Is content marketing the key to a successful christmas advert?
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.
These strategies are at the heart of content marketing, which aims to influence public opinion by offering valuable information to consumers about the brand in question.
If these Christmas adverts are anything to go by, then content marketing seems to be the key to a successful holiday sales period. For example, John Lewis' Monty the Penguin advert was viewed 7 million times in one 24-hour period, shared 73,871 times and mentioned on Twitter 11,363 times within the first two hours of the video launch. Additionally, the company began the Christmas period with a 5% year-on-year sales increase.
What do you think of this year's Christmas adverts? Which one was your favourite?
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