This project combined marketing strategy and product design to structure El Confidencial’s Black Friday subscription campaign. The goal was to extend the campaign beyond a single day to maximize reach and conversions.
Traditionally, the Black Friday offer was active for only one day. We redesigned the structure to extend it over several stages, creating continuous engagement and urgency over time. The new strategy included three stages: Pre‑Black Friday, Black Friday, and Cyber Monday. Each phase had unique messaging, prices, and visuals but shared a consistent identity across all landings and modals.
The campaign began with a limited early‑access offer. Users could subscribe at the lowest price tier, creating anticipation and scarcity before the main launch.
The landing page featured limited‑tier pricing (different number of subscriptions available) that increased in price as each tier sold out. This scarcity‑driven structure motivated users to subscribe early for the best deal.
During Black Friday, the main landing featured a countdown timer and updated prices as stock decreased.
The final stage re‑engaged users who missed the main sale. This last‑chance offer captured additional subscribers with a simplified message and direct call to action.
The campaign included multiple landing pages, modals, and email touchpoints. All were built under a cohesive visual system consistent with El Confidencial’s brand, emphasizing clarity, exclusivity, and urgency.
The multi-stage structure increased visibility, engagement, and total conversions compared to previous single-day campaigns. It demonstrated how aligning design with marketing strategy can multiply impact over time.