NIKIN Green Friday: TikTok influencer and paid social campaign across six European markets

NIKIN, a Swiss sustainable clothing brand that plants a tree for every product sold, needed to generate sales across six European markets simultaneously during the crowded Black Friday and Christmas retail window. Black Friday rewards aggressive discounting and consumption, which sits awkwardly with a brand whose identity is built on sustainability and tree planting, and the working insight was that such a brand cannot credibly run a standard discount push but can own the moment if the moment is reframed to fit its values.

House of Marketers reframed Black Friday as Green Friday, giving the seasonal sales push a brand-consistent sustainability angle, then ran a combined influencer and paid social campaign on TikTok across the six target markets. The team produced 162 pieces of influencer content, enough creative volume to run in all six markets at once, and set the objective as purchases rather than engagement, on the logic that shoppers already primed to buy during Black Friday can be converted by a values-consistent version of the same offer.

House of Marketers reports 266 direct sales, 108,000 engagements, and 2.5 million impressions, with the campaign held accountable to a concrete commercial outcome rather than awareness alone. All figures are self-reported and not independently verified. The source does not disclose spend, revenue, or return on ad spend, so the efficiency of the 266 reported sales cannot be assessed, and it does not name the six markets, the creators involved, or the campaign year.