Yellow is the new Black: how influencer content boosted JB Hi-Fi's Black Friday Success

How smart influencer content turned clicks into conversions for Black Friday

Black Friday, the all-American shopping phenomenon, has gained serious momentum in New Zealand over the past decade and is now one of the most competitive retail events of the year. 

As brands ramp up their efforts ahead of the last weekend of November, cutting through the noise to reach deal-hungry shoppers takes more than just a discount – it requires strategy! 

Leading home entertainment retailer, JB Hi-Fi, had Black Friday deals to offer. But, to make sure they were top-of-mind when shoppers hit ‘buy’, they needed more than just sharp pricing – they needed meaningful engagement. 

The Challenge: to stand out in a noisy market 

The objective? To position JB Hi-Fi as the ultimate Black Friday tech destination and, in a digitally driven industry, Brainchild knew influencers were going to be key to JB Hi-Fi's success. 

Even though sales - and lots of them - were a target, JB Hi-Fi wanted quality over quantity. Black Friday offered the opportunity to not just do the deals but build brand loyalty, trust, and connection. 

Three additional campaign objectives were identified: 

1. Drive high engagement with authentic content 

2. Generate quality website traffic 

3. Increase brand awareness through strategic paid reach. 

   
   

The Strategy: creating authentic experiences 

We partnered with 12 influencers - five paid and seven contra - to create engaging campaign content. Each influencer received a JB Hi-Fi voucher valued between $250 and $500 and was asked to choose a product they were genuinely excited about. This approach ensured content was natural, relatable, and authentic. 

In return, the five paid influencers were tasked with creating a reel and a set of stories across Instagram and TikTok showcasing: 

• their JB Hi-Fi shopping experience,  

• the deals they scored,  

• why JB Hi-Fi was the go-to destination for Black Friday tech deals. 

  
  

The Results: brand awareness beyond expectation 

High engagement, quality website traffic, and outstanding reach. 

In short: we cut through the Black Friday noise and positioned JB Hi-Fi as the ultimate Black Friday tech destination. 

And, we determined just how valuable, impactful, and successful influencer content can be. 

Not only did our chosen influencer-led content reach the right audiences; it kept them engaged. Furthermore, the same influencer-led content successfully converted awareness into action, driving 500 direct clicks to the JB Hi-Fi website. 

And, to top it all off, the campaign significantly outperformed reach targets by over 250%. 

This campaign proved what we believed from the start: Influence = impact. Strategy = success. 

By leaning into authentic content, engaging creators, and a clear performance-driven approach, we turned likes into loyalty and clicks into conversions.