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Is content marketing the key to a successful christmas advert?

1 min, 8 sec read
14:55 PM | 19 December 2014
by Justice James
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What do John Lewis, Sainsbury's, M&S, Waitrose and Boots have in common? Justice James explores their Christmas ads.

What do John Lewis, Sainsbury's, M&S, Waitrose and Boots have in common? They all have released spectacular adverts for this holiday season.

Christmas adverts have become an important tool for several big-name companies in recent years. When comparing the content of these adverts, however, there appears to be a strict formula to which they stick. The adverts focus on telling an emotionally-driven story (the more tears the better), without trying to sell the audience a specific product.

The aim is to increase brand awareness and word-of-mouth amongst their consumers. These efforts make sense; since consumers have so many different shopping needs during the holidays, it's much more effective to promote attachment to your brand than to a specific product you carry.

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