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ALMALL.com, a Saudi e-shopping site that connects shoppers with the best brands and options across the region, has launched a new ad campaign this November entitled “Orange Friday Is The New Black Friday.” The campaign, which was inspired by the popular Netflix series, “Orange Is The New Black,” ended shooting on November 11, and is being launched just in time for “Black Friday,” arguably the most popular sales and bargain hunting day of the year.
To bring its vision to life, ALMALL partnered with five of the region’s most popular female influencers on social media to shoot the ad campaign, which tells the story of five female prisoners hooked on the latest fashion trends and obsessed with outfits, bags, shoes, makeup, perfumes, and more! The name of the campaign is not only derived from the hit Netflix series but also hints at the annual day of sales, “Black Friday,” which takes place every November and was initially started in America but is increasingly becoming popular across the globe.
Even before the campaign launch, hype around it was significant particularly on Instagram and Twitter, leading to the introduction of the hashtag #almallchallenge. Through this competition, the five campaign influencers invited their followers and friends to take part in the challenge by simply visiting https://almall.com/friday and uploading their photos for a chance to win coupons worth thousands of Saudi riyals.
Following the successful launch of “Orange Friday is the New Black Friday,” the hashtag challenge was also an instant success and garnered widespread participation from people across the Gulf region, due to its fun and fresh approach, as well as the opportunities it has provided for many to win big.
