Nov 18, 2016 / / In Marketing / Tags: advertising, bounce bounce, brand, campaigns, christmas, christmas advertising, coca cola, company, festive, follow the fairies, john lewis, marketing, marks and spencer, sainsburys, social media, social media marketing, story telling, television, tv advertising / Leave a comment
The reveal for Christmas adverts is long anticipated. For many, the competition for the best Christmas advertising has become a fundamental part of the run up to the big day for brands including John Lewis, M&S and other top supermarkets. They battle for the top spot every year as the festive season approaches and try to impress consumers as expectations grow.
In 1993, Coca Cola kicked off the TV phenomenon with the famous ‘Holidays are coming’ advertisement. This started the first TV signifier that the festivities were near. In recent years the Christmas TV advertisement has become big business in terms of brand presence and recognition. Today, John Lewis are generally first to release their Christmas advert, which is soon followed by everyone else.
Christmas adverts now appear before our sparklers of Bonfire nights have dimmed. The timing of the reveal, the execution of an idea and the advert itself is crucial. As the status of the Christmas advertising grows ever more important every year, so does the pressure to be the best.
Christmas can account for almost half of a retailer’s sales, therefore this time of year vital for every brand. UK companies will spend an estimated £5.6 billion on marketing in the run up to Christmas this year. This is a huge increase compared to 2015, by £300 million more. It is clear to see why companies invest so much into their Christmas advertising. John Lewis estimated an increase of 35% in sales since 2012 thanks to its Christmas advertising. Sainsbury’s also stated that the supermarket managed a profit of £24 for every £1 spent on its Christmas ad campaign in 2014.
Social media is an extremely good way for companies to get their adverts seen by millions of people. Christmas campaigns are increasingly being teased online, prior to the main advert event. This allows brands to generate the momentum and interest in their campaign before its launch date.
Marks and Spencer, in 2014, created a Twitter account for their ‘Follow the Fairies’ ad, and sent gifts to unsuspecting followers. This account gained around 28,000 followers in the run up to Christmas in 2014, and its hashtag was used thousands of times. John Lewis also used social media and hashtags to generate pre launch excitement with #BounceBounce. This hashtag created a buzz in social media with a variety of different predictions for the long awaited advert.
Now, Christmas advertising has become more about selling a product. Our screens have become populated with increasingly long adverts telling heart warming stories. We may groan about Christmas, but the advertising is something which we can all rely on being great.