Total Sports Black Friday Campaign 2016


Totalsports is an online and offline retailer that offers a range of the latest sportswear, including sports kits & equipment, athletic shoes etc. They offer international brands that range from Adidas, Reebok to Nike and Converse.

This year they decided to participate in the ever growing Black Friday. Although the Black Friday concept is still relatively unknown in SA, more and more retailers are getting on board in an effort to increase sales and profits.


Totalsports wanted to promote the Black Friday deals to an Opt In database of individuals that said they are interested in sport, health etc. They wanted to send out a mailer that would lead to an increase in website traffic that will ultimately lead to an increase in sales.

The main objectives were:

  1. Increase awareness with regards to the specific Black Friday specials
  2. Drive traffic to the website, where the offers were hosted
  3. Increase sales & profits

Target market:

  • Target individuals in the LSM 7-10 range
  • Males and females
  • Based nationwide
  • Interested in: health & fitness, lifestyle, running, tennis, athletics, rugby etc.


Digital Fire uploaded the artwork, tested the mailer on different browsers and email clients to ensure that it would display correctly once broadcasted. The correct database was built and Digital Fire broadcasted the mailer once sign off was received from Totalsports.


Due to great artwork, an interesting subject line and a well-built opted in database; this campaign generated the following stats:

Open Rate 42%
Click Through Rate 19%

This proves that a well-executed email campaign will always have the potential to generate great awareness and drive sales and profits.



Volvo Black Friday Campaign 2016


This year Volvo decided to run a ‘Black Friday The Swedish Way’ campaign, with specific offers on their 60’s range, S60, V60 and V60 Cross Country.
Digital Fire has worked with Volvo and their advertising agency for several years, where we continue to distribute email marketing campaigns, achieving great results that increase brand awareness, generates leads, test drive bookings and ultimately sales.

Client objective
• Increase awareness with regards to their Black Friday offers and the deals available on this day.
• Drive individuals to their nearest Volvo dealership.
• Increase test drive bookings.
• Drive traffic to their website to find out more.
• Increase sales.
Volvo wanted to promote the Black Friday deals, and approached Digital Fire for access to a highly engaged database. The objective was to send out a mailer that would subsequently lead to an increase in test drive bookings and vehicle purchases.

Target market
Digital Fire targeted mid to senior managers, CEOs, MDs etc. nationwide, but predominantly in Gauteng, Western Cape and KZN. The audience’s interests ranged from luxury cars, luxury goods, lifestyle etc.

Volvo’s agency created a great looking mailer and Digital Fire provided a database rental service to Volvo, giving the car manufacturer access to a highly engaged and carefully segmented audience.

Volvo’s email promotion was a great success. Digital Fire helped the car manufacturer achieve a 26% open rate and 3.11% click through rate.