The middle of
November is usually when most people and brands start getting
into the festive spirit.
It's when most brands release their
holiday ads — and if you aren't in the festive mood yet, these ads
will get you there! Creating the perfect ad is
not easy. If it was, everyone would do it. But this season comes around
only once a year, which is why it is so important for brands to
get it right. When a brand does get it right, it often gets it
really right and manages to make people feel all
warm and fuzzy on the inside.
2023 is no different.
So, grab your Santa hat and fruit mince pies because media update's Alrika Möller is looking at some of the magical holiday ads of 2023.
Amazon
Even with
all the cold snow in this ad, it is still one of the most
heartwarming ads of 2023. It tells the story of three
elderly women watching children as they sledge down a snow-covered hill.
It is
so obvious that they long to join in the
festive fun; but with them being
older, it seems to be as possible as the
existence of Santa Claus.
That is until one of the ladies makes a
very important Amazon purchase of three chair cushions. This purchase means that they can sledge down the hill. Through some
tear-jerking imagery, it is clear that, for a moment, they feel like young girls again.
Through the Amazon purchase, they were able to realise an
impossible holiday wish. Maybe there is still hope for
Santa … What can marketers learn from this? Through the use of
storytelling, Amazon was able to
evoke real emotion. December can be an emotional time for
a lot of people, and the wholesaler made it clear that it understands.
The story
connects with viewers and shows them the power of an Amazon purchase —
and finding the perfect gift.
If marketers
create a story within their marketing, they can create an
emotional connection with their audience — as well as give them an idea of how the brand can
fit into their lives.
For a story to
really work, you need to
create characters that people can either relate to or connect with. The use of
deliberate imagery can drive the story and the emotion forward, making the ad memorable
and powerful.
It also helps that
everyone loves a good Yuletide story …
just ask Hallmark!
Coca-Cola
When it comes to
holiday marketing, Coca-Cola is an
expert. It has created some
iconic festive campaigns over the years, but in 2023 it
tried something new.
Coca-Cola wants you to know that
anyone can be Santa through
selfless acts and by
doing good things for other people.
These acts can be
anything from telling someone they left a
sock in the dryer, giving them
the last coke in the vending machine or giving someone a
lift to see their family for the December celebrations.
It concludes with the message that
the world needs more Santas — meaning the world needs more
selfless people. This is a truly
merry message for the season.
Is there a message for marketers too? You bet! Positive messaging can have a
positive impact on your brand.
The ad leaves people
feeling good and ready to do something good for someone else
during the tinsel season. People will not only
connect that
positive feeling with the brand, but they will also see that the brand
believes in the message they portray.
People want to know that their much-loved brands are
not just self-serving. They want to
feel good about
supporting your brand, and a positive message has that power.
Marketers, gift your customers a
positive message and a joyful feeling! It is the
season of giving, after all.
Disney
Disney is
celebrating 100 years in 2023, and it has built its 100 years around the concept of
making a wish.
Disney kept this
theme going with its holiday ad, having people
from all cultures and countries singing
A Dream Is A Wish Your Heart Makes from the Disney film
Cinderella.
Every new person who sings the song in the ad shows a
festive celebration in
their culture and country.
Disney is a
global brand — meaning its ads and holiday messages have an audience that
stretches around the world. That is why it is so important for them to make the message
applicable to everyone.
Okay, so what should marketers take from this ad? Your campaign should reflect the
diversity of your audience.
Inclusivity is
especially important during the Noel period.
Most brands have a
diverse audience, and if they are not inclusive in their campaigns, they run the risk of
alienating a part of their market and
losing customers as a result. This is
not exactly what marketers are hoping to achieve.
The
discussion around diversity and inclusion is very much
at the forefront in 2023. Marketers have to stay on top of the
conversations as well as the causes that are
significant to their audience.
People want to know that you care about
the same issues they do. Marketing is the
perfect way to do that.
Take a page out of Disney's
holiday recipe book and cook up a campaign that will
speak to your audience as a whole without making anyone
feel left out.
Festive marketing can be a great way for your brand to
spread some holiday cheer — as long as you
keep things merry and bright.
With the holidays approaching, we would love to make your content wishes come true! Let us know what kind of holiday content you want to see more of in the comments section below.
We are determined to give your holiday campaigns the magical result you are hoping for. With that in mind, have a look at our Top marketing tips for the festive season.
*Image courtesy of Canva