Atticadps.gr Programmatic Advertising

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

A woman wearing a pink jacket and satin pants posing, with the Attica department store logo

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 social media channels like 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 digital 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.