That’s right. Whatever you want to promote or achieve with your Christmas campaigns, with this strategy you’re not selling a product or a service. No, it’s much more than that. You’re sending a heartfelt, meaningful message that can connect powerfully with your audience. Appealing to people’s deepest emotions will always be a winning bet for companies and brands.
If you think about it, we all have our own Christmas favourites. Just think how many people wait every year for the new Spanish Christmas Lottery ad! For some reason, those seemingly harmless ads (Coca-Cola, El Almendro, Freixenet, El Corte Inglés, Campofrío, Suchard, there are so many!) start by tugging at our heartstrings and end up lodged in our memory for life. And we like it. Maybe it’s because we see ourselves in a story full of excitement and hope that also seems written just for us.
As social beings, we’re especially sensitive at this time of year; as consumers, we’re more vulnerable, an easy target for marketers. In other words, success lies less in the creative idea than in the viewer’s openness. At this special time, we find a receptive audience that actually wants those moving messages.
Appealing to friendship, generosity, love, time or nostalgia doesn’t just reflect well on your brand; it also builds loyalty through that deep connection. The truth is there’s nothing like emotional marketing at Christmas to reach your audience’s hearts and minds.
Want your campaign to be a hit this year? Ask Santa, he always brought you what you asked for, didn’t he? OR MAYBE YOU COULD TRY THIS INSTEAD:
First, do some thorough planning: your touchpoints should be measured and varied, and even include several communication channels, such as email marketing, events, press, social media, blog and billboards.
Have a selection of exclusive Christmas products or services, such as a trip to Disneyland Paris. It doesn’t matter if your product isn’t designed or created only for this occasion; what matters is that you get across that seasonal value and create the need to have or enjoy it right now.
Christmas is happiness, family, sharing, gifts and get-togethers, and your commercial strategy should dive into that atmosphere of love and good vibes. Campaigns that donate part of their proceeds to social projects or charities tend to go down very well.
Speak in a warm, personal way and create an authentic, highly emotional story to reach a broad target audience. Craft an energetic message that conveys positive emotions.
Linked to the previous point, stay informed, follow the year’s milestones and keep current events in mind to make a bigger impact on users.
Last but not least, don’t skimp on sensory elements. Light, intensity, colour and sound play an important role in capturing your audience’s attention. We imagine that, after reading this, the magic of Christmas is a little clearer. There’s really nothing like a Christmas campaign to humanise your brand and make it memorable. So IF YOU WANT TO LEAVE YOUR MARK, hop on the sleigh, follow your star, find the brightest of all the decorations, put on your December Spotify playlist and get into a sentimental mood as soon as possible. Anything goes to inspire the perfect campaign to see out the year and stay in your audience’s memory for good.
