Keeping seasonality in mind for your marketing campaigns and social media efforts is always a good idea – but with the inundation of holiday related marketing, advertisements and retailer push to get people in the door and spending money, it can be difficult to design a campaign that sticks out and gains attention this time of year.
That being said, the holidays are all about connecting with people, sharing traditions, and building memories so it’s only natural that social media has become an integral part of the holiday season, and is even enhanced this time of year. As I wrote earlier this year, Thanksgiving recently became a record breaking event on Instagram, and the upcoming holiday season is sure to bust that previous set record.
Here are a few examples of memorable holiday social media campaigns:
Sephora has long been among the leading brands willing to get creative with their digital and social campaigns. In 2009, Sephora launched their Twitter and Facebook based Sephora Claus campaign The popular beauty emporium enticed fans to tweet their holiday beauty wish list (up to $150 for the Sephora.com website) on Twitter with the #sephoraclaus hashtag.
The beauty company then granted one wish per day for 30 days. The campaign garnered 50,839 tweets over the course of the month.
Sephora created a dedicated microsite that turned tweets into falling gift tags and kept track of both the number of wishes and the number of wishes granted. The use of @messages as a form of entry helped make the campaign visible.
The Sephora campaign was successful because the method of entry was super simple and the awarding of wishes was fun and whimsical. It also was successful in that it got lots of people talking about what they wanted from Sephora right around the holiday buying season – allowing their consumers to tweet product names and help drive marketing efforts.
Old Spice MANta Claus
Old Spice has had man social media wins in the past couple of years (they made our list last year as one of 2011’s best social media campaigns, ads, websites and videos), and 2011’s MANta Claus campaign featuring Isaiah Mustafa was no exception.
The concept of the campaign was that Isaiah would promise to buy gifts for all 7 billion people on earth—one at a time. The campaign kicked off with videos posted to YouTube addresses to specific Twitter accounts (@beautyjunkies, 25 of his closest internet friends, city of Baltimore, and Australia)
The campaign also included social media outreach on Facebook and Twitter and even a print ad component and local television spots.
The cross platform campaign was a huge success, with the YouTube videos garnering millions of views, high social media engagement and sharing rates and even exposure in the mainstream media.