The Do’s and Don’ts of Holiday Campaigns
By: Jaliana Griesbach, Account Supervisor
The holiday season has officially begun, even if you’ve already been listening to festive music since Halloween. Although festivities will look different this year, creative campaigns will continue to impact the communications industry this holiday season. During this busy time of year, consumers are bombarded with corporate media pushes. So, how can a brand stick out from the crowd while remaining authentic and genuine? Grab some hot chocolate and let’s go through a few do’s and don’ts of holiday campaigns.
DO
Make it Interactive
People are spending quite a bit of time on social media these days. A catchy hashtag and shareable story can go a long way in increasing audience engagement and gaining more brand awareness. WeWork, a B2B brand, succeeded at this with their #wwgiftguide campaign. The campaign started with a blog post of the gift guide and developed into a shareable social media post with the list and the hashtag. With the hashtag, people shared the gifts they purchased or received from the guide.
Tap into Nostalgia
In 2018, Google went viral with their Google Assistant Home Alone Parody ad. Google successfully made a holiday classic adapt to modern technology without ruining the magic of the movie. Use your holiday campaign to create feel-good, light-hearted moments like this one.
Cause-Related Partnerships
In recent years, REI started their Thanksgiving campaign #OptOutside to promote the well-being of their employees and customers during a stressful time. REI even got reposts from the National Park Service and made the campaign a cause-related effort by donation $10 to Paradox Sports for every post with their hashtag. This example is not only interactive, but it helps people feel like they’re making a difference too.
Earned Media
In 2018, Virgin Trains teamed up with Rethink Mental Illness to paint the entire script on It’s a Wonderful Life in the stations from London to Glasgow in their “It’s a Wonderful Line” campaign. The campaign gained international media coverage and most importantly got people talking about the importance of checking in on loved-ones during the holidays. Although paid ads and owned media can be great assets to your campaign, don’t forget about the power and influence of earned media. Get people talking about your brand and a good cause.
DON’T
Forget the Current Circumstances
In a time of socially-distanced holidays, it’s important to make sure your brand encourages safety and also remains sensitive to people’s feelings right now. Your campaign’s message shouldn’t stray from the health protocols, but it should acknowledge people’s situation and be a welcomed escape during this time.
Stray Away from the Brand Voice
Especially this year, audiences are getting better at recognizing when an inauthentic and disingenuous campaign. Stay true to the brand’s mission and let it shine throughout the campaign. Just because another campaign succeeded, doesn’t mean that will work for you.
Over Do It
Let’s be honest. Sometimes the holiday-focused media can get overwhelming and at times a little tacky. Keep it simple and to the point, and try not to bombard your audience with too much information or content.
Overall, the holidays can be a great time to enforce your brand’s mission and share in the magic of the season. Stay aware, genuine, and entertaining, and you’re sure to have a successful holiday campaign.