Successful Christmas campaigns build brands by tapping into our emotions.
John Lewis is famous for their Christmas campaigns. The essence and value of these campaigns is in their ability to build an emotional connection with their audience to ensure the brand is in the audience consideration set when choosing a Christmas shopping retailer.
With a big brand approach, John Lewis develops a deep emotional connection integrated across tv, outdoor and print, and supported instore, merchandise, social, and public relations.
Roadmap Strategy’s favourite John Lewis Christmas Campaign remains the 2014 classic, Monty the Penguin.
Monty won hearts around the globe with a story of friendship, giving and of course love. The campaign performance metrics were off the charts, with over 350m social media views, soundtrack reached #3 on iTunes charts, 89% of tv audience had seen the ad at least once, and the campaign delivering GDP 141 incremental income for John Lewis.
However the 2014 John Lewis Monty the Penguin campaign, had an additional layer that made a real difference. Partnering with two charities, John Lewis promoted WWF’s Adopt a Penguin scheme to help support their work in conserving penguin habitat. In addition John Lewis donated a portion of every Monty the Penguin book sold to children’s charity Barnados’.
WWF reported a 350% increase in Penguin Adoptions, as a direct result of the campaign, and indirect value returned though awareness of the plight of penguin habitat, and knowledge of their broader adoption program.
John Lewis 2014 Christmas campaign is unquestionably one of the best they have delivered. It strengthened their brand, ensured they were in the consumers Christmas retailer consideration set and supported causes close to the audience’s heart.
Authenticity and connecting with your customers in an emotional way is where the magic happens. And this is never more pronounced and import as Christmas.
Roadmap Strategy is a niche marketing agency based in South Melbourne. We welcome the opportunity to develop your next campaign and get the rubber hitting the road, and helping you achieve your business goals.
Destination Canada - a campaign on point
Destination Canada’s ‘Heartbeat of Canada’ campaign has been developed to inspire Canadians to travel locally, and it is brilliant.
An integrated campaign that launched on 23rd May with National Tourism Week, it was supported by a tourism anthem video, locals sending postcards to their friends, and now regions strengthening the campaign with local messaging.
Our article takes a quick look at each aspect of the campaign, and explores how this campaign is connecting with the people and how it will make a real difference.
Launching with National Tourism Week, the industry came together to demonstrate the enormous value tourism brings to the life of Canadians. While they acknowledged the incredible difficulties of the past year, they showed their industry is strong, and ready to welcome back visitors when the time is right.
National Tourism Week was marked with the launch of their new Tourism Anthem. Set to the timing of our beating hearts, it highlights the makers, business owners, performers and people that make up Canada’s tourism sector. It showcases the richness of diversity, heartbeat of their country, and spiritual connection to place. I dare you not to be moved watching this video.
With 39% of Canadians expecting their first trip to be visiting friends and relatives, Destination Canada’s local postcards initiative connects and inspires and VFR travel. Canadian’s simply enter the web portal, select a postcard with a message such as ‘Miss You, Come Visit’, type a personal message and recipients address, and Destination Canada print and mail the postcard at no cost to the sender.
Destinations across Canada are now releasing their own campaigns to build on the Heartbeat of Canada campaign. Destination Toronto has just released their Love Letter to Toronto. Another exceptional production, the video that connects the audience with Toronto Ambassadors who offer their diverse perspectives on the city they love and call home.
Heartbeat of Canada is an integrated campaign at its best. Powerful, emotional, spiritual and most importantly authentic, the campaign connects its audience with the place, the industry, their friends, its cities, and its people.
It's like an orchestra, with each piece adding to the brilliance and power of the performance. An exceptional campaign, that shows that when we work together, and all sing from the same hymn book we are more likely to be heard.
I cannot wait to watch this campaign continue to build, grow, and roar.
If you need a hand developing your destination marketing campaign, give Alison McDowell a call to discuss how Roadmap Strategy can work with you to create a campaign to build your destination brand and achieve your business goals.