Retail Marketing & Campaign Management
USC Purple Store
Early Hype, Big Impact: Black Friday Campaign
Black Friday success isn’t just about the discount—it’s about building anticipation before the rest of the market does
An earlier rollout, paired with recognizable campus visuals and ambassador-driven UGC, allowed us to create momentum that translated directly into sales.
The Context
The USC Purple Store aimed to outperform last year’s Black Friday sales by launching a more aggressive, earlier promotion and building brand energy leading into the holiday season. With both in-store and online shoppers in mind, we crafted a creative, campus-wide campaign that blended digital content, physical marketing, and student-led activation.
What We Did
We centred the Black Friday campaign around three core objectives:
Boost revenue beyond last year’s performance
Capture more attention than campus competitors
Increase both in-store and online traffic, and
Strengthen the Purple Store’s brand presence through a cohesive, student-centred promotion.
I led the campaign end-to-end as campaign manager and creative director—shaping the strategy, designing digital and physical assets, coordinating photoshoots, producing all social content, and activating ambassadors to drive UGC.
We executed an early promotional push, launched a 30% off sale across all channels, and brought the campaign to life through campus-wide posters, LED ads, Instagram Reels, pop-up booths, and brand activation events featuring the Goose mascot.
Campaign Impacts
$1,890 Sale
in 4-day promotional period
2× Increase
in sales compared to last year.