Game Black Friday 2025

Black Friday 2026 is a few weeks away, so we're looking back at the campaign we ran for Game last year. Webfluential brought the micro and macro creators, and theSalt brought nano-influencers and a ‘sales army’ of real shoppers across social Together they sent 48 276 people through to Game's Black Friday page against a target of 9 025.

The brief

Game wanted people talking about its Black Friday deals weeks before the sale started. It also wanted shoppers to join the Game WhatsApp group, where members got to see early-access deals first.

By late November most shoppers already know which stores they plan to check, so the work had to start in October.

What we did

We split the work between three groups of people.

Micro and macro creators (Webfluential)

Five creators on Instagram and TikTok made content about clearing out space at home for new things: emptying cupboards, getting rid of old gear and showing what needed replacing. They encouraged their followers to join the Game WhatsApp group so they'd see the early deals.

Nano-influencers (theSalt)

Ten everyday shoppers, each with between 500 and 5 000 followers, went through the Black Friday leaflet and posted about the deals they wanted for themselves. We gave each person a different department, including appliances, audio and visual, outdoor and baby, so the whole range got some attention. Most of them posted on both Instagram and TikTok.

An engagement army (theSalt)

At the end of November, theSalt asked people on its platform to like, comment on and repost Game's Black Friday posts on X. Each person sent a screenshot to show they'd done it.

We also ran paid media on Meta and TikTok using the creators' posts, with every ad linking to Game's Black Friday landing page.

A micro creator clearing out space at home before Black Friday.

Results

Link clicks to the Black Friday page were the main measure. Both platforms went well past their targets.

Best performers

The two posts that got the most clicks were both from nano-influencers.

Instagram: A-iesha Rubidge

TikTok: Skhonziwe Dzanibe

What people said

A few of the comments on the creators' posts:

"Absolutely love the revamp @gamestores_sa is affording us this Black Friday"

"I need to check them out for a microwave and fridge"

"Ohh I love amazing specials, will check it out!"

"Love Black Friday specials that are worth it!"

Planning for Black Friday?

Webfluential and theSalt can put a creator team together for you, from macro and micro creators to nano-influencers and an engagement army on X. There's still time to start before November.