Contact Us

Cutting through the Black Friday noise with Monica Vinader.

CONTACT US

Black Friday is one of the most competitive times in the retail calendar — and for fashion jewellery brands like Monica Vinader, the challenge is even greater. Customers expect deep discounts, and inboxes are saturated with digital promotions.

Our goal was to drive strong revenue and engagement while protecting margin. The solution was a highly targeted Direct Mail campaign offering early access to the sale and daily flash offers throughout the period.

By focusing on recency of purchase and lifetime value (LTV), the campaign targeted customers most likely to respond, while also reactivating selected lapsed customers with high potential.

The campaign was shortlisted for a DMA Award, highlighting the effectiveness of Direct Mail in even the most competitive retail period.

THE CAMPAIGN

Black Friday presents unique challenges for brands competing for attention in a crowded marketplace. For Monica Vinader, the objective was to cut through the digital noise while maintaining brand value and driving measurable sales uplift.

The Direct Mail campaign offered exclusive early access to the Black Friday sale and introduced daily flash offers to sustain engagement across the period. Landing just before Black Friday, the mailing positioned Monica Vinader ahead of the competition, prompting early purchases before inboxes became overwhelmed.

This approach balanced commercial impact with brand integrity, proving that Direct Mail can drive both immediate sales and long-term customer value in a heavily saturated trading window.

THE DATA INSIGHT

To make sure every mailing counted, we developed a refined segmentation strategy. Customers were prioritised based on the recency of their last purchase and their lifetime value (LTV), helping us focus on those most likely to engage and spend.

We also included a select group of lapsed customers with historically high LTV to reactivate dormant revenue streams while maintaining a healthy average order value (AOV).

Timing was equally crucial. The Direct Mail landed just before Black Friday, giving recipients early access to the sale and prompting immediate response before the digital rush began.

This data-led approach maximised efficiency, ensuring that every customer mailed had strong purchase potential, proving that targeted Direct Mail can outperform generic digital promotions during peak retail periods.

THE CREATIVE

The creative objective was clear: stand out without shouting. We chose a premium postcard format that balanced cost efficiency with impact and visual appeal.

Switching from uncoated to silk stock elevated the tactile quality and enhanced colour vibrancy, reinforcing the brand’s premium positioning. The minimalist design focused on clarity, urgency, and brand consistency, using clean typography and a clear call to action.

By simplifying content and maintaining an elegant aesthetic, the creative achieved standout against the cluttered visual noise of Black Friday, successfully prompting immediate response.

THE OUTCOME

The campaign delivered outstanding results:

  • 382,000 customers mailed

  • 13.7% response rate

  • 31% year-on-year increase in incremental revenue

The highest level of engagement occurred on mail landing day, with 6,769 orders versus 374 in the control group — proof of precise timing and effective targeting.

The Monica Vinader Black Friday campaign demonstrated the incremental power of Direct Mail in a digitally dominated period, driving measurable uplift and reinforcing its strategic value within the marketing mix.

The campaign has been shortlisted for a 2025 DMA award.

DISCOVER MORE WORK