The festive season is the perfect time for brands to make a big splash and stand out. It’s a period when people are more open to spending, celebrating, and discovering new things. While Coca-Cola created the modern image of Santa Claus, Google tapped into nostalgia with their “Home Alone” holiday campaign. In India, brands like Faasos granted Christmas wishes, and Swiggy made the holiday season more inclusive by reimagining the role of Santa Claus.
For Indian consumers, emotions run high during festivals, and brands that connect on this emotional level tend to perform well. A Meta report showed that 52% of shoppers enjoy discovering products through ads they weren’t even searching for, making it crucial for brands to be visible at the right moment. Whether you’re an e-commerce platform, a lifestyle brand, or a restaurant, here are a few ways to build a memorable digital marketing campaign during Christmas and New Year’s.
1. Define Your Marketing & Product Calendar
First things first: plan ahead. Determine what you want to focus on for Christmas and New Year. Are you launching a special holiday-themed collection or reimagining your existing products with festive packaging? Maybe you’re hosting in-person or virtual events. Once you know your direction, build a cohesive strategy around it.
Example: A local bakery might release a limited edition Christmas cake, or a fashion brand could introduce holiday party wear for New Year’s Eve. Think about what your audience will be looking for during this time and position your offerings accordingly.
2. Lead with Emotional Messaging
Festivals are all about warmth, nostalgia, and joy. Craft your messaging to reflect these emotions. Whether it’s a touching film about family reunions, an initiative to give back to the community, or a lighthearted take on Christmas traditions, it should resonate emotionally with your audience.
An electronics company could create an ad that shows how their gadgets bring families closer together, while a food brand might highlight a family enjoying a meal made with their products.
3. Start Early and Build Momentum
The earlier, the better. Launching your festive campaigns at least a month in advance ensures that you capture attention before the market becomes saturated. Keep the energy alive throughout the season by consistently engaging your audience with fresh content.
Key tactics:
● Teaser Campaigns: Start with sneak peeks or countdowns to your big holiday sale.
● Holiday-Themed Content Calendar: Plan out blog posts, social media updates, and emails so you’re never scrambling for content.
● Influencer Collaborations: Get influencers involved early to build buzz and reach new audiences.
4. Create a Festive Look and Feel
A simple way to make your brand festive is by changing the visual aesthetics. Colors like red, white, and green are classics, but recently, we’ve tried stepping away from the conventional hues. For some of our brands, we’ve leaned into colors like navy blue and deep forest green to stand out while still creating a holiday vibe.
Practical tip: Update your social media profiles, website banners, and email templates with festive imagery. You can even add small tweaks like a Santa hat on your logo or snowflakes on your landing pages to make it fun and seasonal.
5. Create Unique Social Media Content
With so many brands following the same formula during the holidays, it’s essential to find ways to stand out. One brand we worked with created a fun version of “naughty Santa” to grab attention, while another focused on showing what Christmas means to the team. People want to see behind-the-scenes, so bring them into your world.
Ideas for engaging content:
● Behind-the-scenes (BTS) clips of your team preparing for Christmas.
● Share Christmas recipes or gift guides.
● Host contests or giveaways for the best holiday photos.
● Ask your followers what Christmas means to them or how they celebrate.
6. Avoid Discounts for Premium Brands
While it may seem tempting to offer discounts, premium and luxury brands should avoid heavy sales during this time. This is when people are more willing to spend, so focus on quality over price. Highlight craftsmanship, exclusivity, and the unique aspects of your product.
Instead of discounting a high-end jewelry collection, create a limited-edition piece just for the holiday season to appeal to the desire for something special and exclusive.
7. Leverage Community and User-Generated Content (UGC)
Christmas is all about sharing, and encouraging your audience to create content for you is one of the best ways to build engagement. Run contests where users can share photos of your products in their festive settings, use the ‘Add yours’ sticker or create custom social media filters to add a playful touch, enticing followers to share with their friends and family.
A restaurant could run a campaign where customers post photos of their Christmas dinner using a branded hashtag, with the chance to win a free meal.
8. Focus on Gifting
Position your brand as a go-to for holiday gifts. This can be as simple as creating a “Gift Ideas” section on your website or launching a series of gift guides on social media. Make it easy for your customers to find the perfect present.
Example: A skincare brand could bundle their bestsellers into a holiday gift set, making it easier for customers to buy everything in one go.
9. Personalize Your Promotions
Personalization goes a long way, especially during the holidays. Use customer data to tailor your promotions and make them feel like they’re receiving something just for them.
Send personalized WhatsApp messages or emails with recommendations based on previous purchases, or create personalized landing pages for repeat customers.
10. Capitalize on New Year’s Resolutions
As soon as Christmas is over, everyone starts thinking about their New Year goals. If you’re in the fitness, health, or self-improvement space, this is a fantastic opportunity.
A gym could offer a discounted membership for those looking to start their fitness journey, or a productivity app could promote a special subscription model for those looking to get organized in the new year.
11. Year-End Recaps
As the year winds down, create content that reflects on your brand’s achievements over the past 12 months. A year-in-review video, social media post, or blog helps foster nostalgia and shows growth. It also gives you a chance to celebrate your customers’ loyalty.
Spotify’s “Wrapped” campaign is a prime example, giving users insights into their listening habits while celebrating their connection to the platform.
12. Think Integrated
Your holiday campaign should be omnipresent. The key is consistency across all platforms, from social media to emails, SMS, and even physical stores. Create a customer journey that reaches them at multiple touchpoints.
For example, If someone adds a product to their cart but doesn’t purchase, you could send a WhatsApp reminder with a personalized offer. Or, retarget them on Instagram with a festive video ad.
Final Thoughts
Christmas and New Year’s offer endless opportunities for brands to engage with their audience in meaningful ways. By starting early, tailoring your message, and spreading your campaign across multiple channels, you’ll not only boost holiday sales but also build lasting customer relationships as you head into the new year.
