The holiday season brings an abundance of festive ads: jingles, snowflakes, and the usual flurry of cheerful messages. With so many brands vying for attention, it can be tough to break through the noise and genuinely connect with your audience. The key to standing out isn’t just about being louder – it’s about being real, relevant, and engaging.
To help your brand make a memorable impact this holiday season, here are five tips from our copywriter Jo Berthelot to elevate your holiday content.
1. Tap into authenticity
When your holiday campaign feels real – reflecting genuine emotions and relatable experiences – it resonates deeply with people. Consumers today want to connect with brands that show heart and humanity.
In a world full of picture-perfect, overly polished campaigns, authenticity feels like a breath of fresh air and creates an emotional bond that’s hard to ignore. It’s about showing a little heart and letting your audience see the real, imperfect magic behind your message.
Who does this well?
Tesco’s 2024 Christmas ad beautifully captures authenticity through a heartfelt story of a grandson and grandfather struggling to keep the Christmas spirit alive after losing someone dear to them. By the end, they bring warmth and connection back to their holiday, finding joy in honouring her memory. The ad resonates deeply by showing the power of small, genuine moments to heal and rekindle the festive spirit.
2. Create the nostalgic ‘feels’
Nostalgia is a powerful tool, especially during the holidays when people naturally reflect on their most cherished memories. By tapping into these moments, you can stir warm emotions and make your brand feel like part of those traditions. However, balance is key – while nostalgia brings comfort, your content should also feel fresh and relevant to today’s audience.
When done right, it bridges generations, connecting both younger and older audiences through shared memories and experiences, transporting them in time, and reminding them of what’s truly important during the holiday season.
Who does this well?
John Lewis’s Christmas ad takes a deeply nostalgic approach this year, telling the story of two sisters and their lifelong bond. The ad weaves together memories of childhood festivities with present-day moments, as one sister searches for the perfect gift to capture their shared history. Through tender scenes and emotional storytelling, it highlights the warmth of family traditions and the magic of thoughtful giving.
3. Bring the funny or whimsical
The holidays are all about joy, making it the perfect time for campaigns that embrace humour or whimsy. While nostalgia is a popular winner, a lighthearted approach can make your message memorable and add that extra touch of difference, entertaining your audience while creating a positive connection with your brand.
Who does this well?
Waitrose’s Sweet Suspicion brings humour to the forefront with a playful holiday ‘whodunnit’ mystery. Moving away from more sentimental ads, it follows a family trying to uncover the culprit behind the mysterious disappearance of their Christmas pudding. Packed with quirky characters (Joe Wilkinson – yes!), humorous twists, and festive mischief, the ad keeps viewers entertained while showcasing Waitrose’s delicious holiday treats.
4. Embrace immersive experiences
Break away from traditional ads by creating immersive, multi-platform experiences that offer customers something special. Instead of just delivering a passive message, immersive content can invite your audience to actively participate, whether through interactive digital campaigns or engaging real-world events.
This approach makes the experience feel more personal and connected, encouraging deeper engagement. It’s about creating an experience that goes beyond the screen and leaves a lasting impression, boosting brand recall long after the holidays are over.
Who does this well?
Starbucks’ Drink In, Breathe Out campaign encourages viewers to pause amidst the holiday rush and savour a moment of calm over a warm drink. This message extends across channels with the Festive Finds app feature, where customers can unlock daily rewards like free drinks and discounts by completing challenges. By connecting the message of taking a break with tangible rewards, Starbucks creates a cohesive and immersive experience.
5. Champion purpose-driven messages
The holidays are a time of giving, and campaigns that align with a meaningful cause can make a lasting impact. Consumers today are increasingly drawn to brands that use their platform for the greater good. A purpose-driven approach demonstrates that your brand cares about more than just selling products – it stands for something that matters, creating a deeper connection with customers.
Who does this well?
O2's 2024 Christmas ad shines a spotlight on data poverty, focusing on the brand’s efforts to provide free data to those without internet access. Through its partnership with the National Databank, O2 ensures that people can stay connected during the holiday season. The campaign also emphasises O2’s commitment to social responsibility by donating 10GB of data with each new plan purchased, showcasing how a brand can use its platform to make a meaningful, positive impact.
These five strategies emphasise connection, creativity, and relevance – key elements to standing out during the holiday season. By incorporating them into your campaigns, your brand can create memorable content that not only captures attention but also leaves a lasting impact long after the season ends.
