Have Yourself a Merry Little Christmas with Collider…

Creating a ‘Christmas’ marketing strategy is just as important as putting up your tree. A stellar performance (during the mad rush) can turn a good year into a great one!

‘TIS (NEARLY) THE SEASON TO BE JOLLY…

Creating a ‘Christmas’ marketing strategy is just as important as putting up your tree. A stellar performance (during the mad rush) can turn a good year into a great one!

For most, it’s the happiest time of the year. It’s also the time of year when marketing budgets need to work hard to gain cut through as the big brands dig deep to maximise their spend and share of voice.

As per the annual trends and seasonal themes – brands need to plan for the festive season in order to be strategic with their marketing comms. In the most crowded time of year, you’d better execute a campaign that delivers the goods, so to speak.

CREATE AN AWARD-WINNING CHRISTMAS CAMPAIGN

John Lewis, well known for their large marketing budget spends over the festive period created a ‘Monty Christmas’ integrated campaign that won at the Cannes Lions International Festival of Creativity.  The ad alone cost in excess of £7M, but the campaign delivered a 4.9% increase in like for like sales for the period – so money well spent one would think?

Read more here

FROM LAUNCH TO LOVE

But not everyone has the budget to create their own Monty campaign, so what can we learn from this success, and how can we deliver a campaign that gets the tills ringing without breaking the bank in production costs.

Monty and the subsequent Man on the Moon ad were huge successes but it wasn’t just the TVC that delivered that success. It was the digital eco-system that was created around the campaigns that meant that the campaign went way beyond the TV set (#montythepenguin had over 100,000 mentions on social media within 24 hours of launch and achieved over 24m views on YouTube).

Last year, M&S went one step further and actually launched their Christmas ad to their loyalty club holders first and gave two fairies in the ads twitter accounts!

Why are brands doing this? Well the reason is two fold. In the first instance brands are recognising that people believe what they hear from their peers more than the brands themselves. Stimulating social media activity is key to achieving success. Secondly, brands accept that consumers act in an integrated way. We are all multi-screen viewing. The TV set is no longer the most powerful influencer in the home.

At Collider, we pride ourselves in acting in just this way. We create digital eco-systems that support client campaigns, whether it is linked to on-pack promotions as we have done for Frubes, or low cost TV commercials, the principles remain the same. You have to integrate your activity and ensure that whatever campaign you create over Christmas engages with customers across all touch points.

We’re well aware that Christmas budgets vary. However, we still strive to deliver the same impact, regardless of budget size. Here are a couple of ways in which we’ve brought campaigns to life for smaller budgets’:

For Frubes, we partnered with the Minions movie to maximize their on-pack activations. We created an online campaign hub, where users were able to enter their promotional codes and instantly find out if they are winners! The hub also provided the user with the opportunity to further engage with Frubes through playing ‘The Missing Minions’ game that tied in the use of ‘Red Reveal goggles’ found on promotional packs. The campaign saw a 10% uplift in sales and over 433,000 competition entries.

For Kobayashi Healthcare we implemented two campaigns that generated mass amounts of publicity. The first one was ‘for their HotHands’ product. The goal was to maximise brand exposure during the cold winter months. We created a vox-pops style video and promoted this through a YouTube Ad campaign, engaged bloggers to further seed the video and product information and finally through a sponsorship activation at London’s Winter Wonderland. The campaign delivered a 1000% uplift in viewed branded content.

The second was for their ‘Kool and Soothe’ products for which we created a TV ad and integrated this with a YouTube campaign to drive users to a dedicated landing page for data capture and to further drive sales. The campaign achieved a 900% ROI.

(To read more, and view the results for Frubes, click here. And for Kobayashi Healthcare, click here.)

IT’S (NOT) EASIER SAID THAN DONE!

To make your brand stand out at Christmas requires thorough planning – the kind that’s directly aligned with the needs of your consumers. As for success – the recipe points to a frictionless, multi-platform, personalised approach. To make sure that you’re achieving maximum impact on your Christmas marketing efforts – ensure that your communications and promotions are targeted, relevant and memorable and most of all engaging across multiple touch points.

PS: To talk about your Christmas campaigns – we’d be happy to hear from you :)

start a conversation

Contact us