The Holiday season is a crucial time for brands to promote their products or services to consumers. To make the most out of it, here is the number one tip from us : plan your campaign today! And we are explaining why.
December is a busy month in terms of content volume on social media platforms. As the year comes to an end, there’s also a lot of excitement and activities among consumers, who consider the festive season as a time to gather, celebrate and spoil family and friends.
In Price Waterhouse Cooper’s Retail industry guide to the evolving holiday shopping habits of Canadian consumers, 2021 Canada Holiday Outlook, social media and online influencer marketing continue to shape consumer choices. The report notes that 27% of respondents say their Holiday shopping will be influenced by ads on TikTok, representing an increase of 17% since 2021. This growth is even more important among Generation Z, 55% of whom say they will be influenced by TikTok compared to last year (35%).
For brands, it’s the ultimate opportunity to earn a place for themselves on the shopping lists, tables, menus and decorations of Canadian consumers, but to get there, you have to prepare early. Earlier and earlier, a trend that has been growing in recent years.
Here are three reasons why you should send your brief to your partner agency today:
The past few years have had an impact on consumer Holiday and gift-giving behavior: they are getting ready earlier and earlier. With the announcement of the end of the global pandemic, this year will certainly be more festive for families than in previous years. Canadian consumers will be inspired, planning and consuming even before Black Friday, this November, the event that usually triggers the various brand activations. As reported in a Jungle Scout Survey, nearly 55% of consumers will make their purchases before the end of November and precisely 31% will do so during the month of October.
And if we refer to the Pinterest report, Canadians who browse this platform start planning, shopping and buying even earlier. In fact, there is a strong upward slope from the beginning of July for anything holiday-themed.
So, to avoid “drowning” in this sea of messages, take advantage of the calm of Fall and start to communicate your offer to your consumers through influencer campaigns now.
Thinking, conceptualizing and deploying a campaign takes time. These weeks of preparation are beneficial to tie up the strategic strings that will make it a success for your brand. This time is as much an ally for the team that is busy setting up the campaign elements, as it is for the brands that have the task of reviewing the key elements. It is therefore important to have the necessary time at all stages of a campaign that leads to the launch.
Most influencers and content creators keep a publication calendar. This guide allows them to organize their content grid according to visuals, formats, themes, but also according to collaborations. And this calendar often fills up very quickly as the end-of-year Holiday season approaches. It often happens that some influencers that are very relevant to your brand are not available, not because of a lack of interest, but because of a lack of calendar space! Starting earlier will allow you to secure your collaboration with the influencer of your choiceé
Sources: PWC, Jungle Scout and Pinterest
Photo credits : Unsplash – Kira auf der Heide
