Come and take a look at the marketing tactics that leverage Christmas!

The annual Christmas is coming again! Is the plan ready? We have also collected several brand leveraging routines from past cases for you. Let’s take a look~

Trick 1: Using Christmas elements

Christmas hats, Christmas trees, Christmas songs, Santa Claus...these are all indispensable elements in Christmas marketing.

Combining these elements with your own brand activities (creatively reorganizing them) will inevitably create a different chemical effect.

@天天P图: "One-click Christmas hat" H5

Almost every year, people in the circle of friends will frantically @ the official WeChat in the hope of receiving a "Christmas hat".

Taking advantage of everyone's desire to join in the fun, Tiantian Ptu once launched an H5 called "One-click Christmas hat". By entering the H5 and uploading a photo of yourself, you can successfully put on a Christmas hat.

@Tmall: Christmas song for shopping

Jingle Bells, Jingle Bells, Jingle all the way...Remember that Christmas song?

To welcome the arrival of the Double Holidays (Christmas and New Year’s Day), Tmall once launched a “bottle and jar knocking version” of “Jingle Bells”. The melody comes from cosmetic boxes (bottles) of major brands. After listening to such magical music, you can’t help but want to buy!

@Yorkdale Mall in Greater Toronto: Fashionable Santa Claus

Yorkdale Shopping Mall in Toronto, Canada once hired a model who looked like Santa Claus and transformed it into a fashionable version of Santa Claus.

@Durex:

Poster 1: Using Christmas tree elements

Copywriting: Christmas Eve, set up all night. Worthy of being a veteran driver~

Poster 2: What fun it is to ride

Using the Christmas song "Jingle Bell" playback page, the enlarged lyrics "what fun it is to ride" originally meant skiing is fun. As for the meaning of Durex, you can figure it out for yourself~

@Daily Fresh

By integrating elements of Christmas apples, MissFresh created a new term: there is a fruit called "if".

@Antai:

An Tai has a simple and rough style, directly using products to piece together a Christmas tree.

@McDonald's:

Coincidentally, McDonald's also used Santa Claus elements in its posters.

Routine 2: Christmas gifts + Christmas exclusive new products

What is the most essential item on the Christmas agenda? Give a gift! Based on this, brands are racking their brains to make gifts fresh and unconventional.

@KFC "I want a bucket of gifts"

On Christmas Day 2017, KFC invited the Rainbow Choir to jointly create a Christmas hit song "I Want a Bucket of Presents".

"I want a bucket of gifts that can turn my boss into a tree. He will no longer get angry during meetings, but will just dance towards the snowflakes..." How would you rate this bucket of gifts?

@Starbucks: Christmas New Products

Launching "Christmas" exclusive new products is a marketing strategy chosen by many brands during Christmas. For example, Starbucks' annual "Christmas new products" and related "Christmas cups" have become events that many fans look forward to.

Routine three: Create a brand Christmas IP

Many brands also create festival IPs to form their own unique competitive advantages. John Lewis, the well-known British department store, has become the brand representative of Christmas festive IP through its unique storytelling techniques.

Domestic companies like KFC release heartwarming Christmas short films every year.

@KFC: Christmas Fried Chicken Shop

KFC's "Christmas Fried Chicken Shop" has been open for several years.

In 2018, with Lu Han as the store manager and Zhou Dongyu as the customer, they performed a heartwarming story of "working people".

In 2019, the store manager was still Lu Han, and the customer was Li Jiaqi. In the advertisement, Li Jiaqi plays a host who has no holidays for 365 days. Because of Li Jiaqi’s surprise appearance, this ad also became last year’s Christmas screen-sweeping ad.

The "KFC Fried Chicken Shop" will continue to open in 2020, and this year's store manager is replaced by the new spokesperson Wang Yuan. As Christmas approaches, store manager Yuan transforms into Santa Claus "Red Knight" and distributes Christmas surprises to the staff.

Routine 4: Convey a warm and cozy atmosphere

@Austrian Bank x German Bank Christmas Advertisement

What would Christmas be without love?

Austria's first savings bank Erste Group Bank and Germany's Sparkasse Bank once jointly launched a Christmas public service advertisement, and the whole story is very heartwarming.

The protagonist of the short film, the little hedgehog, is a new transfer student. His classmates also want to make friends with him, but the little hedgehog's quills always prick their classmates. The little hedgehog was very sad and thought that no one wanted to be friends with him. However, he never expected that on Christmas Day, his classmates prepared a special gift for him.

@360 Security Router

During Christmas, many brands also paid attention to the single people who are "alone" to enhance their brand awareness.

@Jiang Xiaobai:

When I was young, I cared about apples. When I grew up, I knew how to keep them company.

@NetEase Yanxuan:

There is always a moment that makes you believe, "Santa Claus really exists!"

Well, the above are a few routines summarized for everyone, welcome to use them~

Author: Sesame Creative

Source: Sesame Creative (dawanguanggao)