Daniela Tiriticco: [00:00:00] Hi everyone and welcome to our webinar, smart Black Friday Moves. Turn Click Into Sales. I am Daniela, uh, head of International Partnerships at Tangoo, and I'm very happy to have you with us today. At Tangoo we work with brands to help them, uh, get the very best out of their partnerships and creativity. And let's be honest, there is no bigger test than Black.

Friday is the time when, uh, the competition is fierce. The attention spans are short and every click matters. Uh, that's why today, uh, session is all about how not just to bring traffic. But actually to turn it into revenue, um, avoid [00:01:00] common pitfalls and keep momentum rolling into Cyber Monday and beyond. Um, now I'm not doing this alone.

I'm joined by two brilliant speakers. Uh, we have Luca Virani, enterprise account Executive for impact.com. Um, Luca has nearly 15 years in MarTech and specializes in building partnerships and fuel international growth. Um, then we have Paolo Fratangelo, uh, motion designers at Tangoo. Who transforms ideas into visuals and animations and, uh, they really, really grab attention and in crowded markets.

Um, I could go on speaking about them, uh, but I'd love, uh, for you both to introduce yourself, um, quickly in your own words.

Luca Virani: So, hi everybody. Everybody. So I'm Luca. As Daniela [00:02:00] said, I'm a passionate MarTech with more than 15 years of experience. I'm driven by curiosity for the digital ecosystem, and it's endless possibility.

I am almost fluent in five languages and I specialize in, uh, building strong and a trust relationship with my brand and partners, such as of course, and, uh, outside of work. Hmm. Well, uh, you can find me enjoying sports like football, golf, and tennis. Or exploring cultural events such as art, exhibition, concert, and cinema.

Well, I have also other two passion that are cooking and uh, of course, uh, I'm nerd, so I'm watching anime or reading manga. So let's do this kind of, uh, mix between the job and, uh, private life, happier than ever. Thanks.

Daniela Tiriticco: [00:03:00] Thank you. 

Paolo Fratangelo : And, uh, morning everyone. I'm   Paolo Fratangelo, uh, motion designer at Tangoo, where I created Agile Visual Content 3D animation, animated logos, and presentation for international events. Today I want to show you how creative content, especially motion design and three animation, of course, can become a decisive advantage during Black Friday.

Daniela Tiriticco: Perfect. Thank you both. And, uh, let's dive right in. Um, Luke, I'll come with you first. Um, so Black Friday drives a huge wave of traffic, but we all know not every click turns into a sale. Um, from your experience, uh, what can brands do to make sure, uh, more of that traffic actually converts? [00:04:00] 

Luca Virani: Well, an effective Black Friday partnership campaign shouldn't be a classical plug and play because it requires planning, communication, analysis in the right retargeting approach.

Of course, let's, uh, figure out what, from my experience, should be the best practice step that a brand can take before Black Friday. First of all. Using, uh, existing performance data to predict popular products before Black Friday. So many shoppers are already online, uh, buying gift, so it's a good, the idea, it's a good way to review the performance data, uh, on converting traffic from brands, current affiliate and influencer partnership, but also review sales overall on site.

To spot trends and identify po uh, popular products. The second one is, [00:05:00] um, have everything under control from the tech perspective. I mean, test and prepare for increased, uh, increased traffic brand, in my opinion, should forecast the online traffic and then double it because it needs to make sure that.

Their tech and server capacity can handle this level of search in a current online traffic. The last things a brand needed. Uh, it's a site that crash in the middle of the most important, uh, and the biggest shopping events of the year. Once everything is secure. Uh, also from the point of a capacity, uh, consider offering your partner support while testing to ensure you, you don't lose any kind of referral traffic.

Click, uh, conversion during the Black Friday. Then it's important to set up performance tracking and plan high [00:06:00] conversion. So, uh, retaining top performance partners is important and a brand needs to discover, uh, the, uh, the brand doesn't need to discover later that that affiliate didn't get attribute in a corrective way for the conversion.

So it's better to double check. The full conversion journey, including tracking and tagging across all the relevant landing page on the micro site or their e-commerce in general, brand need. Uh, brands need to make sure that even the added pressure of high traffic and conversion and click. Are recorded correctly and with the current parameter, which ultimately means the partners is correct attribute for conversion.

Of course, we didn't, uh, the brand didn't, uh, have to, uh, forget the customization of a product fit, [00:07:00] especially it must be important to dedicate and create wants for this. Specific period of the time. Then brands should use a tool or data tools, uh, that they have to create custom payouts and incentives during this period.

So not only based on the classical CPC approach or C-P-C-P-A approach could be also in an hybrid commission and use partnership automation to customize payout and contract across. Black Friday. Last but not least in this, uh, particular step before, uh, the Black Friday is everything planned from the deals creative and landing page, but I know that Paolo will deep dive this, uh, this particular topic.

Okay. Last things to add is what to do during the Black Friday period. I will suggest to optimize the campaign in real time, so have everything [00:08:00] under control from the report point of view, increase payout to partner in real time. That can also help keep the momentum going on. Also regarding some specific product or uh, uh.

Highlight new product during this period. And third things, it's the communication. So communicating with partner is essential to continue the momentum. If brands notice that the partners is less active, reach out and find out where what they need to drive more traffic. If brand notice one is performing very well, well offer them more product deals and opportunity to promote.

That's all from my side. 

Daniela Tiriticco: Paolo, over to you. Um, black Friday is, uh, a noisy time. Everyone's shouting at once. Um, in your opinion, uh, what creative elements and technique [00:09:00] work best to actually capture the user's attention, uh, during Black Friday promotion? 

Paolo Fratangelo : Um, I think that during Black Friday, uh, attention is the scarce resource.

People are, uh, uh, overwhelmed, uh, with offers, notification, and, uh, ads everywhere. That's why creativity should focus on three key things, speed, visual impact, of course, and ence. First, it's, uh, crucial to communicate value right away, uh, what I get, how much I save, and why I should act now. Then comes the visual, uh, aspect, clean and dynamic images, short animation and graphics design for the fast scrolling behavior on social media.

Urgency is also powerful. Countdowns, time lined deals, flash promotion, all these elements push [00:10:00] people to take immediate, uh, action. And, uh, finally, uh, personalization, uh, showing content that's relevant to the audience, tailoring messages and testing. Uh, what works best.

Daniela Tiriticco: Thank you. Thank you Paolo. Uh, sticking with the creative creativity, uh, beyond the basics, um, how do you see, uh, motion design and 3D design helping brands to create a real competitive edge, uh, during this period? 

Paolo Fratangelo : Um, motion and, uh, and, uh, 3D can really make the difference, uh, in a crowded space like Black Friday.

Uh, think about, uh, 3D product, uh, productive visualization. Uh, instead of a simple static image, uh, showing a product from every angle, uh, with, uh, realistic [00:11:00] textures and lighting builds both, uh, trust and desire. And then when we have log animations and branding intros, every time a user sees a movement that's constant, uh, con, uh, with the brand's identity, it reinforces ation.

Animated landing page or dynamic presentations are also powerful, uh, tools to, uh, to grab attention and, uh, guide the eye, uh, towards the call to action. And finally, uh, immersive, uh, experience like interactive 3D elements or ar or, uh, while not for everyone can create a true competitive age.

Daniela Tiriticco: Thank you, Paolo. Thank you so much. That's so, so true. Um, Luca, over to you, uh, [00:12:00] black Friday is, uh, more competitive than ever. Um, what are some of the most effective and creative partnerships strategies that, uh, you have seen brands, uh, used to stand out and capture attention and turn, uh, those clicks into sales?

Luca Virani: Well, Daniela, um, black Friday has evolved from a one day sale into a full funnel battleground where attention is in sufficient competition is fierce, and collaboration can make the difference between click and conversion. In a world of endless discount, the most effective brands use partnership to create a unique value proposition and a sense of community that goes beyond just a price drop.

I can tell you some of the most effective and creative partnership strategies I've seen. The first is [00:13:00] creator and content partnership as a sales channel strategy. So, uh, brand are treating top tires creators and content partners as their own sales channels with executive, uh, exclusive collaboration code.

Their audience feels like an insider, so it's very, very interesting things. Or a co-created drops influencer designing or creating uh uh, a Black Friday bundle with the brand that helps blur the line between product and content. I can show you an example. Levis needed an effective method to find the right influencer and contents partner for its Black Friday campaign by using impact.com marketplace.

The brand collaborated with high quality in influencer content partners from the United States with a goal of generating customized content that highlight the [00:14:00] variety of. It's jeans, the code to action direct consumer straight to device website, also with an addition of a, um, discount of 40%, and the device campaign achieved remarkable success.

Thanks to impact.com, the brand was a, was able in fact, to select the best influencer and content partners aligned with its value reaching the US audience with content that generated strong engagement. It achieved an average overall US over the 20%. So very good results. Another example could be live shopping events and multi-phase campaigns.

Imagine a teaser content and then followed by exclusive deals launch on Black Friday. Another option could be gamify partnership or, uh, the 24 hour, uh, drop game [00:15:00] where retailer partner with mobile app or platforms where user unlock discount by playing or engaging. An example is a gamify the entire shopping experience.

So ex exclusive product or bundle are released every hour during the Black Friday. Saint Drops are a mystery box co-created with partners brand, with content, with, uh, influencers, live count downs, social teaser and livestream shopping session. Keep audience, uh, be on the top of their mind for all, all the day, and then create urgency plus fomo, where also maximizing repeat site visits.

Set option. Uh, another option could be the personalization of the Break Friday store, powered by ai. So, uh, instead of generic discount page, each shopper gets a dynamic, a dynamic AI [00:16:00] created storefront, personalized bundle discount and recommendation based on browsing history, social signal, and loyalty tire.

Another example, influencer brand partners could even create version of the store for their communities. Shift the narrative from end of choice. Uh, up to a tailor it. So, uh, just custom, just, just for me. Last but not least, loyalty and referral Amplification. So the most loyal customer are a brand most value asset.

Black Friday is a perfect opportunity to reward them. Enter them into ambassador iba.com. In iba.com. We help our clients to create their own loyalty ambassador program. We have the solution called impact.com advocate, where customer referral solution inspire customer to become champions [00:17:00] for their brand, enter them into revenue, driving advocates, and of course sales.

Daniela Tiriticco: Thank you so much, Luca. That's that's very, very insight, insightful and interesting. Um. Going back to parallel, uh, from, uh, your perspective, what marketing strategies work best, uh, for brands preparing for Black Friday, and what are the common mistakes that they should absolutely avoid? 

Paolo Fratangelo : Um, what works best is, uh, uh, preparation, uh, brands that plan ahead with the resources ready.

Automated graphics, logos, uh, creative variations are able to handle the Black Friday rush much more efficiency. Uh, it's also key, uh, to test creatives, uh, on small audience, uh, segments to see what performs [00:18:00] best. To coordinate visuals, copy, and call to action so everything works together. The most common mistake, uh, first over doing it, uh, too many animation or a v effects, uh, that slow down loading times, especially on mobile.

Then not, uh, opti ma macing, uh, for lower performing devices, uh, which can ruin the user experience, for example. Generic messages are another pitfall. Uh, if you don't personalize, uh, you just become one of many shouting, discount and finally, inconsistency in branding. Uh, for example, colors, typography, and animation style must be recogniz recognizable.

Uh, that's how, uh, you build trust and, uh, familiarity.

Daniela Tiriticco: Thanks Paolo. Um, Luca, it would [00:19:00] be good, uh, to also look beyond the obvious challenges of Black Friday. Uh, what are some of the less visible but critical issues that brand face, and how can they actually turn those, uh, into a competitive advantage?

Luca Virani: Hmm. I love this angle because why must brand obsess over discount nets, the real s of the one or maybe lost in the last glamorous backend taste? Um, let's see. Okay. Yes. Um, first issue could be a one second delay. Can tank conversion? Many site buckle under traffic surge. A solution could be that one to, uh, say to the brand to invest in site performance and scalability.

Not only avoid downtime, downtime, but [00:20:00] can market friction as checkout as a differentiator. Uh, you know what such, I think, uh, fast checkout guaranteed as the value props in the ads. Another issue could be the influx of question like, uh, order tracking. Returns, sizing, et cetera. In this case, the advantage could be that when to say to the brand to deploy an AI chatbots plus proactive messaging turn supporting to sales.

So, for example, a chatbot suggesting alternative when the item is, uh, out of stock or offering obsessed during conversation. Then another issue could be that one of, uh, where, uh, we know everyone is, uh, has an inbox full of email full of promotion with an operates that is really, really low. So an advantage could be using a segmentation trigger [00:21:00] journeys or uh, plain.

Personalized mail can cut through the noise brand that build anticipation early, like, uh, VAP, early access, loyalty only drops stand out instead of being bird. Another issue could be, uh, about the the fraud. So there are in this period spike in fraud attempts, false declines, or uh, abandoned cards. Uh, due to payment friction, the advantage is to offering, uh, multiple trust payment option.

So the PayPal Buy now pay later system, even local wallets, shop pay plus visible fraud protection messaging, reassuring the customer, some brands I like safe checkout. Faster refunds as a part of their Black Friday story. Last but not least, uh, I know that there are so much noise guitars to know which channel [00:22:00] actually drove sales For the brand, it's important to have a platform we provide this for, uh, of course, where, uh, the brand can set up a strong.

Attribution system and have data available in order to have the data in real time, uh, and cross partner data sharing that can optimize campaign, uh, from the bottom, from the top of the funnel up to the bottom of the phone while competitors sometimes don't have it. So, uh, struggle in that specific, uh, topic.

Daniela Tiriticco: I so agree with you, uh, Luca. So, so, so much. Thank you for that. Um, Paolo, before we wrap up our section, um, if we look at what's next, creatively speaking, um, what emerging, uh, creative trends do you see, [00:23:00] uh, as like most effective, uh, in capturing the user's attention? 

Paolo Fratangelo : Hmm, this is a good question. Um, there are several interesting trends that are growing and that, uh, brands can really leverage.

Uh, the first, for example, is, uh, 3D motion design. Uh, thanks to more accessible and faster tools, uh, it's becoming, uh, an option even for those with smaller budgets. Then we have a dynamic typography, for example, or also a kinetic typography. Um, I mean, text that moves, appears, transforms. It's perfect for quick, impactful promotional messages.

And, uh, another big one is minimalism with a twist. Uh, for example, clean designs that, uh, let visual spread, uh, but with a surprising detail, uh, that catches, uh, [00:24:00] the eye. Personalization and, uh, interactive, uh, content are also more important that either, um, different ver versions for different audience animations, uh, that adapt, uh, adapt to user behavior.

And lastly, uh, sound synchronized with movement. Micro sound effects or beats paired with animation make, make the experience far more memorable. 

Daniela Tiriticco: Thank you Paolo. The, the same with you, Luca lastly. Let's zoom out and let's, uh, look ahead. Are there any emerging trends or channels that you think brands should be watching closely as they prepare for Black Friday 2025?

Luca Virani: Hmm. Good thinking as we head into Black Friday 2025. There are several [00:25:00] emerging digital trends plus China that aren't yet fully mainstream, but are gaining traction. Um. If I'm thinking about it's, let's say, first of all, agent AI and generative content and game. Uh, probably everybody are seeing AI move beyond tools and assistance into more autonomous, uh, autonomous system.

This can help with, uh, creative production campaign ideation. For a casting, even customer facing tasks like virtual stylists agents, if we are thinking about fashion brands, another trends could be the generative and gain optimization and search evolution. So with the AI power search experience, like, uh, the AI sector user are increasing finding answer via AI summarization rather than clicking through traditional [00:26:00] search links.

Another one we, we talk about, uh, before, but better to underline again, it's the social commerce plus live streaming, uh, expansion where social media platform are increasing, becoming direct commerce, channel live shopping events in up checkout shoppable content are growing so fast and strongly. Another one is the omnichannel and own channel intensifying, like SMS.

WhatsApp, push notification, et cetera, because paid advertising is getting more expensive or less variable due to privacy changes, competition, and so on. And so, uh, short words brand are learning more heavily on channel. They control then. Uh, hyper personalization and dynamic offers real time behavioral based personalization across the website, email [00:27:00] ads, uh, using AI to adopt, offering pricing and product recommendation dynamically, dynamically can, uh, attract.

The end user to convert. And the last but not least, it's the ethic, sustainability, and trust signals. Not exactly new, I mean, but increasingly expected. Transparency, sustainability, ethical sourcing, reliable customer service, and data privacy are becoming significant decision factor.

Daniela Tiriticco: Thank you. Thank you both. Um, such valuable insights and I think we, we've covered everything, uh, from like conversion to creativity partners to pitfalls. Um, before we finish, uh, I would love for you to share what people can connect with you and learn, [00:28:00] uh, more.

Paolo Fratangelo : Okay. Um, first of all, I'd like to say that it, uh, has, uh, truly been a pleasure and I thank you for this opportunity. And, uh, I want to say that, uh, you can find me on, uh, LinkedIn some, uh, simply by typing my first and last name. If you'd like, you can also follow and get in touch with the Tangoo directly on the LinkedIn platform or visiting the website, tangoo.com

Thank you so much.

Luca Virani: It was a pleasure to join this webinar, Daniela and Tangoo, because it's really help brand to understand the true value of your company and also how you can support, uh, the brand during this specific period of time where, uh, the, [00:29:00] there is a lot of. Things to do in the digital ecosystem, but with your, uh, platform, with your team, I trust that everybody will be satisfied using your services.

Um, me, uh, you can find me via LinkedIn, uh, look or uh, via. luca.virani@impact.com where I'm very happy to share to you how we can support you from the managing of the partnership in direct up to the tracking, up to the user, our solution that can enable you to increase your performance. And of course, every ev, everything under control from the transparent point of view and data, of course ready to you to use.

Thank you very much. 

Daniela Tiriticco: Likewise, likewise. Um, and for everyone watching, just a quick reminder, uh, you can rewatch this [00:30:00] webinar and all of our past sessions anytime on Tangoo.com. Uh, if you'd like to chat about how Tangoo can help. Your brand, make the most of Black Friday, or partner with us on your growth strategy throughout the year.

Uh, please feel free to reach out to me directly. Uh, and finally, don't miss our next session. We have a Tangoo event in October where we'll be, we'll be diving into, uh. The, the, the most wonderful time of the year into the holiday season, um, to understand the strategies and how to maximize the sales, uh, throughout the end of, uh, of the year.

Um, thanks again. Thanks again to Luca and Paolo for joining, and thank you all for turning in. Uh, wish you your biggest and most successful Black Friday, and see you in October.