SnapBlackFriday – Hering Store 2016 | Clapboard Ad Archive

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SnapBlackFriday - Hering Store | Clapboard Ad Archive

SnapBlackFriday for Hering Store marked a bold recalibration for the traditional Brazilian fashion retailer, engineered by BETC to inject relevance and energy into the brand’s relationship with younger consumers in Year 2016. As Black Friday’s competitive heat intensified across the fashion and apparel landscape, Hering collaborated with Steal The Look and took to Snapchat, a platform then synonymous with digital-savvy youth, to present exclusive deals framed as fleeting opportunities—an activation that leveraged Snapchat’s disappearing stories mechanic to gamify access and urgency in real time. The promotional device itself became the story: only those quick enough to catch the right content within a vanishing window would unlock unique discounts, flipping the script on static e-commerce by demanding attention and agility from its target audience. This approach, squarely in what Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property, used the distinctiveness of Snapchat’s temporal media to code Hering as playful, relevant, and innately modern, sidestepping tired influencer tropes or retrospective legacy appeals and instead demonstrating fluency in the rhythms of emergent digital culture. BETC’s solution neither oversold nostalgia nor forced a jarring break from Hering’s roots; rather, it elegantly threaded the brand’s established identity into a contemporary context, making tradition a compelling proposition for the young without alienating its core following. While much of the Black Friday noise in apparel defaults to blanket offers and generic hype, SnapBlackFriday carved an interactive lane that demanded—and rewarded—immediacy, blending the FOMO of time-sensitive content with the dopamine of deal-hunting, and in so doing, created a branded moment that was as shareable as it was transactional. Clapboard rates this 63/100. For an industry in relentless search of cultural currency, SnapBlackFriday signals that authentic repositioning for heritage brands can be meaningfully achieved when the activation format aligns intrinsically with the communications channel and the audience's digital identity.

Credits

Client

Hering Store

Agency

BETC

Creative Director

Erh Ray

Art Director

Chico Zuccato, Leandro Moreira, Manuela Sanchez, Isabela Valentini

Copywriters

Tiago Melchior, Rodolfo Barreto

Additional Credits

Gal Barradas, Amora Marzulo, Sergio Terçarolli, Natália Rocha, Mariana Demarche, Patricia Mota, Lany Corredato, Grazzi Ferraz, Edson Amaro, Rita Calheiros

Category Mind Map

48%

The SnapBlackFriday campaign for Hering Store aimed to reposition a long-established Brazilian clothing brand as relevant and appealing to younger consumers, particularly around the high-traffic shopping event of Black Friday. The campaign’s core proposition was to bridge Hering’s traditional market presence with a contemporary, digitally savvy image by leveraging exclusivity and timeliness through social media engagement. By partnering with Steal The Look, a recognized fashion portal, the campaign provided a curated, limited-time shopping experience that emphasized immediacy and exclusivity. The market strategy hinged on insight into the target demographic’s media consumption habits, particularly their engagement with ephemeral content on platforms like Snapchat. The use of a game mechanic based on temporary availability created urgency and encouraged repeated interaction, tapping into younger consumers’ preference for dynamic, interactive digital experiences. This approach also allowed Hering to embed itself organically within a lifestyle context that resonated with fashion-conscious millennials, rather than relying solely on traditional retail messaging. Overall, the campaign aligned brand positioning with evolving consumer behaviors, using digital innovation and strategic partnerships to refresh Hering’s image and generate timely engagement during a key shopping moment.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign is best described by the Unique Personality Property format because it centers on using Snapchat’s ephemeral, youth-oriented features to highlight both a distinctive promotional mechanic (the game of temporary content and deals) and Hering’s repositioning as a cooler, more current brand. The narrative does not present a problem–solution arc, nor does it rely on exemplifying stories, testimonials, user imagery, or comparison; instead, it pivots around a unique, brand-aligned digital activation that could only work through Snapchat’s properties, reinforcing Hering’s new, modern personality for younger audiences. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. C&A – Positioned as an accessible and trend-conscious fashion retailer, C&A combines affordability with a diverse range of styles for the entire family. It leverages extensive physical presence and digital channels to deliver fast fashion with sustainable initiatives, appealing to budget-sensitive consumers seeking variety and convenience. 2. Renner – One of Brazil’s largest department stores, Renner targets middle-class consumers with a blend of trendy, quality clothing and lifestyle products. It emphasizes a strong omnichannel experience, frequent collaborations, and fashion-forward collections, positioning itself as a reliable yet stylish everyday brand. 3. Riachuelo – Riachuelo focuses on offering affordable, locally manufactured fashion inspired by global trends. It differentiates through broad product lines, strategic partnerships with designers, and sustainable practices, aiming to be a one-stop shop for modern and value-driven consumers. 4. Zara (Inditex) – Zara leads with rapid turnaround of runway styles to affordable retail, emphasizing fast fashion and style innovation. Its positioning centers on delivering high-fashion inspired apparel quickly, with a focus on urban, trend-savvy customers who prioritize style and frequent wardrobe updates. 5. Marisa – Marisa caters predominantly to women seeking trendy, budget-friendly apparel with an emphasis on comfort and versatility. Its positioning revolves around accessibility, female empowerment, and modern fashion, targeting young to middle-aged women balancing style with everyday functionality.

Q: What is SnapBlackFriday about? A: SnapBlackFriday is a 2016 digital campaign created by BETC for Hering Store, a traditional Brazilian clothing brand, with the goal of repositioning Hering as a cool and current choice for younger consumers during Black Friday. Executed in partnership with Steal The Look, a leading fashion portal, the campaign leveraged Snapchat’s ephemeral content to offer exclusive, time-limited deals through a game mechanic. By integrating Hering into the Snapchat ecosystem, the campaign generated urgency and excitement, driving engagement and refreshing the brand’s image for a youth-oriented, digitally savvy audience in the highly competitive fashion and retail market. Q: What creative device does SnapBlackFriday use? A: According to Clapboard’s 12-format classification system, SnapBlackFriday employs FORMAT#11 UNIQUE PERSONALITY PROPERTY. This approach centers on highlighting a distinctive brand feature—in this case, the use of Snapchat’s disappearing content to create a game around exclusive, time-sensitive deals. The campaign’s creative device was not based on storytelling or testimonials, but rather on leveraging a unique digital activation that aligned with Hering’s repositioning as a modern, youth-focused brand. The format underscores how the campaign’s mechanics and platform choice were integral to expressing Hering’s updated personality. Q: What is the campaign proposition for SnapBlackFriday? A: The campaign proposition for SnapBlackFriday was to bridge Hering Store’s established reputation with a fresh, digitally relevant image that appeals to younger consumers, particularly during the high-stakes Black Friday shopping period. By partnering with Steal The Look and utilizing Snapchat’s ephemeral content, Hering aimed to create a sense of urgency and exclusivity that matched the media habits of fashion-conscious millennials. The strategy was to embed Hering organically within a digital lifestyle context, moving beyond traditional retail messaging to deliver a curated, interactive experience that resonated with the target demographic and reinforced the brand’s contemporary relevance. Q: How does SnapBlackFriday rank in Clapboard's archive? A: SnapBlackFriday holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the context of digital retail marketing. Q: Who are the competitors in Hering Store's category? A: In the Brazilian fashion and apparel market, Hering Store competes with brands such as C&A, which is known for accessible, trend-conscious fast fashion with a strong digital and physical presence; Renner, which targets middle-class consumers with a blend of trendy clothing and lifestyle products through an omnichannel approach; Riachuelo, which emphasizes affordable, locally inspired fashion and designer collaborations; Zara, recognized for rapid runway-to-retail style innovation aimed at urban, trend-savvy shoppers; and Marisa, which focuses on budget-friendly, versatile apparel for women seeking both style and comfort.