Amart Black Friday and Boxing Day Influencer Campaign
The Client
Amart has grown to become one of Australia’s leading furniture retailers, with an extensive network of physical stores national wide, as well as a robust online presence. For over 50 years, Amart has been helping Australian’s transform their homes and have established themselves as a trusted name in the furniture market.
Project Scope
Amart engaged MM to support their Black Friday and Boxing Day sale periods with a suite of creator-led content designed to increase visibility, drive purchase intent and spotlight key products during Black Friday and Boxing Day promotional periods.
MM managed the influencer campaign end to end, developing a tailored creator strategy, sourcing and securing talent, and overseeing all contracts and negotiations. We curated an on-brand shortlist of creators, coordinated outreach, usage approvals, product delivery, in‑store visits and produced detailed creative briefs to ensure consistent messaging and visual direction. Throughout production, MM worked closely with each creator, to maintain alignment with campaign objectives, resulting in polished, high performing content delivered seamlessly from start to finish.
The combined output from all creators delivered a diverse and high‑performing content library for Amart, suitable for organic, paid and owned channels. The strength of the campaigns came from a balanced mix of creator styles from polished, aspirational styling content to relatable in‑store shopping moments, which allowed Amart to reach customers at every stage of the journey. Both campaigns outperformed typical retail benchmarks seen during peak sales periods, with authentic creator storytelling driving strong engagement despite heightened seasonal competition. Beyond immediate results, Amart gained a valuable suite of assets, making the campaign not only successful in-season but a long-term investment in brand visibility and customer engagement.