There are plenty of good reasons for not being part of Black Friday. With all its over the top discount hysteria, it's a day that helps very few and harms a lot more - be it in social, ecological or economic terms.
For these reasons MUD Jeans does not take part in massive discounts or sales. Every year we close down our web shop and don't sell anything new as a way of making a statement. Instead, we sell vintage jeans through livestream.
We call this Blue Friday.
The goals of the Blue Friday campaign were:
To start off, I created a small catchy video which exposes the fact that brands do not take responsibility of the product after selling it to the customers. We used this video as one of the paid ads on Instagram and Facebook. The video below is made from real responses which we got from well known brands.
We also ran some other paid ads on Instagram and Facebook to raise awareness about our upcoming Vintage Livestream and urged the consumers to #BuyNothingNew on Black Friday.
The CTA from our #BuyNothingNew ads and newsletters led the viewers to a sign-up page on our website, where viewers who shared their e-mail ID's were informed when the live stream starts on Black Friday as well as other related updated.
Viewers who shared their e-mail ID's on the above shown landing page were sent a series of newsletter informing them about updates related to the Blue Friday vintage livestream.
On Black Friday (November 25th 2022), the visitors who visited the MUD Jeans website were directly funnelled to the limited time (Nov 25th till 17:00 CET) home page which encouraged people to join the livestream where they could purchase vintage jeans only. The online store was shut down to make a statement against over consumption.
And the final results from the campaign were ⬇️
