When it comes to seasonal marketing, influencer collaborations have proven to be a goldmine for brands across the globe. During festive times, especially in the last quarter of the year, consumers are more engaged, looking for the next great deal, trend, or celebration to jump into.
And what better way to reach them than through influencers who are already in their feeds, showcasing products they love?
Here are some standout examples of brands that tapped into influencer marketing for their seasonal campaigns–and why they worked so well!
1. ZALORA’s Singles’ Day (11.11) Campaign
Singles’ Day is one of Asia’s biggest shopping events, and ZALORA nailed it with their influencer partnerships. By collaborating with fashion-forward influencers, they showcased must-have looks, giving followers real-time access to the latest styles through Instagram.
Why it works:
- The influencers were relatable, showing followers how to pull together outfits that work for any occasion.
- Exclusive promo codes added a layer of urgency, giving followers that extra nudge to shop.
- ZALORA understood the hype around 11.11 in Asia and leveraged it by going local with influencer content.
2. Starbucks and the #RedCupContest
Starbucks does it every year—those festive red cups are a holiday staple. And in 2014, they took it a step further by creating the #RedCupContest. With influencers and everyday users posting their favourite holiday snaps featuring Starbucks cups, the campaign took on a life of its own.
Why it works:
- The campaign let everyone join in, turning followers into creators.
- It tapped into holiday nostalgia, making it easy for followers to engage with the content.
- The red cups were already iconic—adding influencers to the mix amplified Starbucks’ holiday charm.
3. Lazada’s Christmas Bonanza
Lazada, Southeast Asia’s e-commerce giant, partnered with influencers to promote their year-end Christmas Sale across platforms like Instagram and YouTube. Through product unboxing, gift ideas, and live shopping experiences, influencers made it easy for followers to jump on the shopping train.
Why it works:
- Unboxing and live shopping built excitement in real-time.
- Local influencers added a relatable touch, engaging with their own communities.
- Lazada harnessed the excitement of Christmas shopping by showing off limited-time deals through influencers.
4. M&M’s Halloween Treats
Who doesn’t love candy during Halloween? M&M’s partnered with influencers who created spooky dessert recipes using their colourful candy. By focusing on family-friendly influencers, they showcased M&M’s as a must-have ingredient for any Halloween celebration.
Why it works:
- It was all about creativity—followers could get inspired and try their own recipes.
- Halloween is already about sweets, and M&M’s positioned themselves perfectly for the season.
- The visuals were stunning, especially on platforms like Instagram and Pinterest.
5. Tiffany & Co. Holiday Gifting
Every Christmas, Tiffany & Co. brings a sense of luxury to the holidays. By partnering with lifestyle influencers, they positioned their products as the ultimate gift, with influencers sharing dreamy, elegant photos that highlighted Tiffany gifts in festive settings.
Why it works:
- The content was aspirational, fitting seamlessly with Tiffany’s high-end image.
- Influencers shared personal gifting stories, adding authenticity to the campaign.
- Tiffany’s targeted an audience already primed for luxury purchases during the holiday season.
Why These Campaigns Worked:
1. Authenticity is the Game Changer
Influencers weren’t just pushing products. They were naturally blending them into their content. That seamless integration made the campaigns feel more like a friend’s recommendation rather than a sales pitch. And during festive seasons, when people are looking for genuine inspiration, this authenticity resonates deeply.
2. Engagement that Pulls People In
From fun contests to interactive live shopping events, these campaigns didn't just talk to the audience—they invited them to join the conversation. When followers participate, they’re way more invested in the outcome, making the campaign stickier and more memorable.
3. Local Flavour Hits the Right Note
Especially in places like Singapore, campaigns that tapped into local influencers truly connected. The influencers knew what their communities wanted, and the content felt tailor-made for the local audience. It’s not just about global trends—it’s about local relevance.
4. Eye Candy for Scroll-Stopping Visual Appeal
In the age of Instagram and TikTok, visuals are everything. These campaigns were easy on the eyes, with influencers creating content that was not only gorgeous but also super shareable. A stunning image or video? That’s your ticket to going viral during the holidays.
The takeaway
When brands combine seasonal moments with influencer partnerships, magic happens. Whether it’s Christmas, Singles’ Day, or Halloween, working with influencers is a great way to connect with audiences in a fun, engaging, and meaningful way.
At Partipost, we’re here to help brands make that magic happen. Get in touch with us today to start planning your next influencer marketing campaign!