IFD brands - email-pink

The big day celebrated by Cadbury, Dove and Vodafone your brand is overlooking


30th July marks International Friendship Day, an annual event with huge potential for your brand’s profile and bottom line.

Past years have seen major brands celebrate the day around the world (read more on this here), and we predict 2019 will be the year it becomes a big event in the UK, too.

The next big event in the retail calendar

July typically sees Amazon Prime Day cause online retail sales to plummet by as much as 20%. International Friendship Day combats this, offering your brand the chance to stabilise sales, acquire new customers and build brand affinity.

Unlike Prime Day and Black Friday, International Friendship Day is rooted in a positive sentiment celebrating sharing, support and love – the perfect theme to promote across social media to your followers and their friends. And with consumers valuing their friends’ opinions more than any other source when making a buying decision, the day ties in perfectly with referral, new customer acquisition and generating sales.

Your International Friendship Day campaign

Ready to start celebrating International Friendship Day?

Here’s some ideas for your campaign:

  • A competition encouraging friends to team up and win prizes, such as tickets to an event
  • A friendship-related gift for referrals, such as a friendship bracelet or matching mugs
  • A percentage or fixed sum discount for customers and their referred friends.

We also recommend checking out our lookbook – its different copy, design and incentive ideas provides a great starting point for planning your campaign.

Of course, just as each friendship is unique, so too is your brand and the campaign that will best engage your customers. We always recommend A/B testing and closely tracking engagement to optimise your campaign for the best results.

Planning for success

We’re on a mission to make International Friendship Day the next big thing in the retail calendar, so we’re delighted Ted Baker, Pretty Little Thing, Links of London and Laithwaite’s Wine are just some of our many clients already preparing their campaigns.

Oh, and did we mention we’ll be donating £50 to South London Refugee Association for every brand that runs an International Friendship Day campaign? So you can do a good deed for your brand and the community, all in a day’s work.

Here’s to International Friendship Day: to boosting business, raising money for charity and, most importantly of all, reminding our customers and friends how much they mean to us.

Interested in running a Friendship Day campaign? Get in touch.

International Friendship Day Lookbook

Friendship Day Lookbook

Discover copy, design and incentive examples to help you get started with your friendship day campaign.

Download the lookbook

Subscribe to our blog

We’ll send you monthly emails packed full of the latest referral marketing and customer retention tips.