Holidays on Repeat: What Makes a Holiday Campaign So Good It Comes Back Every Year?
While toys this holiday season get more and more tech savvy, many nostalgic toys are seeing resurgence in popularity. Classic toys that once experienced a heyday; such as Cabbage Patch Dolls, Easy Bake Ovens and Hot Wheels; have done well in recent years with retail experts anticipating another strong Christmas season for these tried-and-true gifts.
What’s driving the trend behind the newfound popularity with throwback toys? Millennials, who are now becoming new parents, could be driving it. While this generation values technology, they are also known for being family centric. This means that because they value the family unit, they may be more inclined to purchase gifts that they remember fondly from their own childhood that offer an escape from their digital worlds.
Or, the reason could be that history tends to repeat itself, even in the marketing world.
Starbucks: Kindling Holiday Spirit Since 1997
It’s red. It’s jolly. It only comes around during the holiday season, and no it’s not Santa.
When Starbucks released its first holiday cups in 1997, the idea was to build excitement for the holiday season. Needless to say, Starbucks has done more than build excitement; it has become a tradition for many to kick off their holiday season.
Starbucks Red Cup
So how has Starbucks managed to insert itself as a holiday tradition, year after year, and still remain relevant to adoring fans? For starters, its timing could not be better. Red cups make their debut on the first of November, which for some includes a visit to Starbucks to sip off a Halloween hangover with black coffee. For many, this is the first interaction they will have with the holidays, and it signals to the festivities to come, and that powerful feeling is courtesy of Starbucks.
Starbucks Red Cup
Starbucks also created seasonal flavors, which have also become a holiday favorite. By enhancing flavors that the chain carries year-round with tastes of the season, they’ve developed a recipe for success. Why sip an ordinary mocha when you can spice it up with peppermint? A vanilla latte is enjoyable treat in the morning, but throw some gingerbread seasoning in there, and you can taste Christmas.
“The idea for the theme of this year’s holiday, “Let there be bright,” came from Stephanie Vandenack, a writer on Starbucks Creative team and copy manager for holiday.”
(http://news.starbucks.com/news/starbucks-red-cups-return-for-the-holidays)
Through encouraging a visit at the first hint of the holidays mixed with intriguing and memorable flavors, Starbucks has become synonymous with the spirit of the season. This perfect blend of efforts makes for a repeatable campaign that resonates on a deep, emotional level with consumers.
The Holiday Season: Elf Yourself from OfficeMax
Is Elf Yourself the best digital marketing campaign of all time? It very well might be. What began as a holiday season advertising campaign for OfficeMax has now become an annual tradition for millions. And let’s be honest, you’ve probably chuckled at the sight of your coworkers’ faces plastered on the bodies of dancing elves at least once or twice.
Elf Yourself
The campaign first launched in 2006 with a holiday-themed website created with a smaller budget than the cost of a 30-second ad. The original release, which featured only one elf, received over 36 million visits in five weeks with 11 million elves created, garnering the attention of media such as CNN and The Today Show. Since then, viewership and the number of elves created each year continues to rise, and OfficeMax has added social elements, mobile apps and new dance themes
.VIDEO: http://www.elfyourself.com/?mId=61428367.3http://www.elfyourself.com/?mId=61428425.3
So what’s the secret behind this incredible success? With a little bit of personalization and shareable content mixed with an annual tradition, OfficeMax has made the consumer the star of a campaign they look forward to every year. Take a lesson from OfficeMax’s out-of-the-box thinking and your next holiday campaign might just have its own float in the Macy’s Thanksgiving Day Parade.
Elves
For brands, nostalgic toys represent an opportunity not only in the short term to push these products because they’re on trend, but to remember that preferences with consumer products often come full circle. Just like marketing campaigns that show the potential of repeatability like Elf Yourself and Starbucks’ red holiday cups, a product that was once popular in years past may have profitable future once again. They key is for consumer product brands to understand where a product falls in that timeline, and consider a reintroduction it when it will be well received.
