Cutting Through Deceptive Offers in the Market
Worten has taken an unconventional approach to the 2024 Black Friday campaign by speaking out against the industry’s deceptive practices and allocating its promotional budget directly to customers in the form of discounts.
Transparency and Customer Benefits
Gonçalo Carvalho, Country Head of Worten Spain, has become the public face of this campaign. He expressed his frustration with the typical dynamics of the sector in a video where he denounced the deceptive strategies used during massive purchasing events, including artificially inflated prices and misleading discounts. Worten has committed to maintaining low prices throughout the year, thus differentiating itself from the competition.
The Campaign Takes Shape
In a unique move, Worten is distributing the budget for the advertising campaign – worth 20,000 euros – directly to consumers through an Excel document accessible to the public. This campaign, created in partnership with the MeMe agency, invites users to sign up by registering their social media profiles.
A Dynamic System for User Registration
The sign-up system works on a first-come, first-served basis with a dynamic distribution of the allocated funds. As more participants join, the budget is distributed equally, fostering competitiveness and interactivity among users. Users can ensure their spot on the document until November 28.
Breaking Away from Conventional Advertising
In the same LinkedIn video, Carvalho highlighted that the campaign’s main objective is to “convert the marketing budget into real discounts” for customers and redefine the rules of the game. In essence, Worten is converting its marketing budget into tangible value for its customers.
A New Path for Customer Engagement
In line with the disruptive message, the Excel document shared with the campaign has become an authentic channel of communication for the brand, conveying humor and approachability. Carvalho himself admitted that maintaining technical feasibility amidst the campaign’s growth was a considerable challenge.
Sustainability and Competition in E-commerce
Despite being an ongoing subject of relevance, Black Friday remains a significant date for e-commerce in Spain. La Razón reported an increase in online sales for Spain during the same period in 2023. Data indicate a growth of 10% in comparison with the previous year, ultimately proving the importance of promoting transparent and fair business practices during critical commercial events.
Worten Sets a New Standard
This innovative campaign not only sets Worten apart from its competitors, but also pushes the boundaries of interaction and engagement with customers during major shopping events.