As a marketer, do you want to understand how South Africans think, feel and act?
Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data and analytics company - as they take you on a journey into the ever-changing world of brand and marketing. They chat to some of South Africa’s most creative minds and innovative thinkers, to get practical advice on how to connect with your target audience and move your brand forward. With the help of our guests, we aim to guide marketers and business leaders in shaping the brands of tomorrow by understanding all South Africans.
*This podcast is produced by Laura Rapson
Hosted on Acast. See acast.com/privacy for more information.
As a marketer, do you want to understand how South Africans think, feel and act?
Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data and analytics company - as they take you on a journey into the ever-changing world of brand and marketing. They chat to some of South Africa’s most creative minds and innovative thinkers, to get practical advice on how to connect with your target audience and move your brand forward. With the help of our guests, we aim to guide marketers and business leaders in shaping the brands of tomorrow by understanding all South Africans.
*This podcast is produced by Laura Rapson
Hosted on Acast. See acast.com/privacy for more information.
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
Hosted on Acast. See acast.com/privacy for more information.
