Holiday PR Campaign Strategies: How to Stand Out in a Crowded Season
By Dhruv Rana
The holiday season is the most beautiful time of the year, but it's also the most competitive time of the year for all the brands out there. It is a time to show off your creativity and make an emotional connection with the consumers. Standing out in this crowded market requires strategic planning, innovative ideas, proper execution and the ability to touch the hearts of your audience. Here are some tips to make sure that your brand shows up on the ‘nice list’:
Tip 1: Timing is Everything
One thing that we cannot stress enough - timing is everything! In the competitive world of holiday promotions, timing can be the difference between a successful campaign and one that gets lost in the shuffle. Planning and pitching too early can lead to your pitch not getting enough interest from the media outlets, while launching too late might mean missing out on key opportunities. Knowing the right time to kick off your holiday PR campaign—and how to pace it—is crucial to standing out and maximising impact. Planning early in August and starting the campaign in September is not a new thing in the comms cosmos.
It's also important to understand both media and consumer behaviour. By starting early, you’re giving yourself enough time to do both these things. You may have a fantastic idea for your brand, but will it resonate with the publications you want to feature it? Before pitching, understand what the outlet or a particular journalist is writing about, their demographic and the tone of voice. Journalists also need time to print titles, set up the raffles, advent calendars etc and reaching out to them when they are already knee-deep in the process is not going to help either your brand or the journalists themselves.
On the other hand, early shoppers tend to finish their holiday shopping well before December, and that’s why it is important that your campaigns are already up and running in October followed by constant updates in November to avoid saturation.
Tip 2: Campaigns That Spark a Connection!
Holiday season is a time when the emotions are running high and that is the time when brands can make an authentic and emotional connection with the consumers. Consumers are drawn to genuine, human-centric stories, especially during the holidays. Brands that tell compelling stories can evoke feelings of nostalgia, joy, or connection, making their promotions more memorable.
Take Coca Cola for example. The brand has been running Christmas PR campaigns for decades now, which has created a sense of tradition that resonates with generations of consumers. At this point, we all know how famous those Coca-Cola Christmas trucks are! What initially started as a Christmas advert on TV, eventually came to life when the company decided to start actual tours of real Coca-Cola Christmas themes trucks. Coca-Cola releases official press statements detailing the tour’s locations and dates, along with stories about the campaign’s history and impact. The brand pitches to both national and local media to drive coverage, securing both brand exposure and nostalgia-driven storytelling.
Year after year, the brightly lit Coca-Cola truck triggers sentimental feelings, making people feel like it’s “officially” the holiday season when they see it. This consistency has built an emotional bond between the brand and its audience. The truck tour offers an immersive experience that goes beyond advertising; it brings people together for a festive event where they can see the truck, take photos, sample products, and meet Santa. This face-to-face engagement allows Coca-Cola to connect on a personal level and create unforgettable holiday memories. Apart from that, the company also launches holiday-themed packaging or exclusive merchandise that’s available for a limited time, creating a sense of urgency. This merchandise is often distributed at truck stops or sold in partnership with local stores.
Journalists and media outlets are more likely to cover stories that are relatable and meaningful. By creating campaigns that resonate with audiences, brands can attract positive media attention, leading to features and articles that boost their reputation and reach.
Tip 3: Holiday Edition Merch!
We, at Laika, love merch and think that the holiday season is the perfect time for brands to create their own creative, limited edition merchandise, which in turn helps them to stand out in a crowded market. Holiday edition merchandise allows brands to express their creativity and align their products with the spirit of the season. Whether it’s through festive packaging, unique holiday designs, or limited-edition colour schemes, brands can enhance their image by showcasing their ability to be in tune with the holiday vibe. This also helps the brand stand out visually.
In 2020, Frito-Lay launched a festive holiday campaign which included a range of Christmas-themed merchandise. As part of the campaign, Frito-Lay offered limited-edition holiday gear featuring popular snack brands like Lay’s, Doritos, Cheetos, and Tostitos. Additionally, the campaign included other unique items like holiday-themed snack tins, snack-branded blankets, and even Cheetos-inspired tree ornaments. The merchandise tied in with Frito-Lay's larger holiday messaging, which emphasised enjoying snacks together with family and friends during the festive season.
Tip 4: Leverage Social Media to its full potential
Social media plays a crucial role in amplifying your holiday PR campaign, offering a dynamic platform to reach and engage with your target audience. It allows brands to expand their holiday messaging to a wider audience. One of the most widely used forms is Seasonal Hashtags and the User Generated Content (UGC) revolving around it. Every year Starbucks launches Christmas themed cups and starts the seasonal hashtag campaign which results in a flurry of UGC all over Social Media.
Your Influencer Relations can also help you in giving your holiday campaign a personal and authentic touch. Influencers can showcase your products through reviews, unboxings, or holiday gift recommendations, lending credibility and expanding your campaign’s reach. That’s exactly what we did for our client, Kinderkiez, by working with family-focused Influencers from Germany to spread the word about them, resulting in a massive increase in the number of unique website visits which, in turn, lead to a successful Christmas sale.
Ready, Set, Celebrate: Plan Your Holiday Campaign Now
Creating a holiday campaign that cuts through the seasonal noise requires precision, creativity, and a focus on authenticity. By crafting compelling stories, offering exclusive holiday experiences, and having an effective Influencer Strategy, your brand can achieve a memorable presence this season. And when it comes to timing, it's never too early to start preparing for your next Christmas PR campaign!