Put Christmas sparkle into your social media marketing campaign

It used Snapchat to drive the campaign and is currently one of the most shared ads on social media. Gavin Hammar, founder of social media management platform Sendible, says: “People’s emotions are heightening in the run up to the festive season, and social media campaigns should tap into those emotions to drive action. Twitter followers, for example, might want to post content, while Facebook followers might want to ask questions. “Instagram campaigns allow brands to engage with customers in ways other marketing channels, or even the less visual-centric social platforms, don’t allow,” says Romain Ouzeau, CEO of Iconosquare an analytics platform for Instagram marketing. Make sure your social media channels are being managed by a human being to ensure you can monitor mentions and engage with followers. Once Christmas is over, use the momentum you’ve created during the festive period and build on it by keeping conversations going and posting regularly.” Shaherazad Umbreen, founder of Shoes by Shaherazad, launched online earlier this year, runs festive social media and marketing campaigns across Facebook, Twitter and social commerce website Polyvore, with the aim of boosting seasonal sales and building long-term customer loyalty. For example, she has used a “Mistletoe Kisses Guaranteed” social media hashtag strapline targeted at people who have then bought the shoes as a surprise for their wives, girlfriends or partners. Whether you sell a product or a service, a time-limited voucher urges people to take action. Make it seasonal and relevant to this festive period and bolt on the time-sensitive offer or giveaway. Run a social media poll.

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 John Lewis used an effective Snapchat campaign to promote its Buster the Boxer Christmas advert.
John Lewis used an effective Snapchat campaign to promote its Buster the Boxer Christmas advert. Photograph: John Lewis

Christmas marketing campaigns by the major retail brands have become more elaborate by the year, with social media now playing an integral part. The latest John Lewis ad, featuring Buster the Boxer and a host of wild animals trampolining, has been named the world’s biggest Christmas TV ad on YouTube. It used Snapchat to drive the campaign and is currently one of the most shared ads on social media. Snapchat users are given the opportunity to add a lens to a photo of themselves that transforms them into Buster the Boxer.

As a small business owner it’s easy to feel disheartened; with limited marketing budgets, they cannot compete with the big brands. However, as Ben Storey, founder of Digital Storey points out, rather than trying to emulate them, they should learn from them, and then build their own successful seasonal social media campaigns.

“You just need to examine the values on which these campaigns are built,” he says. “Those that stand out tend to be emotive and warming, and often get behind a cause or a charity. Follow in these footsteps, make your small business stand for something, and make your social media campaign thought-provoking.”

Marks & Spencer’s festive campaign featuring Mrs Claus reflects how far people will go to make Christmas special. Launched with the social media tag #LoveMrsClaus, it also set out to reinforce the retailer’s emotional connection with consumers.

Gavin Hammar, founder of social media management platform Sendible, says: “People’s emotions are heightening in the run up to the festive season, and social media campaigns should tap into those emotions to drive action. The key ingredient is sharing a human moment that anyone can relate to. Since people are in the spirit of giving, they are more likely to hand over their cash, if they feel a sense of connection with your brand.”

It’s also important to adjust campaigns for individual platforms. Twitter followers, for example, might want to post content, while Facebook followers might want to ask questions. Meanwhile, an Instagram community may want to see behind the scenes.

“Instagram campaigns allow brands to engage with customers in ways other marketing channels, or even the less visual-centric social platforms, don’t allow,” says Romain Ouzeau, CEO of Iconosquare an analytics platform for Instagram marketing….

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