The Most Enchanting Influencer Campaigns for the Holidays We've Witnessed
As the holiday season fast approaches, businesses worldwide are gearing up their marketing strategies to connect with consumers in meaningful and impactful ways.
A key component of these strategies that has gained significant traction over the years is influencer marketing. The ability of influencers to shape consumer behaviors and trends cannot be overstated and this has made them a vital tool for businesses looking to increase brand visibility and boost sales during the holiday season.
The power of influencers in today’s digital world extends beyond simple endorsements. They provide brands an opportunity to connect with audiences on a more personal level, creating authentic relationships that drive consumer loyalty and trust. As we prepare for the holiday season of 2023, let’s delve into some of the most enchanting influencer campaigns and how they have harnessed the power of storytelling, authenticity, diversity, and creativity to create successful holiday campaigns.
Trends in Holiday Influencer Marketing
Influencer marketing trends focus on authenticity, inclusivity, and creative storytelling.
Brands are collaborating with influencers who align with their values and can tell their stories in unique and engaging ways. Additionally, there is a growing emphasis on diversity, with brands seeking to represent various cultures, backgrounds, and perspectives in their campaigns.
The Power of Storytelling in Holiday Campaigns
Storytelling has always been an effective way of connecting with audiences. In influencer marketing, it allows for the creation of memorable campaigns that resonate with consumers on an emotional level. By crafting narratives around the holidays, brands can evoke feelings of nostalgia, joy, and warmth, which are likely to enhance brand affinity and influence purchase decisions.
Crafting a Narrative with Influencers
Crafting a narrative with influencers involves more than just product placement. It requires a deep understanding of the brand’s identity and values, as well as the influencer’s persona and audience. The goal is to create a story that seamlessly integrates the brand’s message with the influencer’s content, making the promotion feel less like an advertisement and more like a natural part of the influencer’s narrative. This approach enhances credibility and promotes a positive brand image.
Now, into the highlight: Let’s immerse ourselves in some of the most enchanting influencer campaigns for the holidays that we’ve witnessed.
The Best Kind of Fireworks - LEGO
In a groundbreaking move, Lego introduces a celebrity into its Christmas campaign for the first time.
Departing from the traditional snowy scenes, festive feasts, and cozy fireside imagery, Lego’s festive campaign unfolds with a group of kids delivering presents on a whimsical, giant vehicle of their own creation. Riding on top this imaginative ride is none other than pop star Katy Perry, lighting up the journey with her hit, “Firework.”
Julia Goldin, Chief Product and Marketing Officer at Lego, emphasizes that children are the most powerful force in the world today, and we couldn’t agree more. The initiative encourages people of all ages to prioritize play over perfection, embracing a childlike joy during the holiday season.
Lego #BuildtoGive or should we say, #BuildtoCreatePerfectCampaigns?
Because holidays without kids would be just ‘days’, let’s continue with Lego!
Lego has truly mastered the art of spreading joy, and their 2019 campaign, #BuildToGive, proved to be a viral sensation by hitting all the right notes.
The core concept was to inspire both kids and adults to create Christmas decorations using Lego bricks and then share their creations on social media using the #BuildToGive hashtag – a delightful and engaging idea in itself.
What made this campaign even more heartwarming was Lego’s commitment to donating a Lego set to a child in need for every shared and hashtagged image. Now, that’s the true essence of the holiday spirit!
To boost the campaign’s reach, Lego collaborated with influencers in the parenting and family life niche like Maddie Moate. These influencers not only shared engaging tutorials on crafting Lego holiday decorations but also encouraged their followers to join in the festive fun. It’s a beautiful example of how creativity, community, and generosity can come together to make the holiday season truly magical.
CK Holiday - Calvin Klein
Calvin Klein, the powerhouse in luxury fashion, knows their way when it comes to influencer marketing! They’ve got a fantastic ability to tap into influencers’ creativity and connect genuinely with their audience.
Calvin Klein didn’t just run typical influencer campaigns – they let YouTubers, celebs, and content creators spill some personal details. The perfect recipe for building a real connection with their fans.
One standout move? Calvin Klein released a YouTube series, “In bed with…,” during their 2019 Christmas and New Year influencer campaign. Celebrities like Kendall Jenner and Emma Chamberlain are seen getting ready for a holiday party hosted by Calvin Klein. They reveal all sorts of personal details, from bedtime routines to dream travel spots, all while wearing their CK favorites.
Getting these influencers to open up creates a sense of real connection and authenticity, which paid out. The Christmas influencer campaign was a hit, reaching over 3 million views on just one video.
ASMR + Advent Calendar + Cosmetics = Elf Cosmetics
E.l.f. Cosmetics, a seasoned player in remarkable social media campaigns and influencer collaborations, occasionally turns to proven strategies for boosting brand awareness and driving sales. In the spirit of the holidays, the brand hit the mark with an Advent calendar giveaway campaign last year.
The twelve-day influencer-based campaign was a festive promotion aimed at showcasing E.l.f. Cosmetics’ holiday collection and a dedicated Advent calendar. Each day brought a new giveaway, building excitement and anticipation for the upcoming line.
To generate buzz, E.l.f. Cosmetics employed a series of short videos crafted by influencers. These videos offered an ASMR-style view, featuring influencers delicately retrieving adorable miniatures of their cosmetics from the Advent calendar. The result? A resounding success!
The short-format videos not only captured the attention of the creators’ audiences but also allowed the brand to present its products in a highly engaging and memorable manner.
Have a look, or a listen:
King of the Game - JD Sports
JD’s ‘King of the Game’ Christmas Ad for 2022 arrived, featuring stars like Chunkz, Central Cee, Kano, Ella Toone, and more. The ad invites you into the ultimate JD arcade, blending sports, fashion, and entertainment.
British icons, including Anthony Joshua, Chunkz, and KSI, celebrated the launch, participating in the ‘JD Arcade’ challenges like ten-pin bowling and air hockey. The ad, soundtracked by Kano’s ‘P’s & Q’s,’ captures the spirit of competition and the magic of Christmas, showcasing a star-studded lineup engaging in festive fun.
Nadia Kokni, Global Group Marketing Director at JD, highlights the brand’s commitment to youth culture, making ‘King of the Game’ a festive celebration that solidifies JD’s undisputed position during the Christmas season.
Let's shine a spotlight on some captivating holiday campaigns
Now, let’s shine a spotlight on some captivating holiday campaigns that, while not exclusively with influencers, are undeniably enchanting and noteworthy.
A slice of festive humor - Domino’s Pizza
In the world of holiday campaigns, Domino’s combines all the perfect things with its short, sweet, and humorous approach.
The catchy “DOMIN-OH-HOO-HOO” signature signoff is not only memorable but also adds a playful touch to the marketing ad. It’s the kind of video that leaves you craving a slice of Domino’s festive pizza.
A Twist on Christmas Hosting - IKEA
Among IKEA’s ingenious marketing strategies, their Christmas campaign stands out for its relatability.
Tapping into the common hesitation people feel about hosting Christmas parties at home, the ad demonstrates how a few quick tweaks can transform spaces and give them a refreshing feel for festive gatherings. The icing on the cake? Stuffed animals singing a rap song, injecting a delightful and humorous twist into it.
Sips of emotion - Coca-Cola
This campaign masterfully captures the heart of Christmas, showcasing the touching theme of selflessness, particularly resonant for fathers and daughters. Just as a devoted father would go to great lengths to fulfill his daughter’s Christmas wishes, the ad beautifully illustrates how Coca-Cola similarly strives to meet the desires of its consumers.
The emotionally charged message sets a high standard for what effective emotional marketing should achieve, earning it a well-deserved spot among the top Christmas campaigns.
Kevin the Carrot - Aldi
Throughout the years, Aldi’s marketing strategy has skillfully cultivated our affection for Kevin the carrot.
Aldi’s Christmas campaigns have achieved the remarkable feat of personifying and giving distinct character to Kevin, making viewers resonate with his desires, whether it’s for champagne, turkey, or special party foods.
Aldi’s exemplary Christmas campaigns serve as a prime illustration of humanized marketing. They stand as a valuable reference for anyone looking to inject character and relatability into their Christmas marketing campaigns. If you have some minutes to enjoy human advertising, here’s almost every single Aldi Kevin the carrot Christmas tv advert from 2016-2020.
‘They’re coming, be ready’ - Argos
Argos’s Christmas advert, joyfully welcomed the return of festive celebrations for everyone. The ad beautifully captured the chaos of a small family meal evolving into a lively party, with friends, neighbors, and excited kids joining the celebration.
The ad showcases a diverse crowd descending on a home. As the couple braced for the crowd, a message hinted at being ready for the festivities with Argos. It served as a heartwarming reminder that Argos had everything to make that Christmas extra special. You can relive the full ad here:
Walking in a winter Slumberland - Casper and Netflix
Even when our holidays are filled with delightful desserts, this last world spelled backwards is also true: we get stressed.
“Take a break from holiday stress and step into Slumberland” Casper, known for its innovative sleep solutions, decided to go beyond the typical Christmas festivities with a comprehensive holiday marketing message.
To engage with holiday shoppers, Casper collaborated with Netflix to showcase the “Slumberland” film through regional ticketed screenings and virtual platforms, dubbing it “The World’s Largest Slumber Party.” The event welcomed families and children of all ages, encouraging them to don their coziest pajamas.
Attendees enjoyed snacks, refreshments, and surprise giveaways courtesy of Casper and Netflix.
This initiative had a clear goal: to provide shoppers with a refreshing escape from the challenges of the holiday season.
Finding the Right Influencer Fit for Your Brand
Finding the right influencer involves looking beyond follower count and engagement rates. Brands should consider the influencer’s content style, values, audience demographic, and how well they align with the brand. A good brand-influencer fit leads to more authentic endorsements and better campaign performance. If you’re looking for the right influencer, we’d love to help. Contact us and we’ll craft a plan tailored to your needs!
Reflecting on the influence of holiday campaigns, it’s clear that influencers have become integral to the success of marketing strategies during the festive season.
Their ability to create authentic connections with audiences, tell compelling stories, and promote diversity has reshaped the landscape of holiday marketing. Looking ahead, the future of influencer marketing in the holiday season will continue to evolve, with an even greater emphasis on authenticity, creativity, and inclusivity.