Black Friday creator marketing isn’t won during Black Friday. For most brands, the work starts months earlier.

In this episode of Field Notes, Sarah Crow and Lily Comba sit down with Kelly MacIvor of Omnilux to break down how one of beauty’s most considered purchases prepares its creator program for the biggest promotional period of the year.

With a roughly $400 medical-grade device and a customer journey that can stretch up to a year, Omnilux can’t rely on a discount code to create demand overnight. Kelly shares how her team uses creators to educate consumers and build trust months before BFCM, how they identify creators whose audiences can actually convert, and why the holiday season is the time to double down on proven partners rather than chase volume.

They also get into the role discounts actually play in conversion, why creator trust matters more than the offer, how Kelly thinks about testing in the months leading up to Black Friday, and whether she’d rather activate 100 new creators or 20 proven revenue drivers.

In this episode:

- Why Black Friday creator strategy starts months before the sale
- How Omnilux uses creators to educate consumers on a $400 product
- Why trust often matters more than the discount
- How to tell whether a creator’s audience can actually convert
- 100 new creators vs. 20 proven partners
- When to test new creators before BFCM
- Why Black Friday is the time for your “tried and true” creators

Field Notes is the operator’s playbook for brand, creator, and growth, hosted by Lily Comba, Founder + CEO of Superbloom and Sarah Crow, Head of Creator Strategy at Superfiliate.