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  • 12 Notable Brand Campaigns This Holiday Season

    Target Launches The Holiday Odyssey

    Target followed a Storytelling approach engaging audiences with a brand experience titled Adventure, where three kids and Bullseye set on a  quest to light up a Giant tree, set in a magical forest. In another video, Target introduces Free shipping an returns with a   story where the adventure is Set on the Whipped Cream Sea, with LEGO pirate ships carrying precious holiday cargo. Target has boosted the viewer engagement with Free Digital Storybook spot “The Holiday Odyssey” featuring the epic adventure. In the newest spot titled Undercover, the gang goes past the Stormtroopers, through a maze of giant presents as the  quest to light the ridiculously giant tree continues. Target began the Holiday marketing effort,  over a month ago, with first Chapter titled “The Journey Begins”.

    Key Takeaway: Engaging experiences targeted at an audience with storytelling approach requires more than a single post or video for audiences to discover the content. Creating an experience that helps audiences discover about your offers and products with a video makes for more interactions, repeat visits and conversions.

     

    Disney Stores Launches 12 Most Wished For Gifts

    Disney Stores Most Wished For Gifts campaign features a contest that requires customers to share a pic with #12GiftsContest to win a USD 1000 Disney Store Card.

    Most-Wished-For Gift of the Day: Captain Phasma Mask! Fly back to Halloween mode and post a pic of you dressed up as a character from a galaxy far, far away. May the Force be with your pic! Tag #12GiftsContest & @Disneystore for your chance to win a $1,000 Shop Disney Store Card. NO PURCHASE NECESSARY. Contest ends 12/12/15.
    Key Takeaway: Brand Contests that are run for a limited time with an offer can create a greater impact as Social Media helps create buzz for your offers with popular Giveaways.

    Febreze Lightens Up The Mood 

    With the holiday season advertising being all about miracles, wishlists and Stocking Stuffers, Febreze has created a humorous campaign that is likely to be noticed, much like the Ugly Sweaters for its unmarketing.

    Febreze, a Proctor and Gamble brand has taken 12 Days of Christmas to the level of a parody by introducing 12 Stinks of Christmas.  Lynch and Morrison will premier their music video during the Febreze #12Stinks of Christmas Party – ugly Christmas sweaters all – at LightBox. Attendees can expect to sing along to the kitschy tune and learn that they can be guest-ready all season long with Febreze through interactive product demos.

    Febreze has reinvented the classic holiday tune, “The 12 Days of Christmas,” to showcase the stinks of the season and how to stay guest ready, with the debut of “The #12Stinks of Christmas” starring the hilarious duo, Jane Lynch and Matthew Morrison.

    “Sure, it’s always great to see family; it’s great to walk into a kitchen and smell a pie in the oven,” said actress Jane Lynch. “But when the turkey’s burning and your bathroom is seeing a lot of foot traffic from party guests, it hits you: the holidays stink! And, Febreze is a great solution to eliminate odors and stay guest ready.”

    Febreze boasts a line of products with freshness capabilities that range from ridding of pet odors and tackling sweat stink to decorating the home with scent and freshening on the go and has introduced a limited edition holiday line. Febreze continues to be one of the fastest growing brands in P&G’s portfolio of household brands and bring innovative products to market. Fresh air is an essential and basic human right, and that the air we breathe can give us “fresh starts.”

    Key Takeaway: When you need your advertising to break through the clutter, unmarketing may get your brand noticed with a campaign that brings out the unusual.
    Lowes Foods 30 Days Of Giving

    Lowes Foods has newer ideas to inspire giving this holiday season. One of them is a handwritten letter that makes the gesture seem genuine and another idea is to have the family play a board-game.

    Key Takeaway: A series of engaging social media posts over a prolonged time can get your offers, deals and campaigns noticed, as it builds anticipation with users looking forward to the next announcement or offer.
    Macy’s Make-A-Wish

    Macy’s Make-A-Wish Campaign weaves Christmas Magic with a Wish-writer pen that brings magic to unusual situations that makes Christmas look magical. “The star of the commercial is the magic pen, and we were trying to find another way to get engagement — this idea of gamification is the way to do it,” said Martine Reardon, CMO of Macy’s. “It’s our twist of bringing something traditional and nostalgic to the modern way the generations of today work, which is on mobile devices and through apps.”

    Key Takeaway: Making Audiences nostalgic is a way of capturing audience interest and launching your campaign when audiences start looking for gift ideas can help you strike the right chord.
    Staples Launches More For Less Campaign

     

    “We’re giving our customers more for less this holiday season with exceptional savings on a great selection of stocking stuffers and last-minute gifts,” said Peter J. Scala, executive vice president – merchandising, Staples. “At Staples, we know our customers are busy so we offer convenient solutions for their holiday shopping needs including a buy online and pick up in store option, Price Match Guarantee, and free shipping for our Staples Rewards members during the holidays and everyday.”

    Staples more for less campaign is targeted at different buyer personas, From the Inner Geek to the Fashion-Forward co-worker, with great last-minute gifts and deals throughout the holidays.

    Key Takeaway: Staples More for Less campaign is notable for targeted offering for customers value-shopping for different types of Gift recipients.
    Hallmark Entertainment Channel’s Countdown To Christmas

    Hallmark Entertainment Channel’s Countdown to Christmas features a movie premiere every Saturday night bringing new movies every Saturday night, with engaging posts for Christmas.

    Key Takeaway: Hallmark Entertainment Channel’s Countdown to Christmas brings singularity of the brand value proposition of Family entertainment up-front, making it the channel of choice for the time when families are most likely to be looking for family entertainment options.
    Walmart’s Retailtainment

    Walmart has followed a retailtainment strategy  introducing Musical scores for Christmas by Craig Robinson that features number of videos  with gifts targeted at different audience segments.

    Key Takeaway: As important as it is to have gifting ideas for a valued shopper, it is equally important to present the ideas in a context audiences find engaging and relatable.

     

    Hallmark’s Keepsake It 

    Hallmark’s online video campaign has a humorous take on Christmas with three spots titled Family Potrait, Vegan Christmas and Perfectionist Mom. The video has funny takes on situations that are characterized by quirky characters, playing on uniqueness of every family, and how Hallmark makes holidays memorable despite odd situations.

    Key Takeaway: Hallmark’s Keepsake campaign infuses realism with humor where quirky characters are used in the creative for better ad recall. With an interactive digital experience it makes for one-of-a-kind user engagement. 
    Oreo’s Wonderfilled Christmas

    Oreo takes a Wonderfilled spin on some storied Christmas traditions, taking a look into all the things that make the holidays feel like the holidays.

    Key Takeaway: Oreo’s Wonderfilled theme campaign extends the Wonderfilled campaign to feature the Christmas traditions while weaving in the brand’s proposition of cream filled cookies in the video creative.
    Kohl’s All Together Now

    Kohl’s All Together Now campaign features gifts that are right for the whole family, with exclusive deals featured on Social Media Channels.

    Key Takeaway: Kohl’s All Together Now Campaign sets the tone for entertaining during Holiday Season where the positioning of “Everything for Entertaining Everyone” makes holiday season gift shopping and entertaining seem stress-free. Kohl’s has successfully used All Together Now to position the discounts it has on offer for the season.
    Apple’s Someday At Christmas

    Singer Andra Day joins the legendary Stevie Wonder to sing his classic 1967 holiday song “Someday at Christmas.” Without a band, Wonder sets up his Apple computer to record both the piano he plays and the vocal track. As Day and Wonder sing together, their family plays games, makes crafts and spends time together. To bring the song to a close, the youngest member adds her voice to the mix and then the rest of the family joins in.

    Key Takeaway: Apple’s Video brings out the creative power of the products in an engaging way while showing how technology can help you free your time for family. Using musicians and a music score associated with the season, Apple has ushered the Christmas spirit bringing out the holiday moments that matter.

     

     

     

     

  • Five Ways For Engaging The Holiday Gift-Shopper With Social Media Posts

    According to Epsilon’s research, Brand Social and Retailer Social are the most impactful digital tools in the buyer journey, for behavioral impact and utility as per the “Epsilon digital shopping tool impact study 2015”. Planning the Digital Buyer Journey, post social media engagement can mean more page views for your site while increasing conversions. Here are Five Ways Brands can engage the Gift shopper with Social Media posts.

    Audience Segmentation and Gift Shopping Experience

    Gifts

    Launch an exclusive edition of your most liked products with a Social Media post. In place of directly promoting Gifts section, Nordstrom in line with its social media approach of minimalist messaging, launched an exclusive Winter Handbag from Kate Spade range for Winter 2015. On the landing page, the Gift section is featured for Gift Shoppers. Nordstrom has launched different sections that feature Curated Gifts List, while offering users the choice to browse gifts for different price points or for one of the curated experiences featured under the Gifts section. The Gifts section under newly introduced “Pop-in Store” features content targeted at different segments for different price points and for different buyer personas.

    GiftShopper

    Introduce Gifts Shopping with a Video

    Walmart’s video creative approach featuring musical scores by Craig Robinson, with different iterations of Gifts for different segments, including one where he sings about his gifting skills and “Gift For Everyone”, is  part of Walmart’s Holiday Retailtainment strategy. Native Video is preferred way to discover content for Millennials and according to research has favorable impact on Brand performance metrics.

    Launch a Gift Card Contest

    Nordstrom invites users to write a review of the product to Win a  USD 1000 Gift card. Brands that are launching contests during Holiday Season can link posts to questions such as “Share your Holiday Decor Ideas” with a chance to win Gift cards.

    To know more about Promoting Gift Cards, Click here.

    Giftcardcontest

    Introduce a Gift Card offer for the peak gift shopping season as can be seen from Applebee’s Tweet.

    Introduce You Favorites To Your Audiences

    Brands engaging audiences for Gift Shopping can look at featuring different Influencers or products that are likely to resonate within the holiday context such as Baking, Christmas Decor or Travel Tips.

    In Case you are running a brand campaign, extend the same to your Social Media post with a Festive theme.

     

    Social Media Influencers

    Social Media Influencers can get the brand content noticed with posts that engage their fans and followers as can be seen for the offer from Walmart.

    In another example Starbucks Tweet about an Instagram artist has generated engagement with gripping visual images from Latte artist.

     

  • Targeting In-Store Shoppers With Mobile Ad Campaigns

    locationextns

    According to Google, Shopping-related searches on mobile have grown more than 120 percent year-over-year. The interest for Gifts and Holiday Shopping is sustained through till Christmas, in place of prominent peaks during Cyber Monday and Black Friday only.

    HST

    Target found that three-quarters of their customers start their shopping experience on a mobile device and Walmart has seen doubling of mobile traffic to their retail site during the Thanksgiving weekend. Video plays a significant role in omni-channel customer journey and mobile searches increase by 18 percent  for Holiday shopping on Sundays.

    “Google data shows that Sunday is the biggest day of the week for mobile shopping. Shopping searches on mobile are 18 percent higher on Sundays, on average, than during the rest of the week.”

    As high as 32 percent Shoppers plan to use Online video for holiday shopping. According to Google, “Americans have watched 60 million hours of unboxing videos on YouTube, totaling 1.1 billion views.”

    Google’s report on foot traffic during the holiday season represents aggregated data from mobile users with location history turned on. The data shows the highest incidence of Foot traffic for the last weekend before Christmas making it important for retailers to add location extensions to search ads.

    Using AdWords extensions can help customers find your business location and call your business, for the last-minute orders.

    Storevisits

    Bing location

    For Bing including Location Extensions, can give customers directions to your business that is closest to the customer.

    “A particularly powerful feature of Location Extensions is that the address shown to the customer is typically the business location that is closest to them. If you have multiple business locations set up for your campaign, Bing Ads will display the address and phone number for the location that is closest to the customer. The radius for the location display is about 50 miles. If you don’t have a business location entered that is within 50 miles of the customer, no location will be shown in your ad”, as per Bing Advertising.

    Locations that you create apply to all of your campaigns within a particular Customer ID. Also note that you enable Location Extensions at the campaign level and they get applied to all ad groups and ads in the campaign.

    Similar to location extensions, using a call extension, you can provide a phone number that is not associated with a particular location, but is appropriate for all locations where your ads display. Here is an explainer video for adding locations to your ad campaigns.

  • Ten Ways To Use Instagram For Seasonal Shopper Engagement

    Instagram with its user base of 40 Million users and over 80 million photos shared per day, may prove to be an ideal network to attract your target audience this holiday season.  Advertising on Instagram has given boost to advertisers with  increase in Ad recall; and with newly added features to the advertising suite, Instagram is the network of choice for visually-engaging campaigns.

    • Landscape photo and video to unlock new creative opportunities and give ads a more cinematic feel
    • Video ads of up to 30 seconds in length, so brands can engage in richer storytelling
    • Marquee, a new premium product that helps drive mass awareness and expanded reach in a short time-frame—perfect for events like movie premieres and new product launches
    • Delivery and optimization tools to manage and drive the best performance of campaigns across Facebook and Instagram

    Engaging your audience with  Visual Storytelling can be done with posts on Instagram that engage audiences with Captions and images that resonate.

    Here are Ten Ways To Use Instagram For Seasonal Shopper Engagement.

    Create Seasonal Posts introducing a new product highlighting the key product attributes in a visually engaging format.

    Present your Gift Card Customer Value Proposition in a static frame of a video or an image, as an image and caption the post with an emotional connect.

    Engage Social Media Influencers that can get your proposition noticed with visuals that engage your target audience.

    Create a Video Loop that places your brand logo in a seasonal context in a creative manner as can be seen for Pepsi’s post for Art Dome at an event with the help of an artist.

    https://www.instagram.com/p/99GIHQqrKC/?taken-by=pepsi

    Use Instagram posts as a style guide to create a Visual LookBook for the holiday season.

    According to Shareablee, Oreo generated 120 percent more engagement on Instagram in November, with holiday themed campaigns, compared with the same time last year, capturing more than 376,000 total actions (likes and comments).

    Oreo has highlighted the seasonal pack that uses creative layouts depicting interaction, which is the point of engagement with audiences.

    Krispy Kreme introduces Santa Belly doughnuts with a simple question.

    Engage audiences with reposts from your followers with a seasonal theme.

    Share Content that audiences find useful such as DIY and recipe ideas, One of the most engaged posts on Twitter was a dessert recipe shared for Thanksgiving by Jell-O.

    Highlight any special offers that you are introducing during the season, or share a window display that highlights your brand’s identity as seen for Nordstrom’s Holiday post.

    https://www.instagram.com/p/-39GR7MdNa/?taken-by=urbanoutfitters

    Key Statistics For Instagram

    According to Piper Jaffray’s  recent survey among 9,400 teens ages 13 to 19, with 56 percent males, with an average income of USD 68,000, Instagram and Twitter are the most important social networks. Although a survey from Pew Research claims that Facebook is the most popular social network with the teens. The difference in survey findings could be on account of the income demographic. The Pew report showed 41 percent of those polled described Facebook as the site they use most frequently, followed by Instagram with 20 percent and Snapchat at 11 percent. The incidence of Social Media is extremely high, with 72 percent of all teens spending time with friends via social media and with 23 percent doing so daily. Messaging Apps are used by 42 percent of teens. Here are the Key Statistics for Instagram by Sprout Social.

    social-demographics-instagram1

     

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