We’ve had a tear in our eye watching the John Lewis Man on the Moon, giggled at the Lidl School of Christmas and gasped as that clumsy Mog getting himself in a real pickle. Of course, we’re talking about the Christmas adverts that are flooding onto our TV.
For many it’s not ‘officially’ Christmas until they see the Coca-Cola advert and it’s become a tradition to eagerly anticipate what track John Lewis have chosen to accompany their advert.
But we’re talking about big festive marketing campaigns, with huge budgets that mean they can afford to advertise in prime time slots during X Factor and Downton. We love these marketing campaigns and the warm, festive feeling they give us but surely they’re out of reach for the vast majority of brands?
The John Lewis ‘Man on the Moon’ campaign, with all facets (app, print advertising, TV slots) included, cost a whopping £7 million. On track with their usual Christmas spend but still an undeniably big figure.
So, without this price tag, is there anything the rest of us can learn from the big Christmas campaigns this year? I’ve picked out a few that we love in the office here at Media Matters and included a couple of takeaways for every brand:
House of Fraser’s You Don’t Own Me
To start with a Christmas campaign that’s not been spoken about in the press so much, or seen on every prime time TV slot, the House of Fraser campaign dubbed an ‘antidote to the festive fuzzy’ campaign is on our list for a few reasons:
1) They’ve debuted the campaign on Instagram
Instagram is the home of visual content and the platform is growing with 400 million monthly active users. House of Fraser’s decision to launch their Christmas campaign on Instagram is fitting for the messaging of the campaign. The campaign calls for everyone to play by their own rules this Christmas and Instagram is the home of self-expression!
Ultimately, successful marketing is about telling a great story, it’s about having a creative idea and then using the right platform to express it. House of Fraser have done exactly that with this year’s campaign.
A video posted by House Of Fraser (@houseoffraser) on
2) They know their audience
Appealing to a younger, fashion-conscious demographic House of Fraser has chosen a message that steps away from the norm. It’s attention grabbing and promotes independence – a hot topic amongst their audience. The music – ‘You Don’t Own Me’, by Grace, featuring G-Eazy – for the ad also matches the feisty, independent message. It goes without saying how important knowing your audience
3) They know the importance of video content
Video content, when done right, is a quick win on social media. But professionally produced videos can take time and a fair bit of budget to create. Sainsbury’s have shown how easy it can be to create effective video content that’s engaging and reactive. For example, they recorded the reactions children had when watching the advert – a quick way to put a smile on people’s faces!