2025年圣诞节广告经验报告

Introduction Every year as we approach the winter holidays, the airwaves are filled with festivestorytelling. Christmas advertising has become as much a part of the season as lights That’s because the run up to Christmas, or “golden quarter” spanning October toDecember, is one of the most profitable periods for brands and retailers. It’s such a critical period for sales that it’s essential for companies to nail their holiday advertising. Yet the best ads aren't those that feel overly promotional. The most successful are thecampaigns that tap into emotion — the feelings of nostalgia, togetherness and themagical feeling of the holidays. They remind us what the holidays mean, while also Kim MalcolmHead of advertisingresearch This year we looked at some of the best ads from the UK and the US. Some brands are known for their great Christmas ads year after year, while others lessso. Some brands relied on their traditional (and successful) formulas — delivering We’ll go through the results and then share our tips on how you can make a great Methodology We analyzed all the ads with consumer feedbackfrom people usingZappi Amplify AdvertisingSystem,a modern research system that fuels Developed in partnership with leading globalbrands,Zappi Amplify Advertising Systemcombines the best of advertising researchapproaches topredict how well an ad will deliver The metrics used We looked at five metrics: Sales Impact:How likely is the ad to deliver ROIvia short-term sales uplift? Brand Impact:How likely is the ad to build thebrand and drive sales into the future? Ad Distinctiveness:Is the ad different from other Top Scoring Emotion:What emotion did the admake viewers feel most? Brand Recall:Did viewers spontaneously recallseeing an ad for the brand? Why thesemetrics matter You can never look at a single advertising metric inisolation, because there are many elements required Christmas ads aren’t simply a source of entertainmentand a way for audiences to get into the holiday spirit It’s essential for any Christmas ad bedistinctive,because it has to stand out to be noticed amid all the And because the holidays are a time of emotionalconnection, Christmas ads are known for their And finally, viewers mustremember thebrandin thead, otherwise the brand doesn’t get the benefits! Themes from the Before we get into individual ad performance,here’s a look at some of the overarching 1. Great music An ad’s music choice can play a pivotal role in grabbingattention, setting the scene, evoking emotions and ultimatelycreating a more immersive experience for the audience. By So it’s no surprise that many of the great Christmas ads had a Many ads used recognizable Christmas tunes to establish thefestive vibes, like “March” from “The Nutcracker” in Planters’“Nuts About the Holidays.” And Asda used a completely Many used instrumental music to underscore the action, likeSainsbury’s use of upbeat music or Ocean Spray’s dramatic And others used classic songs — but not Christmas songs —to set the tone and establish that feeling of nostalgia, like Starbucks’ use of The Proclaimers’ “I’m Gonna Be (500 Miles).” 2. Compellingstories 30, 60 or 90 seconds isn’t much time, but some of thebest ads this year used their time effectively to tell an Sainsbury’s “Unexpected Guest” is like a short moviewith a protagonist and antagonist, where the good guys John Lewis’ “Where Love Lives” tells a quiet story abouta father and teenage son brought closer with a Starbucks’ “Drawn Together” depicts two drawings onStarbucks cups finding their way back each other. Each one tells a unique story thataudiences are eagerto see resolved in a satisfying way. 3. Love People tend to love the festive season, and Christmas adstap into that love bydialing up the emotional connection This year’s Christmas ads did just that — nearly every adwe looked at evoked more love than the average UK or US That doesn’t mean that all the ads were tearjerkers, manyof them had some very funny moments! But with thecombination of recognizable characters, nostalgic In fact, some of these compelling stories were more likemini movies, resulting in a lot of peaks of differentemotions. We’re always impressed with how much 4. Nostalgia Each year we see Christmas ads tugging at ourheartstrings byreminding us of our childhoods or And this year was no different, as nostalgia was a key Many ads sparked nostalgia by bringing in classic,familiar characters like the BFG, Puss in Boots and fairytale characters like Cinderella and Snow White. John Lewis evoked 90’s nostalgia with a song from theera and a flashback to the 90’s club scene. Coca-Colaused two different forms of nostalgia — nostalgia for itsclassic “Holidays Are Coming” ad and nostalgia for In fact, it’s hard to find an example of any Christmas adthatdidn’t rely on nostalgia in some way! 5. Classic We saw several classic characters across ads this year! Asda used the Grinch and Walmart had the Whos