In this episode of Future Proof Mzansi, host Sena sits down with Hugh Mitchell, Head of Performance at Ruby Digital, to unpack one of the biggest moments in the retail calendar — Black Friday. Together, they explore how brands can make the most of this high-stakes period. Hugh shares expert insights on how brands can rise above the noise with smart, data-driven campaigns, balance brand building with conversion goals, and turn once-off Black Friday shoppers into long-term customers. The conversation offers practical advice on campaign timing, platform strategies, effective calls to action, and a glimpse into the future of Black Friday in South Africa.

This podcast is produced by Laura Rapson

Chapters

00:00 - Introducing our guest Hugh Mitchell

03:05 - The value of Black Friday across different income groups

04:48 - Debating whether it’s valuable for brands to advertise Black Friday deals

07:10 - Quality over quantity: How brands can stand out in a sea of digital content 

09:35 - Brand building vs conversion-based advertising at different times of the year

11:07 - Acquiring long term customers from Black Friday sales

13:30 - The most effective marketing channels over the Black Friday period

15:25 - Leveraging different social platforms for different demographics

17:02   - Effective calls to action and converting sales through urgency, scarcity, value adds and removing barriers to entry

21:47 - How early should brands start their Black Friday campaigns?

24:54 - Effective planning to make sure you don’t miss the boat

26:45 - Understanding your data and maximising ROI

29:50   - The future of Black Friday for the South African consumer

31:55 - Why Hugh’s favourite holiday campaign is the Takealot Blue Dot Sale 

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