In the last two articles, we've been talking about why you should be implementing an influencer strategy in your upcoming seasonal campaigns (if you haven't already done so) and how you can get started.
Without a doubt, the upcoming three months will be the busiest of the year as you gear up for end-of-year sales, product launches, holiday menus, and gift sets. Amidst the whirlwind of holiday preparations, it's easy to default to traditional marketing strategies, relying on routine ads and campaigns. While these strategies may continue to deliver results, infusing creativity into your campaigns is essential to sustain customer engagement and loyalty.
We've gathered a selection of five inspiring and innovative seasonal marketing campaigns we've encountered to provide you with a dose of seasonal inspiration.
1. Starbucks Holiday Cups
Starbucks has built a reputation for its cheerful holiday-themed cups, particularly in December, when it makes a stylish entrance with its annual collection of to-go cups adorned with festive designs, commonly featuring them in red.
Over the years, Starbucks has consistently captured the attention of its global target audience, thus enhancing the company's brand recognition. While Starbucks is already a well-established beverage brand, it reigns supreme during the year-end by offering seasonal beverages and limited-time promotions, all infused with a festive holiday spirit.
And you'll see it everywhere on social media because everyone shares their holiday-themed cups and products. It's an excellent example of user-generated content marketing.
Why it's successful: User-generated content and product marketing revolve around dialogue and engagement, and Starbucks does it well. They've recognised that exceptional content isn't solely on the brand; customers can be their content creators, too. By empowering customers in this manner, Starbucks exponentially extends the reach of its brand.
2. Spotify Wrapped
Since 2016, Spotify Wrapped has revealed users' musical journeys, detailing their listening time, favourite artists, and a playlist of their top 100 songs. This yearly summary has become a user favourite, offering easy-to-share formats and quick links to post on various social media platforms, sparking widespread discussions online.
In 2022, Spotify reported they reached 425,000,000 tweets about Spotify Wrapped in the first three days of launch. Interestingly, it coincides with the last month of the year, contributing to its recurring effectiveness as a marketing strategy.
And you can't avoid it even if you want to. You also want to find out who you listened to the most in the past year–whether it was full of pop songs or break-up ballads. It's a prime example of giving your audience what they want.
Why it's successful: Although the structure of Spotify Wrapped remains consistent, it continues to gain more prominence on social media each year. Yearly campaigns, particularly towards the year-end, establish a sense of tradition that your customers will eagerly anticipate. Why brainstorm a new strategy when you can replicate your wins and build on it?
3. Holiday Hero by LEGO
In 2022, when a celebrity starred in their Christmas campaign, Lego described it as their most extensive and playful holiday marketing campaign yet. It was the first time they adopted influencer marketing (using a celebrity) in their strategy, and it was Katy Perry.
It resonated with families and children, departing from conventional Christmas imagery and showcased a DIY gift delivery vehicle accompanied by Katy Perry performing Firework from atop, along with some well-known heroes.
Leveraging influencers–celebrities or everyday nano-influencers, enables brands to instil a sense of familiarity with their offerings. For example, Katy Perry and her widely recognised song Firework allowed Lego to genuinely connect with their audience and exemplify that embracing uniqueness and distinguishing oneself from the competition holds an utmost value.
Why it's successful: Incorporating influencers into your marketing strategy is strongly recommended to set your brand apart and create a buzz. They don't necessarily need to be celebrities, but strategically planning your campaign budget is essential when working with influencers from all tiers.
4. Taco Bell’s E-Vouchers
The holiday season tends to be financially demanding. With events like Black Friday, Christmas, and New Year's approaching, your gift choices must be spot-on. Additionally, determining the perfect gifts for everyone in your circle can be a source of stress.
Perhaps you weren't aware, but eGift cards hold a universal appeal, making them a gift that everyone appreciates. Expressing love through food, especially something delightful, is an excellent choice. Food eGift cards are valuable and provide a practical and enjoyable present.
A perfect example of this is Taco Bell eGift cards. Their marketing strategy was simple: gift more and receive more! For every $15 eGift card purchased, you receive a free $5 bonus card. It's a win-win for both you and the recipient!
Why it's successful: Appealing to the masses is no easy feat. Thus, sometimes it's better to keep things simple, practical and affordable. eGifts or vouchers are a great marketing asset in a campaign as they are easy to use, deliver instantly and are easily redeemed. It also contributes to a positive shopping experience when buyers feel like they're gaining something while considering their gift choices.
5. e.l.f Cosmetics’ Unboxing Challenge
e.l.f Cosmetics introduced a 30-second unboxing challenge for the festive season, showcasing 12 delightful makeup products designed to keep customers "festively fabulous." This challenge invited users to unbox a distinctively styled holiday package, cleverly referencing the 12-Day Advent Calendar, all within a 30-second time frame.
In this instance, the 12 makeup items were a mystery, so every time you opened them, it was a delightful surprise. This challenge proved effective because, during the holiday season, surprises are a customary delight. Whether receiving gifts from loved ones or treating yourself, we love surprises! And what better way than to make it an online challenge, offering people an opportunity to film themselves unboxing the holiday package to win more prizes!
The brand managed to achieve multiple goals with a single campaign, including a boost in sales, increased product and brand awareness, and created a viral challenge!
Why it's successful: Online challenges can stand out amidst traditional holiday campaigns. They introduce an element of fun and surprise that can be highly appealing to your audience, motivating them to purchase and engage even more. It not only fosters brand loyalty but also has the potential to generate significant traction.
The takeaway
To ensure your brand stays top-of-mind during this festive season, a creative holiday marketing campaign is essential. The key is to create a memorable approach that engages your audience and piques their excitement about your upcoming offerings. Remember, even with a limited budget, you can effectively promote your brand and products. These five examples demonstrate how creativity can take various forms, and these companies achieved success through their willingness to take risks.
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