The Marketeers‘ cheat sheet for Christmas
In the flood of holiday offers, it's essential for brands to differentiate themselves and establish real emotional connections with consumers. How to do this? Read Madhura Mukherjee's cheat sheet on how to win the hearts of consumers.
It is the season of selling feelings
Amidst the flurry of festive deals and promotions, it´s crucial for brands to rise above the noise by forging genuine emotional connections with consumers. While discounts are fleeting, the enduring value lies in how deeply you resonate with your audience, fostering long-term brand loyalty and mental availability. Now more than ever, this season is about embracing and celebrating the authentic, the real, the raw and the heartfelt emotions that make Christmas truly special. What sets you apart from competition is the power of your connection with the festive hearts of your audience and here is a marketeer´s cheat sheet to navigate the hearts the right way.
Being their partner in prep
Christmas starts way before Christmas when everyone is preparing for Christmas. This preparatory phase is about more than just logistics - it´s an experience in itself, filled with the joy of selecting thoughtful gifts, planning festive gatherings, arranging stunning decorations, and perfecting culinary delights. During this time, brands have a unique opportunity to become trusted allies by offering personalized shopping experiences, curated dinner recipes, and tailored entertainment options. Amazon, for example, becomes a Christmas partner by offering an endless variety of gifts, decorations, and holiday essentials with fast delivery. Campaigns like Marks and Spencers´ “Believe in Magic and sparkles” campaign followed two fairies spreading festive cheer and helping families prepare for Christmas, from decorating homes to finding the perfect gifts. It portrayed M&S as a magical partner in turning Christmas dreams into reality.
Taking off the pressure of perfection
While Christmas often looks picture-perfect, it´s the countless little goof-ups behind the scenes that truly make the season memorable. These imperfect moments - burnt cookies, tangled lights, or last-minute gift mishaps - bring joy and relatability to the holiday chaos. Brands that capture this authenticity can forge a stronger connection with consumers by embracing the humor and charm of real-life Christmas. For example, Tesco´s “Turkey, every which way” showcases a series of relatable Christmas kitchen disasters, from undercooked turkeys to burnt potatoes. It humorously embraces the chaos, reassuring viewers that Tesco can help no matter what goes wrong.
Christmas needs to be for all
Christmas isn´t just for a select few - it´s a celebration for everyone, no matter their age, ability or background. The true spirit of the season lies in inclusivity, and stories that reflect the diverse ways people experience Christmas resonate more deeply with audiences. For example, Microsoft´s “Reindeer Games” ad showcased a young boy creating a custom controller so his friend with disabilities could join their Christmas gaming fun. It´s a heartwarming reminder that when brands embrace inclusivity, they reflect the universal joy and togetherness that Christmas represents.
The season of self care
Christmas is often about giving to others, but it´s also about giving yourself the gift of care. Amid the holiday hustle, it´s easy to get lost in the chaos - yet taking a moment to pause, reflect, and recharge can make the season even more meaningful. Ikea´s campaign “Take a holiday from the holidays” taps onto this insight and encourages people to slow down and savor the joy of the season. It could also be gentle reminder that self-care is a gift worth giving.
Making of the green Christmas
Christmas brings joy and abundance - but also waste. A fresh take would be to grab the opportunity to celebrate meaningfully while keeping sustainability in mind. Lush, for example, has executed the “Naked lush” campaign highlighting its packaging-free products, such as soaps and bath bombs. The ads were playful and colorful, showing how gift-giving can be luxurious yet plastic-free.
Christmas for the good
As the season of joy fills the air, hearts naturally soften, and a quiet urge to spread that joy emerges. It´s as if everyone carries an invisible “goodness budget”, ready to be spent on acts of kindness. This unique moment, when generosity becomes contagious, is a powerful opportunity to channel collective goodwill into meaningful change.
Amazon´s iconic “Deliver a Smile” campaign have tapped into this spirit while supporting children in need.
Amazon made it easy for people to contribute to causes they care about during the holidays, turning seasonal warmth into lasting impact.
Christmas is the season of meaningful connections - a time to bridge hearts, spark joy, and create shared moments of celebration. For brands, it´s not just about festive campaigns; it´s an opportunity to become part of the story, spreading the magic of togetherness in a way that resonates deeply. This is the moment to not just reach audiences, but to truly connect with them. Merry Christmas!
