Cut Through the Christmas Noise: Tips for Building a Successful Festive Marketing Campaign
We know it’s August and the sun is shining (most of the time), but starting to plan your Christmas campaign now is essential to ensure you have time to create a memorable Christmas brand and campaign that is on point across all of your marketing touchpoints.
The key to standing out in the crowded Christmas market isn’t just about having the best deals or the most eye-catching decorations; it’s about creating a strong campaign that resonates with your audience. A well-crafted festive brand can turn your Christmas marketing efforts into a memorable experience, fostering customer loyalty and driving sales well beyond the festive months. We’d love to know how many consumers try a Starbucks for the first time at Christmas to get their hands on a red cup and carry on purchasing Starbucks coffee from there on in…
Here is our list of things to consider when beginning to craft your 2024 festive Christmas campaign:
1. Establish Emotional Connections
Christmas is a time of joy, nostalgia, and family. These emotions are powerful and can greatly influence consumer behaviour—think about any of the previous John Lewis campaigns that get consumers talking year after year! By creating a festive campaign that taps into these feelings, you can forge a deep emotional connection with your audience. A strong campaign will tell a story that resonates with people’s experiences, values, and aspirations during the holiday season.
Let your mind drift back to an iconic Coca-Cola Christmas advert featuring the jolly Santa Claus. This imagery isn’t just about selling a soft drink; it’s about invoking the warm, fuzzy feelings associated with Christmas. Your campaign can do the same by aligning with the emotions that define the season—whether it’s warmth, generosity, or togetherness.
2. Craft a Unique Christmas Message
Creating a holiday-specific message that resonates with your audience is a great way to link your campaign across different touchpoints and help your brand be remembered this festive season. Choose a message that encapsulates your company values while aligning with the festive spirit. For example, a home décor brand could use a message like “Making Home Cosy for Christmas” across all touchpoints to capture the product and season, while evoking emotion within their audience when they think back to cosy Christmases that they have had before.
3. Offer Limited-Edition Products or Packaging
Limited-edition products or special holiday packaging create a sense of urgency and exclusivity, encouraging customers to purchase before the season ends. This not only helps to boost sales but also helps to make your brand become a part of Christmas traditions.
Starbucks develops a strong festive brand every year. Customers start to get excited about their Christmas campaign and product offerings months before they are launched in-store. The main attraction – their annual Red Cups. Each year, the coffee giant releases its signature red holiday cups, adorned with festive designs and accompanied by messages of joy, love, and connection, which customers cannot wait to get their hands on.
4. Be Different: Christmas Marketing is a Crowded Market
Christmas is saturated with marketing messages incoming from every corner, all vying for consumer attention. A distinct brand identity is crucial to making your campaign stand out and be memorable in this crowded landscape. If your Christmas brand is well-defined and consistent across all platforms—social media, website, email campaigns, in-store decorations—it becomes easier for consumers to recognise and remember you, and the cherry on top, speak about your campaign to someone else.
Consider creating a unique Christmas theme that aligns with your business identity. This could be done by utilising specific colourways that link closely to your year-round marketing, designing a distinct festive-themed pattern or imagery that sits on all of your marketing collateral, or designing a festive logo that is a fun take on your business’ everyday logo.
5. Launch a Christmas Campaign with a Purpose
In the 21st century, consumers are looking for more from brands than just great products—they want to know that the companies they support are making a positive impact in the world. Tying your Christmas campaign to a charitable cause or meaningful purpose can help you connect with your audience on a deeper level. Getting involved locally by organising or sponsoring events like toy drives, food collections, or festive performances, can be a simple yet effective way to support the community in which your business operates, and add a purpose to your marketing.
Take Marks & Spencer’s “Spark Something Good” campaign. Every year, Marks & Spencer teams up with charities to spread some holiday cheer where it’s needed most, for example, one year they worked with Shelter, a charity dedicated to helping people facing homelessness. Whether it’s by donating a portion of sales from certain products or inviting customers to chip in at the checkout, Marks & Spencer beautifully captures the true spirit of Christmas—giving – which creates an emotional bond with their customers.
By crafting a heartfelt Christmas message, staying consistent across all your channels, launching campaigns with purpose, and offering special holiday products/packaging, you’ll create a holiday campaign that not only stands out but also resonates with people long after the season is over.
If you’re looking for support in developing your Christmas campaign this year, our design team are here for you from concept to creation. Contact us today
References:
https://www.glamourmagazine.co.uk/article/starbucks-red-cups-2016
https://www.creativereview.co.uk/coca-cola-holiday-campaign-identity/
https://www.neighbourly.com/campaign/57dfc8d4b9918e344c2d3557
