Best Non-Textbook Holiday Marketing Campaign Ideas

05 Dec

Best Non-Textbook Holiday Marketing Campaign Ideas

And why these campaigns worked…

With the holidays around the corner you ought to be wracking your brains for ideas and getting all those marketing campaigns ready. Why? Because once the season hits, you’re focus should be operations and execution, not adjusting strategies to cope.

So here goes, three precious pointers to better those marketing campaigns for the holiday:


Appeal to the emotionice_20

How does it work?
Because your patrons and prospects are humans. And emotion rules the head before logic kicks in to think about it.
Now this works splendidly because people don’t want you shoving blatant marketing gimmicks in their face.
On the other hand you don’t want to be so syrupy that people feel guilty for not feeling guilty about your sob-story regalement. It’s a fine balance of gently tugging at the heart but also providing options to come to you and feel good about their purchases.

Why did this holiday marketing campaign work?
The example is of Pampers’ Christmas campaign. They simply show cute multi-racial babies – (that’s the first emotional tug) – sleeping peacefully. Silent Night plays in the background, with the lyrics of the carol ‘…sleep in heavenly peace…’ resounding with the video of slumbering infants, as well as serving to allude to the holiday season. Then they tie in their philanthropy of pledging one tetanus vaccine to a child of a third-world country for every pack of diapers bought.

–  they show you how your children are safe and clean and dry and sleeping peacefully
–  while implicitly reminding you about the misfortunate
–  without making you turn away by its gruesome reality
–  but by making you feel empowered about being able to help
–  and feel happy about your purchase.



ice_20Do something ridiculously ostentatious

How does it work?
You create something so large and flashy and build up the excitement around it. Just the grandiose of it will grab attention. It may not be something that directly channels in sales like a promotional offer might, but it

–  generates curiosity
–  draws in a sweeping audience
–  leaves people talking about it before, during and afterwards
–  you create a holiday memory that stays with people for years (emotional tug)
–  all the piqued interest will convert into footfall and, subsequently, sales.

Why did this holiday marketing campaign work?
Macy’s is just a departmental store. And you would think that, no matter how big they are, it’s not the coolest place that would be doing something flamboyant. But they obviously thought otherwise and had a great big parade about it.
Why did it work? It was the roaring 20s and everyone loved a rollicking time. It was held on Thanksgiving – the lead-up to Christmas – and turned itself into a holiday event to be looked forward to. And this was in 1924! Nearly a century later, with the kind of technology and media to reach people, the only limitation to doing a better campaign is the imagination. Don’t we all still remember the Facebook campaign for breast cancer awareness?


ice_20Understand the values of your patrons

How does it work?
We all acknowledge that marketing has the ulterior motive of driving sales. Nonetheless, this doesn’t mean it can’t be chivalrous in the process. Understanding the values of your patrons goes beyond demographics and profiling and trying to see what best angle you can pitch to them. It helps you truly understand what strikes home. All of your campaign work doesn’t necessarily have to advertise your product and offers. Sometimes, in order to build loyalty and gain trust, you need to let your customers know that you share their beliefs, too. At the end of the day that is what runs deepest. It’s about establishing your brand with them rather than peddling wares around their neighbourhood.

Why did this holiday marketing campaign work?
Apple came up with a very Christmassy ad about a family reunion at the holiday time. Everything from the lone-voiced carol playing in the background to the snow and festive cheer leaves no doubt about the holiday being celebrated. But the teenaged boy seems aloof and buried in him phone the whole time long. But on Christmas day, while the kids open their gifts, he plays a video which he has been shooting on his phone, recording all the family moments for posterity. Everyone thinks it’s a beautiful gift. Apple’s logo appears at the end.

Of course, it seems quite sentimental, but engages with a lot of families for many reasons.

–  It builds on the underlying belief that Christmas is a time for forgiveness and family bonding.
–  It very subtly includes the Apple phone into the ad, without harping about its exceptional quality.
–  In fact, rather than a concentrated discharge of ‘…look at what cool stuff we bring you…’ that feature is brought about by the Christmas video the boy shoots.
–  Instead of jostling for the attention of prospects and the envy of competitors, it makes a strong and quiet statement that doesn’t just make them look good, but also strengthens customers’ belief in them as a reliable company. Not to mention how it makes rivals covet their campaign idea!


And there you go! Three tip-offs that everyone who is big has remembered to capitalise on aside from textbook pointers.


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