Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
Brand Christmas ad campaigns often tap into the sentimentality, atmosphere, and general shared sense of spirit to hook viewers. When comparing everyday advertising to the techniques used in seasonal advertising, there’s a stark contrast. So, we have to ask, is this an effective way to find leads and drive conversions?
Do Christmas campaigns drive conversions?
For most brands, yes, Christmas campaigns can prove to be effective for driving conversion, with a reported 3.2% YoY in December, up from 1.9% for UK retail sales.
However, spending for the public is shifting as the cost-of-living crisis impacts household incomes. When compounded with increasing product prices, consumers aren’t necessarily able to continue to bridge the gap.
What is so effective about a Christmas ad campaign?
Christmas campaigns benefit brands for several reasons:
- It raises brand awareness
During the festive period, brands have the opportunity to innovate. When the campaign is executed masterfully, driving a specific message and is timed just right, undiscovered audiences are more likely to be reached.
A great example of a standout brand at Christmas for their campaigns is John Lewis, which year after year provides iconic visuals on top of warm gestures, heartfelt campaign messaging. As such, they’ve become notorious in their ability to capture audiences’ attention and evoke curiosity. This is evidenced by their 42% majority in polls for “most anticipated Christmas advert.”
- The ability to boost sales and return on investment
Whilst success comes differently for many businesses over Christmas, those that leverage their marketing campaigns often see a spike during the holiday period. This can be especially said for supermarket brands that find a way to promote products and produce during the festive season.
Whilst it can take a while to achieve a majority market share, for some brands like Christmas chocolatiers, this has long been the point of contention. With products like Roses, Cadbury’s Heroes and Celebrations going neck and neck for the majority hold in the sector, Christmas confectionery.
- Resonating with the audience
A campaign done right creates an emotional connection for the viewer, whether that’s them relating to the content, or feeling inspired or joyed by it. This emotional connection reinforces the positive rapport audiences develop towards brands.
Ultimately, what makes a brand is how it is perceived and interpreted by audiences to establish a positive reputation. The experience needs to be memorable.
- Increased reach
Campaigns work as a form of PR for brands, representing how the business operates and reacts during this period. Again, thinking about sentiment and the general conversation that garners, it really helps to propel these brands and their campaigns, so they end up reaching a whole new audience.
Should brands create Christmas campaigns this year?
The final quarter of the year brings the opportunity to capitalise on buyer intent, where they aren’t just considering purchases for themselves, but for their friends and family too.
This allows brands to cast the net on prospective customers, often yielding better results as people or in the mindset of being converted. Brands are able to position their products to a whole new demographic, for the gift giver.
Understanding the various types of ‘gift givers’ and the type of gift giver that would use your product or service as the gift allows you to directly tap into an audience that you typically wouldn’t appeal to. We often see this with brands like Harry’s, a grooming company for men. Every year, they find a way onto the screens of people beyond their typical audience, which again shows an awareness of the types of new customers they can appeal to during the festive period.
While Christmas campaigns aren’t a guaranteed route to conversions, the data and trends show that the potential is undeniable. When executed with creativity, emotional intelligence, and a genuine understanding of audience sentiment, festive marketing has the power to do more than just drive sales; it builds long-term brand affinity.
As competition increases and consumer spending habits shift, brands that can authentically connect with audiences will continue to stand out. The key isn’t simply joining the festive noise, but finding a message that resonates, inspires, and reminds customers why they choose your brand, not just at Christmas, but all year round.
