The holiday season often provides us with examples of the best marketing campaigns. While some campaigns will be created by large organisations with significant budgets, there will still be aspects even the smallest companies can learn from.
So, what are seven of the most brilliant holiday marketing campaigns ever? Here is our list.
1. Coca-Cola And The Peace In The Mall Advert
Coca-Cola might be more famous for the polar bears sharing a bottle of the soda drink, but recently they took a different turn. In this holiday campaign, they had a video of two people fighting in a mall over a jacket. They called peace to enjoy Coca-Cola products together.
This advert plays on a lot of holiday elements, including the concept of peace on earth and how lots of people feel about shopping during the holidays.
Business service providers often find it challenging to pull off holiday marketing campaigns. However, WeWork, the co-working and office space provider, discovered they could find a campaign that worked well.
It started with four articles in their magazine, Creator. In the articles, they discussed the best holiday gifts, and each had a theme such as the personal touch, family, digital nomad, etc. Each of the products featured in their articles was from a WeWork member company. This helped to support its community of creators.
To grow the campaign and spread the word of their gift guide they created their own hashtag #wwgiftguide, which became the driving force behind their campaign.
3. Dollar Shave Club: Holiday Shave Set
The Dollar Shave Club are not shy of changing the marketing landscape, and their previous campaigns have demonstrated creativity, humour but also careful marketing. One holiday campaign certainly stood out.
By incorporating typical Christmas traditions like the ugly sweaters against their holiday products and how they can spice up the standard holiday monotony, Dollar Shave Club created a memorable advert.
The video itself, whether advertising anything or not, was perfect because it was funny enough that it encouraged shares. Therefore, the visibility of the brand name grew with little additional effort.
4. Microsoft Making Peace
Microsoft took a similar approach to Coca-Cola above by having a video that markets the goodwill that should be shared by all during the holiday season. However, instead of being between two customers, it was between them and their rivals: Apple.
The advert starts with employees leaving their store to deliver a special message to their Apple store counterparts down the road.
The message is not just poignant for the season, but with the children singing carols in the background, there is a cute element that plays on holiday memories for many.
5. Starbucks And The Red Cup
While some campaigns only run for one or two years, Starbucks often run a similar campaign every year: their red cups campaign. When one year they had plain cups, there was outrage from fans.
Part of their marketing campaign was to ask customers to create images representing their red cups. The best images were declared winners – adding a gamification aspect to their holiday campaign.
6. John Lewis Presents Buster The Boxer
The 2016 holiday ad for John Lewis featured Buster the Boxer. The dog became popular around the world and soon became an online hit.
What is special about their campaign is that the brand didn’t just use it for their TV commercial or social media – but they had an entire section of their online store dedicated to Buster and his friends.
As part of the campaign they had an interactive video where you could explore Buster’s garden. Their campaign was successful because it was funny, heart-warming, and interactive.
7. Melanie Duncan And Holiday Marketing Tips
One of the top marketers on the net is Melanie Duncan. To keep her marketing momentum going through the holiday season, she had a perfectly planned series of blog posts and marketing emails.
The campaigns started early in the fall with an article about creating success in the next year. Then she moved her articles onto Christmas and how readers could plan their own holiday campaigns.
The beauty of this campaign was that Melanie Duncan published all of the articles before Halloween. Therefore, readers were given plenty of time to act upon her advice.
Holiday marketing is highly valuable. Many consumer markets make the majority of their sales during this period, and it can be very competitive. If you want to achieve success this year, you should plan a great holiday campaign months in advance. That is why you should be thinking of Christmas now.
Have you started your holiday planning? What campaigns have you done in the past?
Let us know in the comments below.