Recipe for a Christmas Campaign

What makes an effective christmas campaign? What types of marketing campaigns cut through the noisy Christmas period to grab people’s attention? Now that I work in marketing, I’m more aware of marketing campaigns – how they’re executed and what makes it appealing or unappealing to people. With each Christmas, brands are trying now more than ever to not only grab people’s attention, but also retain it. Here are some of my observations (in baking-related form) about what goes into making a magical Christmas marketing campaign.

A dollop of storytelling

Make that several dollops. Storytelling has been a part of connecting human beings since the caveman days when they drew icons on the wall and it’s no different today. We enjoy stories we can relate to, stories that are entertaining and stories we can share with our family/friends/social media following. Just like this Boots #ShowThemYouKnowThem campaign portraying a quite accurate relationship between sisters (and actually reminds me of my own relationship with my sister) with the narrative focusing on moments every sibling experiences together.

A mix of emotion

Using emotion in campaigns isn’t just for Christmas, but it certainly feels more effective seeing as the festive period tends to heighten people’s emotions. The way people feel when they view your campaign is a very important part of how people view your brand overall. Making people laugh, cry or get angry helps your brand to stick in people’s minds. Over the years, John Lewis has built up a reputation for their Christmas adverts with everyone looking forward to seeing what their marketing team has produced and this year’s story of Moz The Monster is truly heart-warming, and as always, helps John Lewis to stand out in the sea of Christmas campaigns.

And… a sprinkling of gimmicks

Would it even be a Christmas campaign without the usual suspects of what we associate with Christmas: snow, lots of red, Santa Claus, lots of gifts, Christmas trees, fireplaces etc. All of these are a classic staple of the Christmas campaign and ones I’m sure we’ll see time and again – just like the routine Coca-Cola ‘Holidays are Coming’ Christmas campaign.

Parting thoughts: What ingredients do you think go into creating an effective Christmas campaign? Leave me a comment below or tweet me @musingsandmktg! I’ll be highlighting my favourite Christmas campaigns in December’s Marketing Monthly blog series! Catch up with the rest of the series here.

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