BabySam turns Black Friday buzz into VIP leads and record engagement

Founded in Denmark in 1973, BabySam is the country’s largest chain for baby equipment, with 32 retail stores plus e-commerce and institutional sales. For their Black Friday campaign they decided to do not only a Black Friday Live, but also a warm-up live enabling them to gather leads for the main event.

Katrine Nørgaard

August 26, 2025

Keypoints

The goal

Creating amazing Black Friday results by building a VIP list for the main Black Friday event

BabySam wanted to bring its trusted in-store advice online—building hype a month ahead of Black Friday by growing a VIP list and creating momentum for the main event.

How did they do it? By combining their warm-up live show with gamification elements, including a bingo-style game and riddles, followed by a high-energy Black Friday Live packed with prizes, wild discounts, and live games.

The setup

Two shows, one funnel: from Bingo teaser to Black Friday blowout.

Teaser “Bingo Live” (lead-gen): A fun and interactive bingo show designed to drive VIP sign-ups two weeks before Black Friday. Viewers played bingo from their living rooms, solving riddles and challenges to unlock bingo numbers. Participants joined the VIP list directly in the comments, with automated responses keeping the flow smooth and friction-free. (Sprii enables comment-to-checkout flows, bulk messaging, gamification, and advanced analytics to support this at scale.)

Black Friday Live (conversion-focused): Broadcast live from a physical BabySam store, this high-stakes event featured massive discounts and multiple chances to win. One of the highlights was the “scratch card” competition, where selected viewers were called live and invited to pick a number to reveal the prize behind it. This added a layer of suspense and interactive excitement, alongside a headline contest where one lucThank ky winner cleared out a BabySam store in 60 seconds.

The results

A two-part Black Friday campaign that moved the crowd—and the funnel.

Bingo Live (teaser/lead-gen): 1,500+ participants · ~6,000 comments · 12,907 reached (impressions).
Black Friday Live (main event): 2,700+ participants · 48,735 comments · nearly 16,000 impressions reached.
Community impact: Massive real-time Q&A mirrored BabySam’s in-store advisory style online - exactly what wins trust with new parents

Take a look at the Black Friday Festivities here:

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Why it worked (and how Sprii helped)

Funnel-first format: Tease early with a pre–Black Friday show built around interactive bingo and riddles to gather leads that will convert in the main Black Friday show.
Frictionless buying & messaging: Comment-to-checkout flows and bulk messaging kept viewers in the stream while guiding them toward checkout.
Gamified engagement: Bingo, riddles, scratch cards, and time-limited offers kept momentum high and comments flowing—exactly the kind of engagement Meta’s algorithms reward.

The Retail Revolution

Live Shopping originated in China and has become a significant component of thecountry's e-commerce landscape. The concept began gaining traction in 2016 when platforms like Taobao Live, operated by Alibaba, introduced live streaming features that allowed sellers to showcase products in real-time, interact with viewers, and facilitate immediate purchases.

This innovative approach quickly resonated with consumers, blending entertainment with shopping convenience.

In 2025, sales through social platforms are projected to make up approximately 17% of total global online sales and are forecasted to reach nearly $700 billion

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