Christmas, Easter, Mother’s Day and Halloween are just as much holidays as they are opportunities for your marketing. Seasonal marketing involves devising campaigns based on the holidays and events that punctuate the year.
Why shouldn’t you neglect this type of campaign? During the festive season, your customers or future customers are often actively looking for gifts or promotions. They intend to make a purchase and are open to discovering products in the hope of finding the perfect gift. The festive season is therefore an ideal time to get noticed by people who might be interested in your brand and your products.
Below are 5 examples of seasonal campaigns that caught the eye last year… enough to give you ideas for 2022!
#1 Gaston le chicon – ALDI
Aldi built a campaign around a character, Gaston le Chicon, who shared tips, tricks and recipes for the festive season.
The right choice of character has enabled Aldi to associate its image with a local product and the idea of “chic and inexpensive” holidays.
The campaign was rolled out across a wide range of media: TV and radio adverts, social networks, leaflets, newsletters, an end-of-year magazine, a website and an app. On the website, a landing page features Gaston le Chicon’s Christmas adventure, a free colouring sheet to download, the chance to sign up for the newsletter and product recommendations for the festive season. Gaston le Chicon has even gone so far as to come in person to present the prizes for the competitions organised during the festive season… In short, it’s impossible to miss him!
#2 Virtual egg hunt – LolaLiza
Easter means egg hunts. LolaLiza took advantage of Easter to organise an egg hunt on its website. Eggs were hidden on the home page, the blog and the eShop. For each egg found, a 10% discount was offered. A fun way to boost sales while getting customers actively involved!
#3 Rues effrayantes – Domino’s Portugal
Ordering pizzas from the most terrifying streets in Portugal? That was the challenge launched by Domino’s as part of its Halloween campaign. By ordering via the app from one of the streets listed as “terrifying streets” on Halloween night, Domino’s offered a free pizza for every one purchased.
The aim of the campaign was to highlight the rapid expansion of Domino’s in several Portuguese towns and cities and the extent of the delivery area. Mission accomplished!
#4 Love it or lose it – WWF
WWF has launched its “Love it or lose it” campaign, inviting us to share our love of nature, to mark Valentine’s Day.
The campaign was marked by the release of two videos. The first illustrates the interconnectedness of our relationship with nature, while the second highlights the beauty and fragility of nature, with the soundtrack featuring the re-release of Love Me Tender by K.S. Rhoads (a re-release released at the same time as the campaign, with all proceeds going to WWF).
As well as videos and a landing page, a wide-ranging campaign was run on social networks (Instagram, YouTube, Twitter and Facebook), calling on internet users to share their love of nature with the hashtag #WhyILoveNature.
An event was also organised on 14 February: Race for Love. Across the country, participants and their Valentine were able to run 5km or 10km, using the Charge Running App.
#5 Advent calendar – Standard de Liège
Last year, Standard de Liège celebrated the festive season in an original way, by organising a huge advent calendar on its e-shop. Every day, from 1 to 25 December, you could discover a new promotion or gift on the e-shop! For example, if you visited the e-shop on 14 December, you could take advantage of a free scarf with the purchase of a shirt for the 2021-2022 season.
Are you already thinking about campaign ideas for this year’s festive season? Bear in mind that many brands will also be taking advantage of this period to launch campaigns… So don’t hesitate to go for originality if you want to stand out from the crowd. Offering promotions is all very well, but attracting attention with an original and relevant campaign is even better!
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Valerie is an expert in copywriting and lends her pen to our team of copywriters to produce quality and engaging content. She is constantly learning and specializing in SEA and Social Media Advertising.
