Ryan Keightley
Work About
ModCloth Black Friday Breakup

ModCloth Black Friday Breakup

Layout, Design, Web Development

For Black Friday, ModCloth wanted to get back to their roots as a brand by highlighting an act of giving back to those in need, all the while driving community engagement. Under the art director, I executed the look/feel of the campaign and built a fullscreen site and app takeover, coordinating with the developer and engineering team to launch.

This campaign was a 2017 Annual Shorty Awards Finalist for Best in Retail & E-Commerce.


200M media impressions the week of Black Friday to Cyber Monday.

600+ entries on the first ever #ModClothGiving contest on Instagram and Twitter, driving 7.5M earned impressions generated by the community.

Nearly 80K engagements (views, likes, comments, shares) on ModCloth brand social posts.

Spike in direct and organic traffic. 61% of traffic was organic or direct on Black Friday vs. the week avg. of 41%.

Exceeded our Cyber Monday sales target over +35%.

A full site takeover was employed via a modal overlay. The user’s account page was to remain accessible in order to be able to check on any current returns and orders.

ModCloth Black Friday Breakup poster
ModCloth Black Friday Breakup site banner
ModCloth Black Friday Breakup store poster

In the week leading up to the event, customers were given the heads up and a chance to learn about it via the site, social channels, and physical in-store signage.