“All I want for Christmas is”… a successful marketing campaign?

It’s official, the Christmas adverts are out, Christmas campaigns are everywhere and the festive spirit in the office is at an all-time high… well at least at my desk, that’s soon to be transformed into Santa’s grotto. We all have something that happens in the media that represents Christmas for us, whether that’s the release of the John Lewis Christmas advert, or even the Coca-Cola ‘Holidays are coming’ campaign. But what makes them so successful?

From an anthropological point of view, it’s to do with tradition. Our culture keeps us moving forward, and we look forward to events such as Christmas. These mark an important date in the calendar, a social event, something to plan for and enjoy with friends and family when it arrives. Therefore the build-up to these events has become a cultural norm, especially by larger retailers that capitalise on the tradition to exchange gifts on Christmas day.

These marketing campaigns are particularly clever from a marketing perspective as they play on our emotions, creating a brand image that people can identify with that builds on the Christmas hype. The messages they portray are often those of love and sharing. Putting across a human voice to an otherwise corporate brand is something we tell our clients to implement across their marketing strategies, especially that of social media.

What’s perhaps even more impressive is the way that these adverts often stimulate discussion – and getting people talking about your brand, and better still – defending your brand – is the ultimate goal. For example, has it been released too early? Is it as good as last year’s campaign? What music did you use? These are all questions asked about the retail giants that dominate this Christmas marketing scene, and it’s likely that opinions will differ even among you and your friends.

Last year’s Christmas shopping period drove £21.6 billion in online retail sales in the UK, so as someone working in the online marketing sector, looking at these retail giants gives a great insight into what makes a successful marketing campaign. And perhaps unsurprisingly there is a lot of common ground between some of the most iconic Christmas advertising campaigns, that are most definitely worth noting… 

John Lewis Christmas Advert #ManOnTheMoon

The 2015 John Lewis television advert depicts a young girl, who uses her telescope and sees a lonely older man on the moon. She tries to communicate, but to no avail. Then, on Christmas Day, her balloon reaches him, with the gift of a telescope so he can then see her too. They wave, and the line reads, ‘Show someone they’re loved this Christmas’. 

This is touching because we can all relate to a neglected older person, perhaps your neighbour, or a relative. It also relates to vulnerable people in general at Christmas, those who won’t be able to celebrate with the same sort of enthusiasm as yourself. Christmas is all about sharing love and laughter, so to include someone who doesn’t have that available to them is a really touching idea.

Sainsbury’s Christmas Advert:  Mog’s Christmas Calamity #ChristmasIsForSharing

For Sainsbury’s, it is all about the children, with their advert showing ‘Mog’, a character from one of Judith Kerr’s books. Mog starred in a number of books published between 1970 and 2002, always getting up to mischief of some kind in each book. The Christmas television advert shows Mog almost ruining Christmas through a series of unfortunate events, leading eventually to a house fire. Luckily, no one is hurt, but the Christmas dinner and all the presents have been destroyed. All seems lost, until an army of supportive neighbours arrive with food and gifts, to clean up the mess and make Christmas special after all.

Sainsbury’s has even been selling their own ‘Mog’ toy, with profits going to the charity ‘Save the Children’, to improve child literacy. And their advert really hones in on a community spirit and helping those less fortunate than yourself at Christmas.

Innocent Smoothies Christmas Campaign #BigKnit

Every year we see the ‘Big Knit’ campaign take over Innocent Smoothies, helping to raise money and awareness for Age UK. Every time they sell a little bottle wearing a hat, they donate 25p to the charity to ‘help keep older people warm and well over Christmas’.

The different designs, and personal thanks to individuals who have contributed their own mini-knitted hats, take over their social newsfeeds throughout the festive season. It’s a great example of getting your customers actively involved in a fantastic, and colourful, project.

Coca-Cola Christmas Advert #ShareTheGood #HolidaysAreComing

‘Holidays are coming’ is a familiar phrase for this time of year, and Coca-Cola’s television advert for 2015 doesn’t fail to impress yet again. It shows a free Coke machine and the option to ‘#ShareTheGood’. The public gets involved with the brand and helps Coca-Cola ‘#ShareTheGood’ by releasing a red helium balloon with a small present attached.

The famous Coca-Cola Christmas lorry also does a tour of the UK. #HolidaysAreComing is their hashtag, and its Twitter feed has become a complete Christmas hype, with many people attributing the release of the television advert being the start of the holiday season.

So what are the top 4 tips for creating a successful Christmas Marketing Campaign?

1. Have a human voice that relates to the general public and their Christmas excitement
2. Pick up on a key tradition or message that you’d like to share
3. Adopt a social media campaign with its own hashtag
4. Show that you care about more than presents at Christmas
5. Get excited! It’s nearly Christmas after all

With Christmas being steeped in tradition, finding a unique angle shouldn’t be too difficult, and adopting a naturally festive and fun approach should ensure a successful marketing campaign for your business. Make sure you get your brand out there with a unique hashtag and a social campaign that allows your customers to get involved and share the message you’re putting out.

If you’d like some advice on how to achieve a successful marketing campaign, then get in touch today. And as a final note, Merry Christmas!