How to do Christmas marketing? Here are 3 ways and 10 cases

The afterglow of “Double Twelve” has not yet faded, and Christmas is coming with the festive bells. When "Shopping Festival" meets "Christmas", the bigger your heart is, the bigger your dreams will be. The little Christmas should not be ignored.

Christmas has always been the highlight for major businesses over the years. On this "solemn" day, discounts and promotions are a major way to play marketing. The increasingly exquisite festival atmosphere decorations can attract a large number of customers to stop and drive consumption subtly. However, businesses are more focused on conveying brand concepts and spirits to better attract and maintain target consumer groups.

So, how to do Christmas marketing? What are some weird and fun Christmas marketing methods? Please see below for 3 major methods and 10 major cases. Keep your eyes open, there may be unexpected surprises!

Window display changes

People's understanding of objective things comes from vision for 70% and hearing for 30%. Window displays are actually silent advertisements for brands, which can maximize the visual nerves of consumers and guide them to buy. As Jimmypo said, "If you let the customer's eyes stay in the store window for 5 more seconds, you will have twice as many chances of closing a deal as your competitors." Especially during the Christmas shopping season, good window design is the best marketing strategy. Here, the editor will reveal the secrets of the global Christmas window display competition in Christmas 2016 for you!

New York

Lord & Taylor, located at 425 Fifth Avenue in New York City, is the oldest department store in the United States. It is famous for its holiday window displays and also particularly promotes the works of American designers.

Lord & Taylor brought Winter Wonderland to Fifth Avenue again this year, creating a fantasy world with an "Enchanted Forest" theme.

The skating rabbit by the forest pond, the goose wearing snow boots, the sleeping fox family and the naughty bear who is trying to wake them up with a feather are all the protagonists of this cute animation. Each animal has its own unique shape and personality, like a forest drama that is ready to be performed at any time.

London

London, home to many talented designers, is a well-deserved fashion capital and certainly one of the best cities in Europe for shopping.

John Lewis is known as the department store with the best advertising skills in the world. The inspiration for its Christmas windows this year comes from its recently released 2016 Christmas advertisement "Buster The Boxer".

The bulldog, skunk, hedgehog, squirrel and other small animals in the window can all be found in the advertisements.

This year's short film tells the story of a bulldog named Buster who takes over his little owner's new gift, conveying the gift-giving message that "a gift that everyone loves is a good gift." Passersby passing by John Lewis department store will find that the window display is designed to be a cave filled with Christmas gifts.

Buster, the bulldog that takes over a little girl's new trampoline, wanders off into the snow-covered woods nearby.

Paris

Founded in 1865, Printemps is not only a paradise for shopaholics, but also a historical building.

This year's Christmas windows, designed with the participation of Austrian illustrator Peter Diamond, look very lively.

This year's theme was inspired by the dreams of two children, Jules and Violette. In a dream on Christmas Eve, they found themselves in the Printemps department store filled with all kinds of gifts.

So, the two decided to embark on a magical journey of exploration. They played on the clouds on the roof, danced on the Christmas tree under the gorgeous stained glass dome, and indulged in countless candies.

Image endorsement & social media marketing

YOHO! Body is coming

The YOHO! Christmas marketing trend that emerged in 2015 is a good example of the integration of diversified communication elements in the Internet era.

The YOHO! platform has assembled a luxurious lineup of popular star idols, and quickly created a Christmas carnival storm among the target audience in the form of red envelopes, and interpreted its trendy spirit to the fullest through the innovative form of "YOHO style".

For example, on Christmas Day last year, popular stars such as Kris Wu, Ouyang Nana, Amber Kuo, Tang Yan, Chen Xiao, Leo Ku, and Du Haitao posted a "YOHO-style" Weibo text on Sina Weibo to explain their trendy attitudes, and donated tens of millions of YOHO! coupons and red envelopes to their fans and audiences. It quickly gained popularity and caused heated discussions among netizens on Christmas Eve.

Doggy band, do you play?

If hiring a "spokesperson" is still understandable, then the next move by this company is a bit too big! Creative agency Gravity Road has created a campaign for Sainsbury's clothing brand Tu, featuring dogs.

The band named Wagging Larry and the Bone Chasers consists of four well-trained pet dogs. They "played" keyboards, drums, guitar and bass on the stage, playing a jazz version of "Jingle Bells" to promote pet Christmas sweaters.

Wagging Larry and the Bone Chasers

Interestingly, at the end of the commercial, Tu claims that such a Christmas sweater also exists for humans.

Fashionable Santa Claus

In an era when animals can become the "protagonists" of Christmas, our "Santa Claus" certainly cannot fail easily! The image of Santa Claus with his white beard, chubby belly and red clothes with a little white embellishment has been deeply rooted in people's hearts.

However, people in the fashion industry can no longer tolerate Santa Claus wearing clothes made of unfashionable and awful fabrics year after year.

So, the Yorkdale shopping mall in Toronto, Canada found a model named Paul Mason (whose white hair and beard make him look like Santa Claus) and asked him to wear a velvet suit and a waist belt to transform into a fashionable version of Santa Claus. Doesn’t it instantly make countless girls’ hearts blossom?

Live Model & Smell me

In addition to the three impactful and innovative marketing methods mentioned above, fashion brands may consider placing real models in the windows, wearing their own clothes, and one of them can dress up as Santa Claus to distribute gifts to customers at specific times and when there are a lot of people, creating an unexpected warmth and surprise.

For example, in 2013, a shopping mall in the UK used “real models” to boost consumption during the Christmas season.

Aims to help consumers choose the most suitable Christmas gifts and reduce returns

Customers can choose models of different heights and body shapes to help them choose their products, and even take them shopping with them.

In addition to enjoying a wonderful shopping time with our "real models", in 2013, a perfume counter pioneered a unique way of selling perfume - real models "dedicated" themselves to customers to try the perfume. Haha, don’t get the wrong idea, we are really smelling the perfume! Hello,s…m..e…l…l m…e…!!!

Customers try perfume on live models

Microfilm: full of humanistic care beyond marketing

As we said before, Christmas is not only a discount season for many brands, but also the best time to showcase their brand image at the end of the year. In fact, a short micro-film is more suitable for consumers' preferences in today's social media era. Of course, in addition to creating a brand image, it will undoubtedly drive sales.

A warm and touching tribute

Every Christmas Eve, Burberry always launches an annual masterpiece. This year, the brand grandly launched a Christmas short film called "The Tale of Thomas Burberry", which tells the legendary story of the brand's founder Thomas Burberry and reproduces the 160-year pioneering and innovative spirit.

The entire film has a magnificent soundtrack, grand photography, and the actors' costumes are all custom-made. There are the warm Christmas scenes of opening gifts, and there is also the smoke of war; there is the affectionate white roses, and there is the passionate red roses; there are flashy balls with gold foil scattered all over the sky, and there are cars coming and going in the small town neighbors.

Domhnall Gleeson plays Burberry founder Thomas Burberry

Burberry short film promotional poster

Whisper

While everyone was marveling at the powerful cast of this micro-film, H&M also launched a promotional short film called "Come Together", in which the touching little story brought warmth to people's hearts.

Under Wes Anderson's lens, the actors don't need to speak, the pictures tell the story. It looks sweet, gentle and non-aggressive, but it can leave the most tyrannical memories in the viewer's mind, which are hard to get rid of.

The four-minute commercial has two themes at the same time, separated by two pieces of background music. The first section uses carols to hum and express the sadness of not being able to return home in time for the holidays. However, after the "pink 19 minutes", the light and joyful theme sweeps away the gloom and brings people back to the atmosphere of Christmas reunion and joy.

Happy

The last but not the least, John Lewis, the British department store known for being the best at making Christmas short films, has finally released its much-anticipated 2016 Christmas advert "Buster the Boxer".

The theme is "Gifts that everyone will love". It tells the story of a boxer dog named Buster and his Christmas dream. The ending is especially surprising.

For many British people, the John Lewis Christmas advert has become an important part of the countdown to Christmas, with the release of the advert signalling that Christmas is almost here.

Keep up with the times, opportunities may lie therein!

Author: Camilla HAN

Tsinghua University Academy of Fine Arts, Bachelor of Arts in Fashion Design

Master of Fashion Buying from Istituto Marangoni, Italy

Founder of CAMILLA HAN high-end wedding dresses

Vice Chairman of Hong Kong Tianqu Women Artists Association and World Women Artists Association Hong Kong Branch

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The author of this article @韩洁Camilla HAN is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!