Black Friday ads: examples of brands and how to create disruptive ads and campaigns

Black Friday is the time of year when all brands compete for consumers’ attention. Well, actually, it’s not just Black Friday—it’s the entire month of November. Thousands of ads flood social media, emails and websites.

The question is: How do you stand out amid all the noise? Among so many brands running aggressive promotions and million-dollar campaigns?

The answer lies in combining creativity + credibility. Today, the ads that perform best aren’t the most expensive or the most highly produced (unless you have €3M to spend and be everywhere—in which case, the most expensive one might work too), but those that manage to connect with audiences in an authentic and direct way.

1. Short, direct and authentic videos. On TikTok, Instagram Reels or YouTube Shorts, 15–20-second ads with a hook in the first 3 seconds generate the most conversions. And yes, UGC ads made by real people—not an ad created by your designer, agency or with the boring visuals from your campaign.
2. Clear offers. The trend of not offering discounts doesn’t work. There’s no Black Friday without the magic words: limited-time discount. The copy should make it clear what customers get and until when. And sorry, it’s no longer trendy to say you don’t have discounts on Black Friday.
3. Creativity based on humour or storytelling. Memes, irony and cultural references generate more engagement than a polished 30-second commercial. See the top creators registered on HICARI here.

User Generated Content (UGC) has become brands’ secret weapon (what is UGC). Instead of spending on expensive productions, companies can rely on real creators who produce content that feels organic but is designed to convert and sell.

UGC ads integrate more naturally into social feeds, feel like authentic recommendations and make audiences lower their guard against traditional ads.

At HICARI, the best UGC content creator platform, you can run a campaign by commissioning a custom video from a Standard creator for just €70.

But we recommend making your action and campaign more comprehensive by doing the following:

1. Get a Growth plan → €399 → 6 Videos. With this plan, you get between 3 and 6 videos (depending on the type of creator you choose) within a maximum of 7 days.
2. Develop different stories for each video → Humor → Storytelling → Offer. For each story, create a brief (use the AI in HICARI to help you), request and receive different videos from different creators that best fit that type of content.
3. Series on organic social media and paid campaigns → use all the content. This way, you can test which content performs best in paid campaigns according to your KPIs (CTR; CPA; ROAS)

Here are some ideas you can replicate for your brand this Black Friday 2025:

1. Deal hunter. A creator showing on screen how they “chase” the discount before it runs out, with a countdown overlay. An alternative, and a way to start with a Hook, is to have them run after something whose identity is unclear, creating intrigue. On-screen text: “Grab it today or lose it”.
2. Express unboxing. A quick unboxing (15 sec) of a product with trendy music + urgent copy: “Today only, 40% OFF”. Ideal for electronics, gadgets or fashion.
3. Price comparison. Split screen: “What it usually costs” vs “What it costs on Black Friday”. A surprise effect to highlight the savings.
4. Spontaneous reaction. POV of a creator reacting incredulously to the discount: “WTF? I’ve never seen this price before”. “Girl, you won’t believe how much I bought this {product} for.” Perfect for connecting with Gen Z.
5. Comedic POV based on generation or target audience. “Your face when you see this guy vs this price on Black Friday” with exaggerated acting or a humorous touch. Works for fashion, beauty and lifestyle products.
6. Real testimonial with urgency. A customer explaining: “I bought it last year without a discount, and now you can get it at 50% off…”. Applies social proof + FOMO instantly.

🔲 Define your irresistible offer.
🔲 Prepare your content strategy by defining content types and objectives (see point 4)
🔲 Go to HICARI and select your creators
🔲 Prepare 3–5 versions of UGC ads to test based on the type of content.
🔲 Add direct CTAs: buy now, take advantage today, don’t miss out.il).

In 2023, Samsung launched 10-second ads in Reel format showing a before/after price comparison with a visual countdown and a very clear call to action.

🔑 What’s interesting: they used simple animations + an urgent voice-over to emphasize “for a limited time only”.

Nike didn’t limit itself to one ad; instead, it created an exclusive campaign for app members: they showed UGC-style content of athletes wearing their sneakers with a discount overlay.

🔑 What’s interesting: the ad played on exclusivity and belonging to the community.

On Instagram and TikTok, Sephora worked with beauty creators who recorded quick unboxings and spontaneous reactions to the discounts.

🔑 What’s interesting: 100% of their creative assets were UGC, not studio spots.

Objective: Highlight a discount with visual urgency.

• Visual shot: Split screen. Left: regular price → crossed out. Right: Black Friday price in large text, with a red or yellow background.
• Action: The creator holds the product and points to the new price with a surprised expression.
• On-screen text: “🔥 TODAY ONLY -40% 🔥”
• Script (voice/dialogue): “Seriously? This [product] was €299 and today it’s €179? I’ve already got my Three Kings’ Day present!”

Objective: Generate FOMO and a sense of belonging.

• Visual shot: POV of the creator opening an app on their phone (Nike, or yours), showing exclusive access to the offer.
• Action: The creator looks at the camera knowingly, as if revealing a secret.
• On-screen text: “Exclusive access ⚡ Are you a member?”
• Script (voice/dialogue): “If you don’t have the app, you can’t get in… I already grabbed these [sneakers] before they sell out. What are you waiting for?”

Objective: Show authenticity through social proof.

• Visual shot: Creator in her bedroom showing several newly purchased beauty products.
• Action: She takes out 2–3 products and places them on the table enthusiastically.
• On-screen text: “My Black Friday haul 💄✨”
• Script (voice/dialogue): “Look what I got on Black Friday… this makeup set at 50% off and this serum that’s always sold out. The best time to shop!”