Atticadps.gr Programmatic Advertising

The ultimate Black Friday beauty & fashion destination. A 360° multi-channel programmatic campaign that redefined seasonal retail success.

01 Attica Large

A PROGRAMMATIC ADVERTISING WORK

With a heritage rooted in high-end fashion and beauty, attica has long been recognized as Greece’s premier luxury retail destination. For Black Friday 2023, the brand partnered with MEDIACUBE to go beyond discounts and build a data-driven campaign that would maximize sales, deepen engagement and solidify attica’s positioning as the go-to destination for premium shopping.

The outcome? A record-breaking campaign that delivered exceptional results across awareness, performance and brand engagement metrics, proving that with the right strategy, even the most saturated sales period can become a powerful brand-building opportunity.

THE CHALLENGE

Black Friday is one of the most competitive retail events of the year. For Attica, the challenges were threefold:
Market saturation

Competing in a highly crowded beauty and fashion landscape, especially with global e-commerce players and local retailers increasing their investment in Black Friday promotions.

Complex consumer behaviour

With evolving shopping patterns across platforms and devices, Attica needed to design a strategy that would cater to both returning customers and new audiences, maintaining consistency while optimizing for performance.

Efficient budget allocation

Balancing investment between awareness-building and conversion-driven tactics was critical. Overinvesting in the upper funnel could reduce short-term ROI, while focusing too heavily on performance risked weakening long-term brand equity

Fragmented audience data

Users engaged across multiple platforms, making it difficult to unify data, avoid overlaps, and deliver consistent messaging. Without effective integration, there was a risk of overlapping spend and inconsistent messaging across channels.

Economic pressures

The campaign ran during a prolonged period of inflation and shifting consumer spending habits, demanding more value-driven messaging without compromising brand equity.

The ultimate goal was clear: to position Attica as the No.1 Black Friday fashion and beauty destination, while delivering record-high results in revenue and digital engagement.

THE SOLUTION

MEDIACUBE designed a 360° cross-channel campaign, built around three strategic pillars: Awareness, Engagement and Performance. The campaign was rolled out in three distinct phases:

Phase 1 – Teasing & awareness

The campaign launched on November 12 with teaser content across Meta and TikTok, DV360 in Google Marketing Platform and Glomex In Video Programmatic Network, leading users to a dedicated landing page. The goal was to increase reach, build remarketing lists and establish early anticipation.

Phase 2 – Performance

From November 16–26, the campaign shifted to aggressive promotions across platforms using Display & Video 360, Performance Max, Google Search, Meta Dynamic Product Ads and TikTok In-Feed Ads. 
Rich creatives (videos, HTML5 banners, audio and connected TV formats) were adapted to each placement to balance brand storytelling with sales conversion.

Phase 3 – Conversion push

As the week of Black Friday peaked, the focus turned to hard selling and audience reactivation through email marketing, Viber, push notifications and custom remarketing. High-intent users were targeted across low-funnel ad placements, capitalizing on prior engagement to close sales.

Assets & Implementations Developed

  • Produced main promo and teaser videos to build anticipation and drive early engagement.
  • Created branded TikToks and influencer-led product reels to reach new audiences and amplify social proof.
  • Developed HTML5 banners and interactive ad formats for Display & Video 360 and connected TV, combining brand storytelling with conversion-focused messaging.
  • Designed dedicated visuals for Cyber Monday extensions to extend campaign reach and maintain momentum post-Black Friday.
  • Executed multi-channel retargeting campaigns across Performance Max, Google Search, Meta Dynamic Ads, and TikTok In-Feed Ads.

THE RESULTS

The results of the 2023 Black Friday campaign were outstanding, exceeding 2022’s performance benchmarks across the board and delivering a measurable uplift in both short-term sales and long-term brand equity.

PERFORMANCE METRICS

+%

Increase in conversions

+%

Increase in traffic

+%

Increase in online revenue

+%

Increase in branded search queries

AWARENESS & ENGAGEMENT METRICS

+%

Increase in new audience reach

+%

Increase in video views

+%

Increase in Social Media engagement

M

TikTok reach

ABOUT ATTICADPS.GR

Attica Department Stores is Greece’s leading luxury retail destination, offering a curated selection of global fashion, beauty and lifestyle brands. With flagship locations in Athens and Thessaloniki and a sophisticated e-commerce platform, attica delivers a premium shopping experience to discerning customers. Known for its innovation, brand collaborations and trendsetting approach, attica continues to set the standard for high-end retail in Southeast Europe.