33 min read
| November 29, 2024
The holiday season is a prime time for influencer marketing. Thanksgiving and Christmas in particular, offers a unique opportunity for brands to connect with audiences through meaningful and relatable content. With consumers spending more on festivities and gifts, influencer campaigns during this season can deliver impactful results when done thoughtfully.
Let’s explore some successful examples, actionable strategies, and the importance of planning for your holiday campaigns.
Why Holidays Are Goldmines for Influencer Marketing
In 2023, Thanksgiving saw a $2.4 billion surge in grocery spending alone. Pair this with insights showing that shoppers plan to increase their holiday spending by 8%, and it’s clear that brands have a lucrative opportunity to engage consumers through influencers. The key is aligning campaigns with the themes of gratitude, family, and celebration that define the season.
But how do you stand out in the crowded holiday marketplace? The answer lies in crafting authentic, memorable campaigns with influencers who resonate with your audience, but don’t expect exclusivity on the creator’s side, it’s a busy time for them.
1. Coca-Cola’s “A Recipe for Magic” Campaign: A 2023 Triumph Meets the AI-Driven Controversy of 2024!
Coca-Cola tapped into the universal language of food and family with itsThanksgiving 2023 campaign, blending cultural celebration with product placement. TikTok influencer Sarah Kim created content featuring her Korean Thanksgiving feast alongside Coca-Cola, weaving in personal and cultural storytelling. The video garnered over 9 million views and a 5.64% engagement rate, resonating deeply with audiences.
Sarah’s content celebrated the diversity of Thanksgiving traditions while making Coca-Cola relatable across cultures. The campaign also included other influencers and celebrity chefs and over 750 local food influencers globally, generating 20 billion social media impressions.
Holiday Season Pro Tip: Embrace cultural diversity and storytelling to forge deep emotional connections. Campaigns like Coca-Cola’s show that blending tradition with relatability creates universal appeal.
However, this year's Coca-Cola's foray into AI-driven advertising this holiday season sparked heated debate, as its iconic holiday ads were reimagined with generative AI technology rather than humans or even influencers. The campaign, paying homage to the beloved “Holidays Are Coming” series, featured hyper-realistic visuals of Santa, snow-laden towns, and the brand’s signature red trucks—all stamped with the disclaimer “Created by Real Magic AI.” While the company emphasized the blend of "human creativity and technology," the public reaction leaned heavily toward criticism, with many lamenting the loss of the classic, heartfelt charm.
This controversy raises broader questions about the role of AI in marketing. While AI can produce fantastical, visually stunning content, does it compromise the authenticity and emotional resonance that consumers cherish during the holidays? Coca-Cola’s campaign, however polarizing, underscores the delicate balance brands must strike when blending tradition with technological advancements.
2. Lidl’s Festive Freeway Truck and Song
Lidl’s 2024 holiday campaign featured the Christmas Freeway Truck, a nod to Coca-Cola’s iconic truck ad. The Lidl truck toured the UK, stopping in cities to distribute festive gift boxes and engage families with local influencers.
Yorkshire mom influencer @jen_and_her_tribe_of_7 became a campaign highlight, generating a high engagement rate with relatable content featuring her family’s experience at the truck event. Lidl also launched a festive song and encouraged UGC, combining local, viral, and community-driven marketing.
Key Takeaway: Local influencer collaborations paired with experiential marketing events create authentic connections and inspire organic content, boosting campaign longevity.
3. Shein’s Pre-Holiday Push with Affiliate Influencers and 2024's "Shein Finds Christmas"
In 2023, Shein’s Thanksgiving campaign successfully leveraged affiliate marketing to amplify its reach and drive conversions. Influencers like Yasmin Mendoza (@yasminnmendoza) took center stage, sharing trendy holiday outfit ideas through engaging Reels and exclusive discount codes. This approach sparked excitement ahead of Black Friday while delivering impressive results.
Building on this success, Shein’s 2024 “Shein Finds Christmas” campaign is already proving to be a major driver of holiday spending. The campaign enlists influencers across all tiers, from nano to mega, showcasing Shein’s incredible range of affordable products—many of which rival big-name brands in style and quality. Creators are highlighting Shein’s core message: “You can buy more for less,” a sentiment that resonates strongly during the holiday shopping season.
This unified push, featuring diverse influencers, has expanded Shein’s reach and tapped into the collective holiday spirit, making the campaign an early standout.
4. Waitrose’s Instagram Influencer Event and “Whodunnit” Campaign
Waitrose brought a touch of class to its holiday marketing with a 2024 Christmas influencer event held at a castle on Brownsea Island. Micro-influencers were invited to a lavish Christmas dinner, which became a hub for content creation, driving authentic engagement and showcasing the brand’s premium offerings.
Simultaneously, Waitrose launched its “Whodunnit” ad campaign centered around a stolen pudding. Influencers like Mollie Pearce (105K followers) built anticipation for the ad’s reveal, creating fun, interactive content and inspiring user-generated content (UGC) around the mystery.
Key Takeaway: Combining influencer events with interactive campaigns like the “Whodunnit” story can amplify brand reach and foster UGC, enhancing engagement across platforms.
Holiday Campaign Strategies for Brands
1. Leverage Recipes, Tablescapes, and DIY Content
Food, decor, and creative DIY content dominate holiday social feeds. Whether it’s festive tablescapes featuring your brand or influencers showcasing how your products can enhance the Thanksgiving or Christmas experience, this type of content is visually appealing and highly shareable.
Pro tip: Partner with influencers to create recipe tutorials, cocktail-making videos, or decor inspiration using your products.
2. Highlight Gratitude and Personal Stories
The holiday season is perfect for gratitude-themed campaigns. Encourage influencers collaborating with you to share personal stories about what the holiday means to them and how your product fits into their traditions.
For instance, a beauty brand could collaborate with influencers to share self-care routines during the busy holiday season, tying in the idea of gratitude for health and well-being.
Use Local Influencers for In-Store Campaigns
While online shopping dominates, in-store experiences are making a comeback. Use local influencers to promote exclusive in-store offers or events.
Small businesses can partner with local influencers to host a cozy holiday event, featuring limited-edition holiday products.
Trends to Watch This Holiday Season
1. The Rise of Nano and Micro-Influencers
Consumers trust smaller influencers for their authenticity. These creators excel at driving engagement and making your brand relatable.
2. Focus on Sustainability
Consumers are increasingly drawn to brands with eco-conscious practices. Partner with influencers to highlight sustainable packaging, local sourcing, or charitable holiday initiatives.
3. Embrace Mobile-First Content
With 66% of Cyber Week conversions happening on mobile, ensure your campaigns include mobile-optimized content, like TikTok videos or Instagram Reels, to maximize reach.
Final Thoughts
The holidays are the perfect time to combine the reach of influencers with the emotional resonance of the holidays. From recipes and storytelling to discounts and DIY content, the possibilities are endless. Plan ahead, collaborate with authentic creators, and focus on building campaigns that truly connect with audiences during this magical time of year.
