Panvel: Black Friday 2023 Ensures +54% YoY Growth in Sales

Advanced Planning and Historic Numbers: Panvel's Black Friday 2023 Success Story

The Panvel Group, one of the largest pharmacy chains in the southern region of Brazil, considers Black Friday as one of the most important dates in retail, planning it six months ahead of the official date. Our successful partnership began in 2021, but it was in 2022 that Panvel achieved historic results on Black Friday, surpassing the retail average.

We aimed to further expand these numbers, challenging ourselves to make Black Friday 2023 the biggest in Panvel's history, ensuring traffic for digital channels, competitive coverage, omnichannel impact, encouragement of anticipation, repurchase, and coupon usage.

Seasonality-Linked Media Strategy

For the Black Friday 2023 campaign, we created a media strategy focusing on anticipation, audience, disclosure, and coverage. We employed communications for promotional categories and benefits from September, anticipating in consumers the need for consumption linked to seasonality and the brand, as well as lead generation to increase the customer base. The campaign aligns with our purpose of integrating different technical areas to orchestrate a precise solution that brings together multiple capabilities with the goal of maximizing results.

We impacted audiences considering multichannelity, captured new consumers, re-impacted recurring buyers, and built user bases from leads for the 360º strategies of digital channels. We expanded the scope of the action from the digital realm using strategic messaging, vignettes, and the reuse of influencer content, directing users to e-commerce, the app, and physical stores, along with investing in periods with greater opportunities and enveloping all active campaigns in November.

"This achievement is the result of a very mature partnership between Panvel and Cadastra, where we have a strategic and goal-focused approach. This campaign aligns with our purpose of integrating different areas and orchestrating a precise solution that brings together multiple capabilities with the goal of maximizing results." - Letícia Lopes, Business & Strategy Director

"We had a very successful partnership between Panvel and Cadastra during this year's Black Friday. Cadastra's presence in our BF war room was crucial, providing agility and efficiency in communication between teams throughout the days. From planning to execution, the Cadastra team demonstrated professionalism, commitment, and a deep understanding of our needs. The results achieved exceeded all our expectations." - Adriano Borner JR, E-commerce Manager, Panvel

Above-Expected Results in Media

At the end of the Black Friday 2023 campaign with Panvel, we achieved in overall media:

• Accesses: +51% YoY, +38% above the goal, and a 49.1% share;
  

• Orders: +55% YoY, +16% above the goal, and a 34.6% share;
  

• Sales: +54% YoY, +19% above the goal, and a 31.9% share.