SCOPE
Leroy Merlin wanted to promote its Black Friday campaign, featuring discounts of up to 50% on more than 200 products. The goal was to communicate the offers in a fun and memorable way while reassuring customers that they still had time to take advantage of the deals. Summercliff was tasked with creating influencer content that would combine humor, urgency, and retail messaging.
STRATEGY
We partnered with O Ilias and the Moustache, a creator known for his playful personality and comedic storytelling. The concept revolved around the familiar Black Friday rush, with Ilias running to the store to catch the deals before they were gone, only to discover that there was no need to panic.
IMPLEMENTATION
Ilias created a humorous reel where he rushes to Leroy Merlin, determined not to miss the Black Friday offers. Once inside the store, he learns that the promotion isn’t just one day, but “Easy Friday”, meaning customers still have several days to enjoy the discounts.
The video highlighted the key campaign message, up to 50% off on over 200 products, while maintaining the creator’s signature humor and relaxed tone.
RESULTS
High Entertainment Value – The comedic storyline captured attention and made the campaign memorable.
Clear Promotion Message – Communicated both the discounts and the extended promotion period.
Audience Engagement – The relatable “rush for Black Friday deals” concept resonated strongly with viewers.
Retail Impact – Encouraged customers to visit Leroy Merlin and take advantage of the Easy Friday offers.
By turning the typical Black Friday panic into a lighthearted moment, Leroy Merlin and O Ilias and the Moustache reminded shoppers that grabbing great deals can be easy, and there’s still time to enjoy them.
