With the festive season now thoroughly upon us, we in the world of communications have been presented with our annual opportunity to help our clients to truly connect with their target audiences on a far more authentic and emotional level.
With the magic of Christmas fostering feelings of nostalgia, generosity, and togetherness, now is the perfect time to consider crafting some PR campaigns that will resonate deeply with audiences in a language they all know, trust and understand – but where to start?
Here are our top tips for maximising the feel-good factor by integrating a sprinkling of seasonal joy into your PR strategy;
- Tap into the spirit of giving
Christmas is synonymous with generosity, making it the perfect time for brands to engage in charitable initiatives. Consider partnering with a local charity, running a toy drive, or launching a campaign where a portion of proceeds goes to a good cause. Highlight these efforts in your PR communications to demonstrate your commitment to community and social responsibility.
- Create Shareable Festive Content
From heartwarming stories to playful holiday memes, Christmas-themed content tends to gain traction across social media platforms. Craft videos, blogs, or graphics that highlight the season’s warmth and magic while aligning with your brand message. The key is to evoke emotion, whether it’s joy, nostalgia, or inspiration.
Incorporate seasonal hashtags like #ChristmasCheer or #FestiveVibes to expand reach and visibility.
- Launch limited-edition products or services
Christmas-themed products or services create a sense of exclusivity and urgency, which can drive sales and generate buzz. Limited-edition packaging, holiday-themed flavours, or seasonal bundles not only attract attention but also provide fresh content for your PR campaigns.
For example, Costa Coffee’s holiday cups and seasonal flavoured beverages are eagerly anticipated every year and stimulate activity and engagement amongst its target audience.
- Use nostalgia to your advantage
The festive period often reminds people of cherished childhood memories. Campaigns that tap into nostalgia can evoke powerful emotions and strengthen brand affinity. Consider how John Lewis’s annual Christmas adverts have become a cultural phenomenon by blending nostalgia with modern storytelling, creating memorable campaigns that generate widespread media coverage. Incorporating classic Christmas imagery, traditional music, or references to well-loved seasonal traditions in your messaging can work wonders for instigating an emotional response and reaction.
- Host festive experiences
Interactive events and experiences allow brands to create meaningful connections with their audiences. This could be holding a holiday market, hosting a ‘flash’ carolling session, or undertaking a Christmas-themed workshop. If in-person events aren’t feasible, virtual campaigns such as augmented reality filters or interactive games can bring the festive spirit to life.
- Celebrate employees and customers
Showcasing appreciation for your employees and customers during the holidays can strengthen loyalty and enhance your brand’s image. Share stories of employee achievements or customer testimonials, and consider running thank-you campaigns. Highlighting these gestures in your PR efforts adds authenticity and builds goodwill.
- Leverage media relationships
Pitch festive stories to journalists and media outlets to gain coverage during the holiday season. Ideas could include your charitable activities, unique product launches, or expert advice on navigating Christmas challenges. Tailor your pitches to suit the season’s tone and focus on heartwarming or inspiring narratives.
- Don’t forget timing
November and December are often crowded with marketing campaigns, so starting early can give your PR efforts a competitive edge. Plan your campaign timeline carefully to ensure you capture attention before the market is saturated with festive messaging.
- Be authentic and inclusive
Christmas cheer resonates most when it feels genuine. Ensure your campaign aligns with your brand’s values and includes messaging that appeals to diverse audiences, respecting and celebrating different traditions during the festive season.
Conclusion
Leveraging Christmas cheer in PR campaigns is about capturing the essence of the season and translating it into meaningful engagement with your audience. Whether that’s through acts of generosity, nostalgic storytelling, or festive experiences, a well-executed festive campaign can leave a lasting impression and develop deeper connections with your customers.
By embracing the warmth and magic of Christmas, PR can help a brand shine bright, leaving audiences with a positive brand association well into the New Year.
