Case Price guide
Establishing expertise on Black Friday with tactical media communication
Korner build the Price Guide brand and thought leadership, capture media space for the Price Guide and build engaging and multi-channel content, including online and social media. In addition to the media visibility it has earned, Korner also helps Price Guide design and produce native articles and influencer communications to deepen the brand's relationship with consumers and attract more users to the service.
Starting point
Price Guide, which operates in seven countries, is an independent product comparison service that lists price and product information from over 1000 online stores in Finland to guide consumers to sensible purchasing decisions. The service's price data, impartiality and timeliness provide an excellent opportunity to examine product price trends and consumer purchasing behaviour. The company's mission is to be on the consumer's side, and regular and year-round media communication aims to strengthen Price Guide's position as the expert voice of the retail sector.
Black Friday has grown exponentially in popularity over the years, and the shopping season that starts on Singles' Day is one of the most important times of the year for Price Guide. Media coverage is competitive throughout Black Week, with headlines featuring glowing sales records and individual insights into the shopping week. How does the impartial price comparison service make its voice heard during one of the most important weeks of the year?
Solution
Together with Price Guide, we looked at the data from previous years and found that one of the trends was that a significant number of products have higher prices during Black Friday. Some stores also raise prices first and then lower them later to make the discount percentages look as high as possible.
The Price Guide encourages consumers to make wise purchasing decisions, and we decided from the start to focus on a critical review of Black Friday. Together with the client, we also designed a consumer survey to gain valuable additional insight into the shopping behaviour of Finns on Black Friday.
In addition to media visibility, we ensure extensive visibility across a wide range of channels: during Black Week, we have published several native articles highlighting the core messages of the Price Guide, collaborative videos and other content with tweets and social media influencers, and promoted content on the Price Guide's social media channels.
Results
Price Guide has established itself as one of the strong experts on Black Friday. Well-planned and skilfully executed media communications led to some 85 articles published during and immediately after Black Week 2022, for example.
The country manager of Price Guide has been interviewed in MTV's News and Yle's Morning. Price Guide's data and research results have also been featured in publications such as Helsingin Sanomat, Yle, Teksti-TV, the most important regional and local newspapers, online publications in the technology sector and the major business media. Traffic on the Price Guide website increased significantly during the week. Overall, Black Friday has been an annual success for Price Guide: the price comparison service stood out from the crowd and further strengthened its position as an impartial expert in Finland.
1 000 units
Media shares earned during 2020-2023
Our cooperation gives Price Guide regular media visibility and keeps the service top of mind for consumers.
100 pieces
Media coverage on Black Friday 2023
Black Friday sales are the most important time of the year for Price Guide. We got the client's key messages across the media with a range of data buys and interview offers.