The giving season is almost finished and by the end of the week most of us will have received our presents, some expected, and some surprises. It is also a time for great PR and marketing. Like many of you, I have been watching the campaigns come and go.
Here are my five favorite campaigns, and one marketing trend that became an unwitting grinch.
Alice Does Wonders for Target
Target ran a fun campaign that showed a little girl enjoying a modern Alice in Wonderland experience with toys available at Target. The campaign was launched in movie theaters, TV and social media channels. The end result has been good for Target. Electronics may have been the driver, but Target experienced a wonderful early start to the holiday season.
Holiday Buds Drive Traffic
Budweiser targeted millennials with retro packaging, and a campaign encouraging customers to post #holidaybuds pictures on Instagram. The resulting campaign drove hundreds of thousands of views on YouTube, and has been creating a steady stream of user generated posts on Twitter and Instagram.
Epic Experiences from PayPal?
PayPal took it upon itself to promote epic experiences bought through its financial services. The company launched a holiday social media and promotion campaign again targeted towards millennials that featured experiences. Mostly, the effort featured L.A.-based eBay auctions that allowed people to get their childhood experience interpreted as Pop Art, or win a home makeover, or even take a hot-air ballon ride. We’ll see if it impacts millennials views on PayPal’s electronic apps.
Making Us a Priority
Sometimes we forget that there is a very competitive battle for shipping all of the presents bought at retail outlets. The U.S. Postal Service launched a winning campaign that garnered a lot of attention called “Priority: You.” The effort focuses on how the postal service makes your package experience better. While Priority: You is a campaign that has legs beyond the holiday season, USPS launched an accompanying, season-specific YouTube video called Gameday 2014: It’s Our Season that generated more than a million views online.
Monty, the Penguin
British retailer John Lewis scored an international viral hit with its Monty, the Penguin advert. The video is a tear jerker, and took the brand out of the UK and into the hearts of millions on Facebook users across the world. Check out this brilliant ad that tells a tale of love and gifts that really matter. Bonus miles: The Monty campaign has a nice social good tie-in to WWF and saving Adélie penguins.
Ad retargeting works based on device, not the user. Many people browsed the web to find retargeted ads showing the sites their spouses had browsed. Spoilers ensued. Oh well, maybe next year’s Watch can determine user by their biorhythms.
Which campaigns did you like this holiday season?