Creating campaigns around holidays and/or events allows advertisers to not only reach their audience with a relatable advertisement but also present the opportunity for creative refresh across those campaigns and advertisements.
Three reasons for running campaigns around holidays and events:
Changing seasons, popular holidays and new events create an automatic opportunity for new creative themes and updated words and/or phrasing to match. By following what is happening throughout the year, advertisers will be able to update creative every 2-3 months. This could be something as simple as a snowy background on ads image to updating to “punny” phrases around Easter to mimicking the meme that just went viral.
Don’t be afraid to try new things, follow what is happening in the world, and use that in your creative.
2. Consumer Mindset
Many consumers start thinking about an upcoming holiday or event months in advance. December and January in Colorado mean XGames, September means Halloween is coming, and May means school is coming to an end and summer is beginning. Each time something is happening, consumers are already in this mindset. Designing ad copy and style to fit with the timing of events like the examples given increases the consumer’s ability to relate. When the consumer can relate to an ad, advertisers can expect to see the engagement with that add also increase.
Running a campaign around holidays, events, and season allows for an automatic timeline to be set for that campaign. Whether it’s 1 week or 1 month, planning your campaign around something allows for flight dates to be easily decided. Aside from being able to easily set flight dates, planning a campaign around an event also allows the timeline for campaign strategy and materials to be set ahead. The advertiser already knows when the specific event is, can decide how far out they want to launch their campaign around that date, and then create the ads and campaign to be launched by that date.
Planning campaigns around common events or just the changes around us not only allows for fun and new creative every few weeks or months but also catches the eye of consumers and draws in the engagement advertisers might not get with a normal digital advertisement.