Case | Tiffany, Starbucks, and Durex use Christmas marketing to their advantage

The holidays are a special time of the year that highlights the three Fs: family, food, and fighting. What are we fighting for? Of course, it is the attention of consumers. Nowadays, mobile Internet has broken people's attention, and taking advantage of festivals and events to promote brands is a priceless commercial gold mine! Why do we just post Santa Claus on Christmas ? Let’s take a look at how foreign brands celebrate “foreign festivals” in China.

In the highly market-oriented "eyeball era", major brands are taking the initiative in visual and color marketing of store windows and merchandising. The subsequent theme business model can attract consumers by planning various theme activities, thereby enhancing competitiveness, attention and consumer income.

On November 21, Tiffany & Co.’s Christmas lighting ceremony left its home in New York for the first time and came to Tiffany Hong Kong Plaza store on Huaihai Road in Shanghai, China, bringing the brand’s 180-year-old Christmas tradition to China for the first time. At the same time, Tiffany’s brand spokesperson for China, Ni Ni, was invited to kick off the brand’s Christmas battle.

A Christmas tree filled with Tiffany blue gift boxes stands in front of Shanghai Hong Kong Plaza, adding a touch of romance and surprise to the winter holiday atmosphere.

Tiffany Christmas Tree Lighting Ceremony

In addition, Tiffany’s Christmas window displays are also a major attraction every year. Tiffany & Co. was the first to place jewelry in a storytelling window display. These storytelling windows perfectly present Tiffany's outstanding works, and Tiffany's unique "Tiffany blue" increases visual experience and stimulates color memory. It not only attracts people to stop and take a look at the magnificent scene, but also shows people the brand's sincere tribute to the exquisite craftsmanship handed down from generation to generation.

Tiffany's Christmas window displays in previous years

Tiffany 2017 Fantasy Christmas Window Display

Incorporate dramatic articulated wooden figures into humorous scenes

The marketing method of customized Christmas products is not uncommon. Many brands put a lot of thought and imagination into creating their own brand Christmas season every year. Since 1997, Starbucks has continuously launched holiday cups that represent seasonal changes, and the red paper cups that are a must-have every Christmas have been held in people's hands for 20 years as of this year. This year's Christmas red cup continues the design style of the Christmas cup. Consumers can find a heart when they touch it with their fingertips. Starbucks' official promotion writes: "It takes you through those wonderful Christmas moments, discovers the love born from the heart, and awakens the most cherished people and moments in our hearts." With emotional care as the main theme, it touches the softest part of people's hearts.

Starbucks launches "Moments of Kindness" for Christmas 2017

The new Christmas red cup "recorded in the heart"

Not only that, this year Starbucks also teamed up with Swarovski to launch a brand collaboration and launched a Starbucks Christmas customized model containing Swarovski crystal elements. No wonder some people say that what you drink in Starbucks is not the coffee, but the "sense of ritual" of taking photos and posting them on WeChat Moments .

Starbucks launches Christmas customized products in 2017

Starbucks Swarovski Crystal Elements Series

As a brand targeting young people, KFC took into account the characteristics of its brand audience and chose KOLs on social media that suit the preferences of young people and family users during Christmas last year. According to last year's social media interaction statistics, KFC's Weibo topic #KFCChristmasSeason# ranked second in popularity, with 340 million views and 406,000 comments. Among them, the Weibo post released by Lu Han for KFC received more than 210,000 reposts, more than 100,000 comments and more than 630,000 likes at the time, ranking fourth in the entire interaction list, successfully helping to heat up KFC's Christmas topic.

Since 2016, the “first year of online live streaming ”, live streaming has become a very popular media form and one of the popular means for brands to increase conversion rates . Last year, L’Occitane France chose Tmall Live, and the “ Xue Zhiqian’s Christmas Gift” live broadcast received more than 69,000 comments and more than 5.41 million likes. Of course, live streaming also requires pre-promotion by the brand and interaction with the live streaming. Before the live broadcast, L'Occitane invited fashion KOLs such as Xiaoshu Xingfu and iLady Youjia Pictorial to make live broadcast previews on Weibo, and launched interactive activities with prizes such as likes and comments and red envelope rain during the live broadcast, which greatly increased the amount of interaction. In addition, L'Occitane also launched 12 Juhuasuan products for this live broadcast. By the end of the live broadcast, a total of 7,583 items of these 12 products were sold, making the power of the Christmas live broadcast really reflected in sales.

Christmas marketing posters should be an important part of print advertising at this time. When it comes to marketing, Durex is probably the most recognized brand that is good at it. Durex can cleverly combine hot topics and holiday events every year with its brand, using Durex's unique humorous copywriting and illustrations to create bold and meaningful posters. Of course, Durex will not miss the good opportunity of Christmas at the end of the year.

Durex Christmas poster

On Christmas Eve, remember to wear a "Santa hat"

In 2016, Durex not only continued its cryptic advertising creativity, but also added a bit of warmth. At the end of the Christmas video, the copy "The best gift is that you understand me" was given. As the leading brand in the field of both sexes, Durex expressed its brand's attitude and views on the occasion of the festival. The short film is based on the subtle insights of boys and girls: girls complaining about their boyfriends' gifts just shows that they care about the gifts, but men's actions always fail to meet their expectations. It hits the desire of men and women for mutual understanding, arouses emotional resonance, and successfully expresses the brand's emotional care for consumers.

Durex 2016 Christmas Video

The rapid development of various new technologies in recent years has also opened up a large new area for brands to develop new ways to play Christmas. This year, CapitaLand MALL from Singapore has exclusively customized 12 Christmas elves, combined with AR interactive experience, and set up "AR Christmas Elves" in CapitaLand shopping malls across the country. Interactive activities are carried out both online and offline, aiming to create a "Christmas Adventure Season" with CapitaLand characteristics.

12 exclusive "Christmas elves" created by CapitaLand

Coca-Cola, which emphasizes novelty and vitality, also uses AR technology to summon 3D Santa Claus, grasping the core needs of the target audience of "pursuing fun and happiness" and giving customers a surprising and happy experience. The interactive 3D effects presented by AR technology are richer and more three-dimensional. Customers can interact with the lifelike Santa Claus, which can more easily stimulate their active participation and social sharing behavior.

Coca-Cola uses AR technology to simulate 3D Santa Claus images for Christmas

From stores to products, from online to offline, from content to technology, Christmas today is no longer as simple as sticking Santa Claus on your posts. The commercial value of festival communication is evident.

At the end of the year and the beginning of the next year, New Year’s Day, Spring Festival, Lantern Festival…all kinds of festival events are already being packaged and sent out. Have brand owners figured out the correct way to take advantage of festival events? Are you ready to receive the “Traditional Festival Compressed Package”?

The author of this article is @China Magazine Advertising and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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