As we head into the holiday season, brands are navigating a critical period where consumer sentiment is high, competition is fierce, and the opportunity to make a lasting impact is unparalleled.
Building on our latest trends and Brand lift measurement insights, here’s how you can elevate your holiday advertising strategy for 2024.
Holiday magic: The secret to emotional engagement
The holiday season remains a unique opportunity for brands to connect on a deeper level with their audiences. Our Brand lift data confirms that Ad Likeability and Consumer Interest both rise by +4 points during this time compared to the rest of the year. Campaigns that tap into the holiday spirit with creative storytelling and immersive visuals can capitalize on this increased receptivity.
For inspiration, consider Coca-Cola’s “Real Magic” campaign, which has consistently used emotionally-driven storytelling to unite global audiences. By focusing on togetherness and shared joy, Coca-Cola created a brand narrative that resonates deeply with consumers while reinforcing their iconic status.
💡Use emotional triggers like nostalgia, family, and generosity to craft memorable campaigns that inspire and delight. Retail, culture, and leisure brands, in particular, can shine with dreamy, aesthetically pleasing visuals that bring their offerings to life.
Precision drives performance: Shifting objectives for the holidays
Holiday campaigns must prioritize precision to stand out in this crowded market. While Brand Familiarity tends to dip by -2 points, Specific Brand Image rises by +4 points, making this the perfect time to sharpen your messaging and address key consumer pain points.
Specific Intent campaigns—those aimed at driving measurable outcomes like store visits or product consideration—outperform broader branding objectives by +3 points.
A standout example is Amazon’s “Joy Ride” holiday ad, where three elderly women transform a simple sledding idea into a heartwarming adventure. The ad follows them as they order sleds via Amazon and relive the carefree joys of their youth, laughing and embracing the holiday spirit. It showcases Amazon as an enabler of memorable experiences, positioning the brand as integral to creating magical moments for all ages.
💡Set clear, measurable goals for your campaigns. Focus on Specific Intent objectives to drive conversions and maximize ROI during this end-of-funnel period.
Media that convert: The ultimate conversion trifecta
When choosing formats, the numbers speak loud and clear: Display, Online Video (OLV), and DOOH deliver the best results. Together, they create a trifecta of visibility, engagement, and conversion.
- DOOH excels at driving Specific Intent (+10 points) and Purchase Intent (+12 points), making it the star of the season.
- OLV and DOOH lead in driving Consideration (+3 points) and Preference (+5 points), giving brands the tools to build momentum and move consumers down the funnel.
💡Diversify your media mix to maximize reach and impact. Use DOOH for hyper-targeted, high-impact messaging that captures attention in real-world settings, while OLV and display amplify your reach online.
Creativity + Strategy = Standout holiday campaigns
The holiday period is more than just a time for ads; it’s an opportunity to solidify brand’s role in the lives of your audience. Creative, experiential campaigns that are paired with clear objectives and the right media formats can turn fleeting attention into long-term loyalty.
As we look ahead to 2025, stay ahead of the curve by drawing lessons from the successes of brands that have mastered the holiday game. This season, ensure your campaigns don’t just meet the moment—they define it.
Source: Happydemics benchmarks
