Get your festive ducks in a row

The festive season may seem like it’s miles away, but for brands, it’s already knocking on the door. After all, the selection boxes are already appearing in the aisles, so the countdown to Christmas really begins and with it, the race to stand out in the festive frenzy.

The good news for brands is that it’s a good time for:

• Brand loyalty (and recruitment)
• High demand
• Increased urgency in messaging
• Promotional mechanics (think Black Friday, Advent, reward programmes)
• Social media searching
• Holiday spirit
• Festive puns
• Nostalgia
• Surprise & delight activations

So, if you want your brand to shine bright, it’s time to get ahead in your planning game.

The Christmas Countdown: Time is of the Essence

Picture this: It’s Monday 2^nd December and your team is scrambling to finalise your festive campaign, juggling last-minute design amends, rushing social media content and the inevitable concern over who is covering all channels during Twixmas…

Stress levels are through the roof, and instead of relaxing by the fire, you’re in full-blown panic mode.

Now, rewind. It’s September, you are calmly sketching out ideas for your advent campaign while sipping a Pumpkin Spice latte. You’ve booked creative brainstorming sessions, briefs are underway and plans are being perfected. Sounds good, right? This is the magic of early planning!

Getting ahead reduces team stress and gives you a competitive edge to rise above the noise of a crowded marketplace.

Unleash The Creative Elves

Christmas is a great time for storytelling, brand magic and creative marketing, and creating a considered campaign that captures festive spirit and resonates with your audience takes time.

Starting early allows space for great ideas. Crafting a festive logo or designing the perfect branded merch, for example, may need several iterations to get right.

It is also important to ensure that your brand values sit at the heart of your Christmas campaign planning. Spending time considering how to communicate your brand ‘DNA’ will generate even more on-brand brilliance – remembering that customers and clients can quickly identify whether a brand is being authentic (or not).

But whether you are a brand big or small, continuity can also be key. If you have run successful festive campaigns in the past, consider how to build these back into your plans to engage consumers through repetition (Coca Cola’s  1995 Christmas truck is the best example of this!).

Most importantly, with time on your side, you can ensure that every aspect of your campaign aligns with your brand identity. This consistency is key to building a memorable and impactful festive presence.

Here are some of our top creative campaigns and ideas to inspire your thinking:

• Aperol Spritz’s ‘Merry Spritzmas’ cards, because we love clever puns
• Amazon’s 2023 Joy Ride campaign, a masterclass in storytelling
• Schweppes ‘We’ve got the tonic, you’ve got the spirit’, more puns
• Aldi’s Kevin The Carrot, a good example of repetition and a developing storyline
• The advent of the of branded advent calendar, surging in popularity by +265% with opportunities across all categories (Candy Kittens leading the way this year with their September launch)

How to Get Ahead of the Game:

So, with Christmas now on your mind, here are some practical steps to ensure your festive marketing is merry and bright:

1. Set Your Timeline: Create a detailed timeline with clear milestones. Work backward from your launch date to ensure you have plenty of time for every step, from ideation to execution.

2. Collaborate and Communicate: Bring together your sales, marketing, and design teams early on. Regular communication and taking insights and ideas from all teams creates impactful campaigns. Now is also the time to think about collaborations with complementary brands, and think about how joining forces can allow you to reach new audiences and drive brand awareness.

3. Test and test again: Use the extra time to test your ideas. Whether it’s A/B testing emails or gathering feedback on designs, refining your approach will lead to a more polished final product.

4. Stay Flexible: Even with the best-laid plans, things can change. Build in some flexibility to chop and change if needed, without derailing your entire campaign.

5. Use Tools and Tech: Leverage project management tools, scheduling software, and other tech resources to keep everything running smoothly. The more organised you are, the easier it will be to manage the festive rush.

The very best Christmas campaigns are the result of thoughtful planning, creative experimentation and a deep understanding of what audiences want to see. Having the time to perfect these elements will make all the difference.

So, gather your team, break out the Terry’s Chocolate Oranges, and start sketching out your festive campaigns.

Christmas magic doesn’t just happen – it’s most definitely planned to perfection.

Stuck for festive ideas? Give us a shout!

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