The Importance of Christmas Marketing | Reflect Digital Contact

The Importance of Christmas Marketing

So, this year’s John Lewis Christmas advert has finally arrived meaning the countdown to Christmas has officially kicked off!

  • 10/11/2017
  • by Joanna

Earlier this week a Twitter account called @UnderTheBed2017 tweeted video clips showing a creature’s eyes peeking out of the dark. Of course it came with the hashtag  #UnderTheBed and it soon created a buzz on social media. Then on Wednesday John Lewis replaced the “o” and the “e” in its logo with two big eyes on the signs at some of their stores across the UK.

This morning the retail giant officially tweeted the ad ahead of it airing on TV tonight and #MozTheMonster is already trending on Twitter. This year John Lewis has come up with a heartwarming campaign featuring a little boy called Joe, who is kept awake by a 7ft imaginary Monster called Moz who is living under his bed.

 

The Academy award-winning screenwriter Michel Gondry, who directed the film Eternal Sunshine of the Spotless Mind, was called in to make the two-minute TV advert.

In addition to watching the advert people will be able to enjoy Moz and the story in a number of different ways.  On Facebook people will be able to have fun 'mozifying' their face using their Facebook camera, and in 10 shops customers will be able to create their own monster selfie at a Monster Maker station.

Over the last week, we’ve also seen Paddington Bear being used in the new Marks and Spencer’s advert and Debenhams revealed their ad last night after teasing viewers all week on TV. Other brands including; Boots, House of Fraser and Waitrose will also launch their Christmas campaigns this weekend.

The success of a Christmas marketing campaign can result in both short-term and long-term wins in terms of an increase in sales and profits.  According to the Advertising Authority, Christmas advertising spend is expected to come in just under £6bn this year - that’s compared to £5.6bn in 2016.  Who would have thought we could spend even more on Christmas advertising? 

So what can smaller brands learn from the bigger companies like John Lewis, Debenhams and M&S? 

  • Apply a theme to your campaign and used it across all platforms; your website, social media, and emails should all be consistent
  • Understand your target audience – what are they searching for online? What is current at the moment?
  • Use festive-themed profile graphics on your website
  • Use festive hashtags to really engage your followers on social media – Remember #BusterTheBoxer last year?

  • Run Christmas competitions and polls
  • Use an interactive advent calendar or create a traditional one to send to your customers!
  • Create a Christmas countdown timer
  • Create a Christmas Card design
  • Targeted Christmas PPC Campaigns

And, with just over 6 weeks to go until we’re all tucking into our Christmas Dinner and opening presents - here’s more detail on how we can help you this festive season https://www.reflectdigital.co.uk/christmas


 


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