Black Friday and Cyber Monday aren’t just big – they’re the make-or-break moment for many e-commerce brands, often driving over 20% of their annual sales¹. Where do shoppers decide what to buy? On social media. Nearly 9 in 10 consumers say social platforms impact their holiday purchases².
More importantly, 58% of Black Friday and Cyber Week buyers will look for and purchase products that are suggested by the influencers they follow online³. In other words, shoppers are already turning to creators to find deals — and your brand needs to be ready.
Whether your goal is to drive conversions or boost your brand visibility, strategic influencer campaigns remain one of the most effective ways to achieve results.
Below, you’ll find Black Friday campaign ideas that helped brands skyrocket both online sales and in-store foot traffic in past holiday seasons. If you’re gearing up for peak season, this is the inspiration you need.
1. L’Occitane’s Holiday Gift Guides, Curated by Influencers
About the campaign
L’Occitane’s Black Friday marketing campaign focused on gift guides handpicked by influencers. Beauty and lifestyle creators shared personalized recommendations through Instagram Reels, TikTok videos, and social media posts, highlighting holiday products and exclusive deals. Beauty Black Friday campaigns like this succeed because they tap into authentic peer-to-peer recommendations
Rather than aggressive sales pitches, L’Occitane emphasized value, brand storytelling, and seasonal inspiration. By using influencer content to position their products as gift-worthy indulgences, they built trust and boosted their customer engagement.
Why it worked
In a season saturated with aggressive promos, L’Occitane focused on trust and taste. The influencers didn’t just pitch products. They curated thoughtful gift ideas. The result? It elevated the brand perception and increased buyer confidence.
These gift guides worked as both content and product affinity while driving clicks and sales. It’s proof that influencer-led storytelling can move the needle, even when the main message is about “gift-worthy indulgence” rather than “flash sales.”
Wondering how you can replicate L’Occitane’s approach? With our creator matching feature, you can identify creators who already love your products and send them personalized briefs that inspire authentic storytelling — from curated gift guides to seasonal inspiration — to build trust and engage holiday shoppers.
2. MyProtein’s Personalized Discount Code Play
About the campaign
MyProtein ran a performance-driven Black Friday campaign by giving fitness influencers personalized promo codes tied to each creator. Customers received exclusive discounts on top of sitewide deals, creating a sense of scarcity and VIP access.
Influencers shared the promo codes within gym tutorials, product reviews, and TikTok shopping content, merging social media engagement with conversions.
Why it worked
This campaign turned influencers into affiliate sellers with a personal edge. Health-conscious audiences trust their fitness creators, and when those creators recommended MyProtein products and offered additional savings, it was an easy “yes.”.
The campaign created urgency (“use it before it expires”) and tailored messaging to each niche, resulting in increased engagement and conversions. It’s a textbook case of how to align influencer content with performance marketing goals.
Wondering how to create promo codes for your Black Friday influencer campaigns? With Upfluence, you can bulk-generate unique codes for each creator — saving time and streamlining campaign execution.
3. Dior Exclusive Advent Calendar
About the campaign
For Black Friday and Cyber Monday 2024, Dior took a bold approach: no discounts. Rather than slash prices, the luxury brand spotlighted two ultra-premium holiday products: the Le 30 Montaigne Advent Calendar and the Trunk of Dreams.
Instead of going wide, Dior went deep, activating a select group of mega and macro, top-tier beauty and lifestyle influencers like lenasituations, to unbox their calendars across TikTok, Instagram Reels, and YouTube. These creators didn’t just showcase products; they elevated Dior’s brand narrative by capturing the craftsmanship, exclusivity, and holiday allure of each piece.
Why it worked
While other brands chased attention through aggressive markdowns, Dior stayed true to its luxury positioning using scarcity and storytelling to drive urgency.
The campaign succeeded by:
- Fueling FOMO with high-aesthetic, cinematic unboxing content optimized for TikTok virality.
- Launching early, so the products became must-haves well before Black Friday hit.
Dior proved that during the biggest sales weekend of the year, premium brands can opt out of discounts and still win by turning creators into aspirational storytellers.
@lenasituations Watch this TikTok video!
4. Gymshark's #BigDealEnergy
About the campaign
For their Black Friday sale, Gymshark — known for its limited-time offers — collaborated with high-profile influencers like KSI and Behzinga and used the hashtag #BigDealEnergy.
These creators drove the buzz by sharing dynamic video content on Instagram and YouTube, using trending sounds to spark viral moments and amplify Gymshark’s message.
Why it worked
Gymshark’s strategy leveraged built-in hype and viral content, engaging both existing and potential customers through humor and reliability. The multi-platform approach ensured broad reach and high engagement.
The campaign was so successful that customers and smaller creators made videos to reminisce on the campaign months later.
Want to see more examples of winning e-commerce campaigns? See how Simply Bread drove 50% of their sales on Shopify and Branded 10x their ROI on Amazon, using creators on Upfluence.
5. NA-KD Black Friday Showcases
About the campaign
Like many companies featured in this Black Friday influencer campaign ideas list, NA-KD opted for a conversion-focused campaign built around what they know best: showcases and great deals.
The Swedish retail giant continued their already extremely strong influencer marketing by sending huge hauls of clothes to influencers all over the world, including non-English speaking countries like France, to expand its global footprint.
Why it worked
Due to NA-KD’s constant content strategy, they did not need to craft grandiose storytelling behind their Black Friday campaign, focusing on beloved and trusted fashion influencers to showcase their products. Leveraging their existing strong brand awareness, NA-KD delivered exactly what their audience was looking for: a major Black Friday deal.”
Plus, by opting for a gifting strategy, they lowered their Cost of Acquisition (CAC) and increased return on investment (ROI). Influencers showcased a wide range of items from the website and shared personalized promo codes and trackable links, making it easier to drive and measure conversions.
Want to do like NA-KD and find the best fashion influencers? With Upfluence’s Advanced AI Search, you’ll discover the most relevant creators across any industry — not just fashion — with the flexibility to filter by geolocation, performance metrics, platforms, and more.
@donamaria.mbassat Watch this TikTok video!
Win Black Friday & Cyber Monday 2025 with Influencer Campaigns That Sell
From L’Occitane’s gift guides that built trust to MyProtein’s personalized codes that drove conversions, the takeaway is clear: creators can deliver real results. Whether your goal is to boost visibility through authentic storytelling or drive sales with performance-driven campaigns, influencer marketing helps brands cut through the noise during the busiest shopping weekend of the year.
With Upfluence, e-commerce brands on Amazon, Shopify, WooCommerce, BigCommerce, and Magento can turn creators into revenue this holiday season. With features like automated outreach, one-click payments, real-time sales tracking, or our newly launched Creator Marketplace, you can manage your Black Friday influencer campaigns end-to-end in one platform. This BFCM, make creators your most profitable sales channel.
