Black November da Netshoes foi um grande sucesso. One of the biggest highlights was for the sportstyle category – products with sporty style "the new casual"- which grew by 31% during Black Friday. Within the category, the highlight is the adidas Breaknet sneakers which doubled sales compared to 2023. The sneaker was developed by the Netshoes product team in partnership with the brand, which was sold from 189 reais, during the date. Outro item muito procurado para o casual foram mochilas que também tiveram aumento de vendas expressivo 416%.
The growth of the sportstyle category aligns with the brand's expanded positioning to serve beyond practitioners of all sports disciplines, quem deseja usar o desporto como item de estilo e conforto. Another category that experienced growth was the football boots, with a 54% increase, what also shows the progress in the "Football" division, that increased by 25 percent.
The e-commerce focused on strategies with discount coupons available throughout November, for use on top of Black November offers. A highlight was the "True Coupon Mission" action carried out on Thursday, 28, que a empresa ofereceu cupons de 500 e 1000 reais para os consumidores utilizarem no aplicativo da empresa. Thanks to these actions, the Netshoes app was among the top 10 most downloaded on Black Friday, the brand was one of the most searched on Google and also reached the 1st place in the Trending Topics in the Sports category on X (formerly Twitter).
This behavior proved that Black November and Black Friday are events in which consumers seek relevant products, using the discounts offered during the period to fulfill wishes and use the items within what we call "sportstyle made in Brazil", mixing brands and trends, says Gabriele Claudino, head of marketing at Netshoes
Black Friday "dispenses imitações"
For this year's marketing campaign, Netshoes bet on satire of "fakes" as its flagshipBlack November campaign, movement in which it is a pioneer in Brazil. Netshoes was the first Brazilian company to launch the strategy of an entire month of November with promotions and discounts in advance in 2013 and today it is followed by most retailers.
For this year, in which more than 60% of consumers intended to shop on Black Friday, according to Google research, a Netshoes quis evidenciar sua boa reputação que inclui pioneirismo, tradition, trust, great prices and product assortment. Therefore, the marketing campaign took advantage of the moment when retail suffers most from customer distrust and false offers to reinforce its commitment to selling quality products with good provenance.
We use our Black November pioneering, commitment and credibility with our consumers, against offers that do not deliver the truth, says Gabriele Claudino, head of marketing at Netshoes.The idea of the pieces and other activations was to create surprise and satirize the typical fake of that time, contrasting with the flood of real offers that only Netshoes has.”
To enhance the reach of the campaign, Netshoes employed memetization strategies, guerrilla marketing and with a squad of digital influencers – among them, Rodrigo Góes, better known as "Fake Natty" and has nearly 2 million followers on Instagram, and Luana Benfica, with 3,6 million fans on TikTok -, in addition to activations on CazéTV, Spotify, YouTube and other social networks.
