Break the loop of Christmas communication: it is about people, not brands
December has just started, but the end of the holiday communication is just around the corner. Following the popular saying, “December lasts a week”. Do you know what that means? It is now time to take a look around at what is being advertised and write down some notes for when we need to prepare Christmas campaigns for next year.
Despite being a highly competitive time, the eternal loop of Christmas campaigns has not yet dropped the bandwagon of promotional communication nor the overly emotional hype. Most brands seem to continue following a resembling formula year-on-year. Even well-used dupes and revivals make it harder for brands to differentiate themselves. Consequently, following the holiday-cliché communication message turns campaigns predictable and lost in the crowd. One must admit that even “Home Alone” eventually gets boring.
The takeaway is simple: brands need to understand the modern-day holiday. We live in an era in which taking a stand is vital to stand out (and we mean it). Consumers are no longer mere recipients of communication messages; instead, they are now constant participants in reinventing the meaning of brands while continuously in search of brands that escape the mainstream commercial intentions and with which they can develop a personal identification. For that to happen, brands need to show that they are real and fight the ambivalence by standing for what people believe in, dance with or care for.
Counting on the help of agencies’ magic wands, disruptive brands have already started escaping the conventional by building upon a powerful, humane, and uplifting storytelling. Those who dare to follow it embrace culturally relevant moments and avoid falling into the sameness pitfall — proving that the holiday season is not about the brand, rather about what surrounds it and what gets people involved. Based on this, here are four insights about what is getting the spotlight:
· Be bold, be committed. Brands can meaningfully connect better with consumers when they become inspirational and committed, having purpose as their core. Whether the communication words stand for an ambicultural, queer or green holiday season, commitment and long-term vision can never be missed in the creative recipe.
· Be conversation centric. Breakthrough Christmas campaigns are built on a fundamental understanding of the conversations consumers have and the themes that matter most to them. Just like most of us do on Christmas Eve, sit your brand at the table with your customers and get the conversation going.
· Be real, but never condescending. Make your brand campaign capture the essence of a holiday that feels much more realistic, relatable, and affirming than any other. Get to the heart of consumers by talking like one-to-one.
· Be extravagant and dare to surprise. Jump to where your customers are and get the best of user-generated content. Kick-start on TikTok with popular challenges, holiday-related content and team up with creators who fit with your motto. Make people discover Spotify playlists that will get your festive communication in the word-of-mouth loop. Start the party but do it without unrolling the red carpet for your brand.
Have you noticed the one thing in common? Skyrocket Christmas communication that, in one way or another, explores these bullets tackles empathy, community and togetherness — sometimes without even being remotely talkative about this season. There is one thing for sure: it is time to max out on the holiday spirit by getting creative, relevant and authentic.
