Stay in the Black Friday
Payoff's "Stay in the Black Friday" campaign was born from a play on words Patrick Long, the copywriter I managed, made as he was working on copy for the Thanksgiving edition of Payoff's newsletter, called The Blend. Our idea had been to encourage people to do something on Black Friday that didn't involve spending money so they could avoid going into the red, aka credit card debt.
Once the rest of the marketing team and I realized what a gem the concept was, we moved fast, creating stayintheblackfriday.com and shareables for social media. Then I coordinated debuting the newsletter edition, the webpage and the related hashtag #stayintheblackfriday simultaneously to create a conversation around the topic.