2018 Holiday Gift Guide Pitch Kit — Make Sure Your Brand is Featured This Season Download Kit

5 Great Holiday Campaigns and 1 Grinch

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 - Epic Experiences - Holiday PR Campaign

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.

Grinch Award

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?

Want to be PR tech savvy in 2015? Get our free white paper now!

About Geoff Livingston

Geoff is president and founder of Tenacity5 Media, a digital marketing agency that provides content marketing and social media services. A former journalist, Geoff continues to write, and has authored five books. Follow him @geoffliving.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.