Christmas campaigns: it’s all in the storytelling
Tags: Marketing Strategies, Business Development, Marketing, Business Strategy, Business

The way audiences are engaging with television is changing — not so much the number of people watching TV but the viewing experience. With many consumers now shifting to multi-screen viewership, such as streaming or using YouTube, many brands are now building TV campaigns that work across multiple platforms, formats and devices. And Christmas adverts are no exception.

However, while the likes of the usual Christmas campaign suspects — John Lewis, Aldi and Tesco — have kept up with the trends and different routes to market, this year, several other big brands have also joined the competition…

Branston pickle

Highlighting the role food can play in bringing people together, Branston takes us on an emotive journey, ending on a jar of pickle wrapped up in a box. The campaign — named ‘Hit of Home’ — centres on how Branston has a unique connection with home for many people and the role the brand plays in British culture. A simple but effective advert debut.

B2B takeaway: Storytelling plays an invaluable role in building brand loyalty. Bringing to life the role your product or service plays and the positive impact it has helps to create an emotional connection.

Sports Direct

For the first time in its history, Sports Direct has unveiled a new Christmas advert focused on the celebration of sport and fitness. In a bid to elevate the brand’s retail position in 2021, this edgy and fast-moving advert is coined ‘Sports Starts Here’, aimed at presenting Sports Direct as the ‘ultimate sport and fitness destination on the high street’.

B2B takeaway: Where does your brand or product fit within your industry? What can you celebrate? By associating your brand with industry milestones or achievements you celebrate success. Just don’t forget to always include a punchy USP that aligns with the overall messaging in this approach.

O2

Dropping its first-ever Christmas advert, O2 follows a heart-warming story about the power of imagination and the importance of connections when we might not be with the people we love. Full of Christmas magic and easy to watch, the ad also promotes the offers O2 has at the moment, such as Disney+.

B2B takeaway: Always reinforce what your product delivers and why that matters — case studies and the customer experience will bring your product to life in a very effective way.

Nutcracker takeaway

For B2B brands, it may not feel as easy without such large production and marketing products, however with cost-effective and cheaper routes, clever well-thought-out seasonal campaigns can be very effective, especially when executed in a very targeted way. With the right storytelling strategy, a Christmas campaign will help you strengthen customer or client relationships rather than weaken them. This doesn’t mean you have to follow in Marks & Spencer’s footsteps with a tear-jerking advert, but it can often be perfect time to get your prospect and customers attention.

This could be as simple as a 12 days of Christmas countdown on social media that is backed up by a strategic email and LinkedIn lead generation campaign; a new CSR scheme that you can share with your database; or an email campaign focused on customer appreciation over the festive season. Ice skating with a robot won’t make consumers connect with your B2B brand, but personalisation and authenticity will.

Email Nutcracker on hello@nutcrackeragency.com to discover how to bring your brand to life at Christmas and all year round