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This holiday season, our oldest client (and Oklahoma’s oldest family-owned business), BC Clark Jewelers, made waves by closing their doors on one of the busiest shopping days of the year.

Typically, the Friday following Thanksgiving (portentously dubbed Black Friday) would mark the beginning of BC Clark’s annual Anniversary Sale, the day that loyal customers line up in droves to shop for designer jewelry and luxury giftware at Anniversary Sale prices.

This year, however, Black Friday became Family Friday, and all BC Clark employees received an extra paid day off to spend with their families.

The response from fellow Oklahomies? Overwhelmingly positive.

Traction’s Role in Family Friday

While we can’t take credit for coming up with the audacious idea to close on Black Friday and delay the start of the Anniversary Sale, we have no problem bragging about our role in making Family Friday look and sound awesome!

Beginning with the Family Friday logo – and that clever little ILY (acronym for “I Love You”) easter egg – we set in place a friendly look and feel that pulled inspiration from BC Clark’s existing “From the Heart of Oklahoma” aesthetic.

Around this identity, we first built an internal presentation to announce the Family Friday plans to BC Clark’s employees. They cheered wildly. It was hard to tell if the ruckus was their response to getting paid to stay home on one of the busiest shopping days of the year, or if it was because our Family Friday stuff looked so dang good. Probably the latter, right?

Following the internal announcement, we shifted into public rollout mode with newsletter graphics, social graphics, and huge window wrap graphics. Then we added video and radio messages for good measure.

Basically, we ensured that anyone who was connected to BC Clark Jewelers, connected to someone who was connected to BC Clark Jewelers, or had thought about being connected to BC Clark Jewelers, would hear about Family Friday.

Finally, we created a day-of, interactive touchpoint by holding a Family Friday photo contest. With a $500 BC Clark gift card up for grabs, users all over Twitter, Instagram, and Facebook posted photos with their families on Family Friday and included the hashtag #famILYfriday.

By all accounts, Family Friday was a smash hit. The most telling metric of its success? The fact that BC Clark’s sales the following day more than made up for being closed on Family Friday.