Objective: To figure out how to capitalize on the biggest consumer shopping weekend of the year WITHOUT having the benefit of the massive organic traffic influx from the premiere of Invincible Season 2, which occurred during Black Friday/Cyber Monday the year before. (Invincible Season 3 was not premiering until Feb. 2025, but more on that later.) How to engage customers who weren’t already looking and get them to the Skybound Store?

Solution: Using Skybound’s two biggest properties, The Walking Dead and Invincible, created a story-driven campaign turning Black Friday/Cyber Monday into a shared universe crossover event where the characters directly addressed the audience. Had a lot of fun playing in the voice and tone of Invincible, The Walking Dead, and further establishing Skybound’s brand voice. Wrote all email, social, SMS, site, and product description copy. Worked with the Art Department to establish the comic book-nature aesthetic for the campaign.

Results: Increased engagement and conversions by 10X from the year before (2% to 20%).
Performance marketing assets yielded an ROAS of 4.3 - 5.1.
Audience reaction loved the “new comics story” nature of the campaign.
Increased BF/CM revenue year-over-year by 10% despite having half of the organic traffic and 1/3 of the marketing spend of the previous year.

Campaign Brief
Social and SMS
Site Copy and Product Descriptions
Emails

Art Design by Ryan Graber, Chelsea Roberts