROI / CTR / Conversion)
✔ Replicable Insights
1.Gymshark – Limited-Time Offers + High-Frequency Creatives (Apparel)
Core Strategy: Use urgency to drive conversions in black friday advertising.
- Quick 3–5 second video cuts
- Countdown elements in video, cover, and CTA
- Two rounds of daily creative updates to maintain freshness
Creative Structure Breakdown:
- Visual: High-contrast black/neon, dynamic lighting, fast-motion fitness scenes
- Copy: “Final Hour,” “Don’t miss this drop,” “Selling out fast”
- Rhythm: Highlight offer within first 2 seconds
Performance (Black Friday Week):
- ROI: +2.3x
- CTR: +41%
- Average video watch time: +0.9s
Key Takeaways:
- Urgency amplifies conversions at minimal cost
- Fast-paced content dominates in black friday advertising
- Consistent brand visual identity sustains ROI
2.Our Place – UGC + Comment-Driven Conversions (Kitchenware)
Core Strategy: Turn comment sections into “secondary landing pages” for black friday advertising.
- Influencers and real customers’ cooking videos
- Comment prompts for unboxing and recipe interactions
- Real lighting and household settings
Creative Structure:
- First 3 seconds: Before vs. After cooking
- Content: Authentic kitchen environments
- Copy: “Made for your holiday kitchen,” “Real cooks. Real kitchens.”
Performance:
- Conversion rate: +34%
- UGC engagement: +2.1x
- Click-through from comments to site: +17%
Key Takeaways:
- High user engagement drives Black Friday conversions
- Comments are powerful conversion assets, not extra work
3.Princess Polly – Dynamic Display + Layered Offers (Fashion & Beauty)
Core Strategy: Always give users a reason to click in black friday advertising.
- Carousel of seasonal products
- Combined incentives: free shipping, sweepstakes, limited-time discounts
- Differentiated recommendation per user (DABA)
Creative Structure:
- Carousel categorized by scenario (Party, Holiday, Daily)
- Each slide shows one offer to avoid clutter
- Minimalist visuals with clear spacing
Performance:
- Best-seller sales: +4x in 72 hours
- Average dwell time: +27s
- Repeat purchase rate: +13%
Key Takeaways:
- Bundle offers outperform single discounts
- Carousel helps users process information in noisy Black Friday feeds
4.SHEIN – Globalized, Localized Campaigns (Fast-Moving Consumer Goods)
Core Strategy: Multi-language automation + synchronized global distribution for black friday advertising.
- Localized creatives for 20+ countries
- Adjusted discounts, model aesthetics, and colors per region
- Hot categories auto-synced (winter fashion, beauty, accessories)
Creative Breakdown:
- Region A: Bright colors, influencer street style
- Region B: Minimalist studio shots
- Region C: Festival-appropriate visuals
Performance:
- Global ROI: +40%
- New users: +22%
- High-potential user conversion: +18%
Takeaways:
- Cross-border brands must recreate ads, not just translate
- Automation significantly reduces execution cost
5.Brooklinen – Multi-Dimensional A/B Testing (Home Goods)
Core Strategy: Data-driven creative optimization in black friday advertising.
- Test 5 visuals × 4 copy variants
- Auto-select top CTR every 6 hours
- Shift budget to winning creatives (50% → 80%)
Creative Breakdown:
- Variables: color tone, pillow arrangements, copy focus (comfort vs. durability)
- Optimal combo: real bedroom scene + warm light + “Sleep better tonight”
Performance:
- CTR: +61%
- CPA: -23%
- Cross-category sales boosted
Takeaways:
- A/B testing is crucial to avoid wasted spend
- Low-cost, fast iteration = high ROI
6.Glossier – Minimalist Visuals + Community Storytelling (Beauty)
Core Strategy: Use minimalism + real user stories to increase brand resonance and Black Friday purchase intent.
- Clean, pink-toned brand aesthetic
- Real customer narratives: Skin Journey, Before & After
Creative Breakdown:
- Visuals: Minimal background, facial close-ups, few products
- Copy: “Your skin, but better.” “Black Friday once a year. Your glow every day.”
- Short texts highlight bundle deals and free shipping
- Rhythm: Front-load 2-second before/after visual; embed story cards
Performance:
- CTR: +38%
- Cold audience conversion: +19%
- Multi-product sales: +52%
Takeaways:
- Minimalist style stands out amid visual noise
- Real stories reduce user skepticism
- Value-focused messaging outperforms hard discounting
7.Casper – Sleep Storytelling + Demand Resonance (Home)
Core Strategy: Use problem-solution storytelling to trigger high-value purchases during black friday advertising.
- Highlight daily pain points → solution → Black Friday benefit
- Focus on comfort, lifestyle, and urgency
Creative Breakdown:
- Visuals: Bedroom scenes with warm lighting, families/couples
- Copy: “Sleep shouldn’t wait.” “Upgrade your nights this Black Friday.”
- Secondary copy includes bundle offers, free shipping
- Conversion Path: Problem → Comfort → Offer → CTA
Performance:
- CTR: +46%
- AOV: +21%
- Remarketing conversion: +33%
Takeaways:
- Slow-paced, story-driven creatives convert for high-ticket items
- Embed discount within narrative for subtle persuasion
8.HelloFresh – Task-Oriented Value + Lifestyle Efficiency (Food Subscription)
Core Strategy: Promote Black Friday subscriptions via “reduce life stress” narrative instead of aggressive discounting.
- Emphasize time-saving and lifestyle efficiency
- Appeal to families and working professionals
Creative Breakdown:
- Visuals: Quick cuts of unboxing → cooking → plating
- Real kitchen scenes with natural lighting
- Copy: “One box. Zero stress.” “Black Friday: Let dinner cook itself.”
- Secondary text: subscription discount, first-month deals
Performance:
- Subscription rate: +44%
- Cold audience CPA: -22%
- Video completion rate: +29%
Takeaways:
- Task-oriented value > extreme discounts
- Real-life workflow + family scenes boost trust
- Ideal for subscription/service/lifestyle brands
Black Friday Advertising Best Practices (Deep Dive)
- Content-driven acquisition: UGC is the most stable conversion driver
- Ongoing creative optimization: Top brands maintain 10–15 concurrent creatives
- FOMO amplification: Countdowns, low stock, limited-time offers
- Structured offers: Discounts + free shipping + bundles + sweepstakes
- Audience segmentation: Remarketing, lookalike, behavior tags + high-frequency touchpoints
Admaker.ai Ads Library: Solving Real Pain Points
User Pain Points:
- Unaware of competitor activity
- Slow creative iteration
- Hard to identify high-converting ads
Solutions:
- Real-time Black Friday ad library: Filter by industry, style, CTR trends
- AI conversion prediction + engagement analysis: Identify reusable high-ROI creatives
- Competitor intelligence: Track discounts, creative cadence, target audiences
- One-click save & smart organization: Reduce collection time, streamline campaign execution
Customer Results:
- Independent apparel site: Conversion +38%, CPA -19%, sales +64%
- Beauty brand: Engagement +95%, CTR +52%, ROI doubled
- Cross-border seller: Global ROI +27%, new users +31%, wasted budget -22%
- Home brand: CTR +65%, full product sales ×2.8
Black Friday Advertising Implementation & FAQ
Campaign Timeline:
- T-15: Preheat traffic → likes/add-to-cart accumulation
- T-7: Main discounts launch → UGC + potential audience coverage
- T-1: Countdown → high-frequency reach
- D-Day: Peak burst → high-frequency carousel + strong offers
- T+3: Remarketing → second purchase peak
Budget Strategy:
- Test creatives at lower spend
- Once high-performing creatives are confirmed, increase 2–3x on D-Day
- Use Admaker.ai insights to avoid blind spending
FAQ:
- 1.New products with no historical data? → Use industry high-ROI templates from Admaker.ai
- 2.How to boost CTR? → Highlight offer/FOMO visuals in first 2 seconds
- 3.Limited budget? → Use differentiated creatives + low-competition time slots
- 4.Avoid creative overlap? → Compare competitor visuals to find differentiation
Conclusion: Winning Facebook Black Friday Advertising in 2025
Black Friday 2025 isn’t about bigger budgets; it’s about speed, creativity, and data-driven decision-making.
Admaker.ai enables you to:
- Discover winning creatives faster
- Monitor competitors more accurately
- Predict high-converting ads
- Execute campaigns efficiently
👉 Start using Admaker.ai to dominate your black friday advertising campaigns and accelerate growth in 2025.