Bringing your marketing campaigns to life this season

The holiday season is magical, isn’t it? It’s that time of year when streets are lit with sparkling lights, the air hums with festivity, and people’s hearts seem just a little warmer. For many, the holiday brings joy, nostalgia, and togetherness. But for marketers, it’s also a season of opportunity a chance to connect with audiences on a deeply emotional level.

And let’s be honest, few people understand the art of emotional connection better than women. Whether it’s the empathy they bring to their work or their ability to craft stories that resonate, women in marketing have a unique gift for reaching people’s hearts.

But here’s the challenge in a world bombarded with advertisements, how do you stand out during the festive season? How do you cut through the noise of sales pitches and jingles to create something truly meaningful? The answer lies in selling joy not products, not services, but joy. When you focus on the emotional essence of the season, you create campaigns that not only capture attention but linger in people’s minds long after the holidays are over.

Why Emotional Marketing Works So Well

The festive season is an emotional time for most people. It’s a period filled with memories of childhood holiday mornings, family traditions, and reunions with loved ones. Psychologists call this phenomenon “emotional anchoring,” where certain memories and feelings are tied to specific times of the year.

Research conducted by Ipsos MORI found that emotional advertising is 31% more effective at driving sales during the festive season compared to rational or informational campaigns. Why? Because emotions drive decisions. When people feel something, they’re more likely to act whether it’s buying a gift, sharing a campaign, or forming a deeper connection with a brand.

For women in marketing, this presents a powerful opportunity to craft campaigns that don’t just sell products but evoke feelings of joy, nostalgia, and connection.

Strategies for crafting emotional connections

1.     Tell Stories That Resonate

At the heart of every great festive campaign is a story. And women, with their natural storytelling ability, are uniquely positioned to excel here.

Think about the iconic John Lewis Christmas adverts. These campaigns don’t just showcase products; they tell heartfelt stories. Take the 2014 advert, Monty the Penguin. It wasn’t about penguin plush toys (although they sold out within days); it was about love, companionship, and the joy of giving.

As a woman in marketing, ask yourself: What story can my brand tell this Christmas? Maybe it’s the story of a single mum juggling work and Christmas magic for her children. Or perhaps it’s a tale of friendship, generosity, or even redemption. Whatever you choose, make sure it’s authentic and relatable.

2. Tap into Nostalgia

Christmas is inherently nostalgic. It’s a time when people reflect on the past, from childhood traditions to moments with loved ones. Tapping into this nostalgia can be a powerful way to build emotional connections.

For example, Coca-Cola’s Holidays Are Coming campaign has been running since 1995. The sight of the Coca-Cola Christmas truck has become a symbol of the season for many people, evoking memories of Christmases gone by.

As a marketer, think about how your brand can evoke similar feelings. Can you incorporate vintage designs, classic Christmas songs, or imagery that reminds people of simpler times? Nostalgia isn’t just a gimmick it’s a bridge to people’s hearts.

3. Celebrate Inclusivity

Women in marketing have the unique ability to bring diverse perspectives to festive campaigns. Christmas means different things to different people, and not everyone celebrates it in the same way.

Take Sainsbury’s 2020 advert, Gravy Song, which featured a Black British family reminiscing about their Christmas traditions. The advert sparked conversations about representation and diversity in marketing, showing that Christmas campaigns can be both inclusive and emotionally impactful.

Think about how your brand can celebrate the diversity of the festive season. Whether it’s acknowledging different cultural traditions or highlighting modern family dynamics, inclusivity makes campaigns more relatable and authentic.

4. Focus on Acts of Kindness

The festive season is about giving, not just receiving. Campaigns that highlight acts of kindness whether big or small resonate deeply with audiences.

One example is Tesco’s 2021 campaign, Nothing’s Stopping Us, which focused on the resilience and generosity of people during the pandemic. It wasn’t just about shopping at Tesco it was about celebrating the spirit of the season in challenging times.

As a woman in marketing, think about how your campaign can inspire kindness. Could you partner with a charity? Highlight stories of community heroes? Or encourage your audience to perform their own acts of goodwill?

5. Humanise Your Brand

People connect with people, not corporations. During the festive season, it’s important to show the human side of your brand.

This could mean sharing behind the scenes content of your team preparing for Christmas or showcasing user-generated content from your customers. For example, Marks & Spencer’s This Is Not Just Food campaign often includes glimpses of the people behind their products, making the brand feel warm and approachable.

Real-Life Success Stories

The Power of Empathy: Marks & Spencer’s Christmas Adverts

In 2022, Marks & Spencer launched a campaign featuring a heartwarming story about Percy Pig coming to life for the first time. While the playful animation delighted children, the underlying message was about rediscovering the magic of Christmas. The campaign was spearheaded by Sharry Cramond, a woman who brought her unique perspective to the project, ensuring it appealed to families across generations.

A Small Brand, Big Impact: The Story of Love Cocoa

Love Cocoa, a UK based chocolate brand founded by James Cadbury, ran a campaign in 2021 that combined festive joy with purpose. The campaign, led by their creative director, highlighted how every chocolate purchase contributed to planting trees a message of giving back during the festive season. Women on the team played a crucial role in shaping the brand’s tone of voice, ensuring it was both heartfelt and impactful.

Tips for Women in Marketing to Sell Joy This Christmas

·      Put yourself in the Audience’s Shoes: What would make you smile, laugh, or cry? Use your own experiences and emotions as inspiration.

·      Collaborate with Diverse Voices: Bring different perspectives to the table to ensure your campaign appeals to a wide audience.

·      Keep It Simple: The best campaigns don’t overwhelm—they focus on one powerful message and execute it beautifully.

·      Use Music to Amplify Emotions: A well-chosen song can elevate your campaign. Think of how John Lewis adverts use music to tug at heartstrings.

·      Stay Authentic: The festive season is about sincerity. Audiences can spot a forced campaign from a mile away, so make sure your message aligns with your brand values.

As we embrace the festive season, women in marketing have a remarkable opportunity to sell joy by building emotional connections with consumers. By crafting compelling narratives, emphasising shared experiences, personalising interactions, and embodying empathy and authenticity, marketers can create campaigns that resonate deeply and leave a lasting impact.

In the end, it’s not just about selling products; it’s about creating moments of joy and connection that enrich lives. By recognising the power of emotions and the unique perspective women bring to the table, we can transform marketing into a celebration of humanity, fostering connections that endure long after the festive season has passed. Let us embrace the spirit of joy and make this season a truly memorable one for everyone. Remember, your role isn’t just to market it’s to inspire. And during the most wonderful time of the year, there’s no better gift you can give than the gift of joy.