Every Christmas, marketing campaigns flood inboxes and social media feeds with snowflakes, Santa hats, and tired slogans. While Christmas campaigns are an essential part of the marketing calendar, they often leave people rolling their eyes rather than interacting with your business.
The challenge is to deliver a fresh perspective while still celebrating the festive season in a way that resonates with your audience. Here’s how you can create original campaign copy that feels authentic and memorable.
Focus on your audience, not the season
While it’s tempting to dive straight into holiday themes, successful campaigns begin by understanding the mindset of your audience.
Start by considering what your audience needs at this time of year. Are they stressed about gift-buying, planning events, or managing tight budgets? Understanding their priorities allows you to create messages that are both relevant and helpful.
Instead of recycling generic seasonal sentiments, address a specific need. If you offer a delivery service, highlight convenience: “Get your gifts sorted without leaving the house.” Or, if you sell products, emphasise the benefits they bring to your audiences’ daily lives.
Ditch the overused phrases
Phrases like “Making spirits bright” and “Winter wonderland” are everywhere. And while they may feel safe and familiar, they often feel repetitive. Instead, think about ways to communicate your festive message without relying on predictable wording.
For example: Instead of saying “The perfect gift for everyone,” try “Thoughtful gifts for even the hardest-to-please.”
Experiment with visuals
Holiday campaigns often default to the same bog-standard imagery that can easily blur into the background. To stand out, rethink the visuals that accompany your message.
Consider using:
- Bold colour schemes that differ from standard red, green, and gold.
- Minimalist or modern designs that cut through the visual noise of festive clutter.
- Creative concepts that highlight your brand without relying on seasonal motifs.
This approach doesn’t mean abandoning all festive references, but instead using them sparingly to make more of an impact.
Tell a story that connects emotionally
Christmas marketing works best when you focus on storytelling, especially when those stories evoke genuine emotion. Instead of crafting generic sentiments, look for meaningful stories your audience can relate to.
For instance, if your brand supports local suppliers or gives back during the festive period, share that with your audience. Stories about the impact your work has had, whether for customers, employees, or the community, can resonate strongly.
Alternatively, focus on how your products or services create meaningful experiences, like bringing families together or simplifying everyday life.
Embrace humour and unexpected tones
While Christmas is traditionally associated with warmth and nostalgia, adding a playful tone to your campaign can make it more engaging. A well-placed joke, clever wordplay, or an unexpected angle is what will get your campaign noticed in a sea of similar messages.
A clothing brand could feature a campaign about holiday mishaps: “For when the jumper Grandma bought isn’t quite your style.” Similarly, a retailer could use wit to address classic gift-giving frustrations: “For the cousin who already has everything – except this.”
Keep inclusivity in mind
It’s important to remember that not everyone celebrates Christmas. Being inclusive in your language and imagery can help your campaigns resonate with a wider audience.
Simple tweaks, such as focusing on “the festive season” instead of Christmas, or talking about celebrations, connections and shared moments without focusing on one holiday. For example, instead of “Merry Christmas,” you might say “Making this festive season brighter for everyone.”
Focus on what makes your brand different
The festive season is crowded with marketing messages. The best campaigns use the opportunity to remind audiences of what makes their brand special.
If you’re eco-conscious, talk about sustainability; “Eco-friendly gifts for a greener season.” If you offer bespoke services, show how you personalise the customer experience; “Tailored solutions for a stress-free holiday.”
Make your campaign memorable
Creating standout seasonal campaign copy is all about thinking beyond the obvious. By approaching it in a way that feels original, you can create a campaign that resonates long after the holiday rush.
If you need help creating impactful seasonal messages, our copywriters are here to help. Talk to us today to see how we can help revamp your festive marketing.