The holiday season is more than just a time for mulled wine and mince pies – it’s also a showcase for some of the most creative and memorable marketing campaigns. Over the years, brands have gone all out with storytelling, emotional appeal, and a touch of festive sparkle to captivate audiences.
At Bigg, we’re always inspired by the ingenuity behind these campaigns, and thought we’d share some of our favourites. These campaigns show how the right mix of creativity and seasonal cheer can create magic – not just for the brands, but for audiences too.
Why Christmas Campaigns Matter
Before we get stuck into our favourite festive campaigns, let’s consider why Christmas marketing is so important. It goes without saying that Christmas is a crucial time for retail and eCommerce. It’s not just the most festive season but also the most commercially significant, with billions spent on gifts, food, and decorations. For businesses, this period represents an unparalleled opportunity to reach consumers who are actively seeking products and services that make their celebrations special.
Knowing where and how people shop is crucial for crafting campaigns that truly resonate. According to a recent YouGov survey, online retailers remain the go-to destination for Christmas shopping, with 36% of Britons planning to make most of their festive purchases online. However, habits vary significantly by age: just 20% of 18-24 year olds prioritise online shopping, compared to a substantial 46% of 35-44 year olds. Supermarkets come in second, with 16% opting for convenience and accessibility. Meanwhile, retail parks and shopping centres appeal to 9% of shoppers, and smaller percentages rely on local shops (7%), brand-specific stores (5%), or department stores (4%). Interestingly, 15% of respondents said they had no plans to shop for Christmas at all.
The bar chart below visually highlights these trends, underscoring the dominance of online shopping while showing that physical retail still plays a valuable role in the holiday mix. This data serves as a reminder to eCommerce brands of the growing importance of digital channels, while also hinting at untapped opportunities for creative campaigns targeting in-store shoppers.
Beyond the numbers, Christmas campaigns allow brands to connect emotionally with audiences through storytelling, shared values, and festive cheer. Digital channels, including social media and email, are now as critical as traditional media for engaging consumers. With so many UK shoppers browsing and buying online, eCommerce brands have an unparalleled opportunity to craft meaningful, multi-channel campaigns that resonate and stand out from the crowd.
Iconic Christmas Campaigns That Stole the Show
In such a competitive landscape, creativity is the cornerstone of truly memorable Christmas marketing. Year after year, brands have transformed the festive season into a platform for some of the most iconic and emotionally resonant campaigns, leaving a lasting impression on audiences and driving remarkable engagement. Let’s explore a few standout examples and uncover what made them so successful:
John Lewis – “The Beginner” (2022)
John Lewis’ Christmas ads have become a cultural event in the UK, and their 2022 campaign, The Beginner, was no exception. The heartwarming story followed a man’s clumsy yet determined attempts to learn skateboarding, revealed in the end as his way of preparing to welcome a foster child into his home.
What made this campaign so impactful was its emphasis on emotional storytelling combined with a meaningful social message about fostering. Beyond TV, John Lewis extended the campaign online with fostering resources on their website and encouraged audiences to share their own experiences on social media. This multi-channel approach ensured the campaign resonated deeply with audiences while driving traffic and engagement.
Coca-Cola – “Holidays Are Coming”
Few campaigns are as iconic as Coca-Cola’s Holidays Are Coming. Since its debut in 1995, the ad’s imagery of a brightly lit red truck winding through snowy landscapes has become a symbol of Christmas itself. Over the years, Coca-Cola has kept the campaign fresh by integrating digital elements like interactive games and social media challenges. This year they boldly utilised AI in the creation of their infamous ad. The Coca-Cola Christmas Truck Tour also provides a real-world extension of the campaign, allowing fans to engage with the brand in person.
This enduring campaign shows the power of nostalgia, consistency, and cross-channel execution in building a brand’s association with the holiday season.
Aldi – Kevin the Carrot
Aldi’s Kevin the Carrot campaigns have become a fixture of the UK’s Christmas advertising landscape. First launched in 2016, Kevin has evolved into a beloved mascot with his own merchandise line, from plush toys to festive decorations.
As with their popular #FreeCuthbert campaign, Aldi’s success lies in combining humour and storytelling. Each year, Kevin embarks on a new adventure, appealing to both children and adults. The campaign is extended through digital platforms, where fans can engage with behind-the-scenes content, competitions, and shareable social media posts. By creating a lovable character, Aldi has built brand loyalty and turned Kevin into a marketing powerhouse.
Sainsbury’s – “1914” (2014)
Sainsbury’s 2014 campaign took a bold approach by recreating the 1914 Christmas truce during World War I. This cinematic and moving ad told the story of soldiers from opposing sides coming together to share a moment of peace and friendship.
The campaign’s success wasn’t limited to its emotional impact. Sainsbury’s partnered with the Royal British Legion and sold replica chocolate bars featured in the ad, with proceeds going to charity. This combination of storytelling and purpose-driven marketing made the campaign memorable while reinforcing Sainsbury’s community values.
Marks & Spencer – “Percy Pig Comes to Life” (2021)
Marks & Spencer’s 2021 campaign brought their iconic Percy Pig character to life with the voice of Tom Holland. Featuring a whimsical journey through the store’s Christmas food selection, the ad combined indulgence with festive charm.
M&S amplified the campaign with social media content, recipe ideas, and influencer partnerships. By integrating their products into the storytelling, M&S ensured their festive treats were front and centre while building emotional connections with their audience.
Burberry – “Festive Film” (2020)
Luxury brand Burberry took a different approach with its 2020 Festive Film, blending contemporary dance with a snowy London backdrop. The campaign emphasised individuality, style, and creativity while staying true to Burberry’s high-end image.
Burberry extended the campaign on Instagram and TikTok, working with influencers to highlight their products in artistic and aspirational ways. This focus on digital-first storytelling helped the brand engage younger, fashion-conscious audiences.
What Makes These Campaigns Successful?
The best Christmas campaigns share some common ingredients that make them resonate with audiences across various platforms:
Emotional Storytelling
Christmas is a time of heightened emotions, and successful campaigns tap into themes like love, kindness, and nostalgia. Whether it’s the heartwarming tale of John Lewis’ The Beginner or the humour of Aldi’s Kevin the Carrot, storytelling helps brands create a deeper emotional connection. By crafting narratives that audiences relate to or aspire to, brands ensure their campaigns linger in the mind long after the season has passed.
Multi-Channel Integration
The most effective campaigns aren’t confined to one medium. Brands like Coca-Cola and Marks & Spencer leverage TV, social media, email marketing, and in-store experiences to reach their audience at every touchpoint. For example, Burberry’s use of TikTok and Instagram to showcase their Festive Film brought their campaign to younger audiences, ensuring it remained relevant. This seamless multi-channel approach amplifies the campaign’s impact and ensures its message is reinforced across platforms.
Creativity and Uniqueness
Standing out during the crowded festive season requires creativity. Coca-Cola’s nostalgic red truck or Burberry’s artistic flair showcase how distinctive visuals and innovative ideas ensure a campaign grabs attention. Creativity not only builds brand awareness but also encourages sharing, further extending the campaign’s reach.
Community and Social Purpose
Many iconic campaigns go beyond selling products to make a broader impact. Sainsbury’s 1914 ad and John Lewis’ fostering campaign connected with audiences by aligning their message with a meaningful cause. These campaigns resonated deeply because they demonstrated values that audiences care about, making the brands more relatable and trustworthy.
Takeaways for eCommerce Brands
Even if you don’t have the budget of a John Lewis or Coca-Cola, there are plenty of lessons eCommerce brands can apply:
Focus on Storytelling: Share a compelling narrative that connects emotionally with your audience. This could be a heartwarming story, a humorous tale, or something that reflects your brand’s values.
Leverage Social Media: Create shareable content tailored to platforms like Instagram and TikTok. Use influencer partnerships, interactive elements, and user-generated content to engage audiences.
Highlight Seasonal Offers: Incorporate time-sensitive promotions, gift guides, or bundles to encourage purchases. Personalise your messaging to make your audience feel valued.
Add a Personal Touch: Small details, like handwritten notes or festive packaging, can make your brand stand out and build loyalty.
Collaborate for a Cause: Partner with a charity or local organisation to give back during the festive season. This not only does good but also reinforces your brand’s values.
Wrapping Up
Christmas campaigns are a chance for brands to showcase their creativity, connect with audiences, and make a lasting impression. Whether you’re inspired by John Lewis’ emotional storytelling, Aldi’s humour, or Burberry’s artistic flair, the key is to stay authentic to your brand while embracing the festive spirit. By doing so, you’ll not only drive sales but also create a campaign that your audience will remember long after the decorations come down.
How Bigg Can Help You Make Your Mark
At Bigg, we understand the power of storytelling and creativity in building impactful campaigns. While we’ve highlighted some of the best in the business, we’re here to help your brand stand out in its own unique way. From crafting engaging social media strategies to aligning your site with SEO best practices, our expertise spans all aspects of digital marketing.
Whether it’s Christmas or any other time of year, we believe in creating campaigns that resonate with audiences and deliver results. Follow us on Instagram and LinkedIn for more insights like these. To learn more about how we can help elevate your eCommerce brand, get in touch with our expert team.
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