The launch of the John Lewis Christmas advert signals the start of the festive season for marketers and consumers alike. Indeed, the festive season has become a pivotal marketing moment, sparking fierce competition among retailers, particularly supermarkets and traditional high street stores.
And what once revolved around a single TV advert has now transformed into digital-first, cross-platform campaigns that weave storytelling, characters and integrated strategies to amplify brand awareness and create emotional resonance.
Evolution of festive advertising in the digital age
Gone are the days when Christmas advertising was limited to prime-time Saturday night TV slots. Today, these campaigns have become cultural phenomena, sparking viral conversations on social media and beyond.
They’re no longer standalone efforts – they’re integral to wider PR and digital strategies.
Brands now embrace data-driven targeting and leverage platforms like YouTube and Instagram, often releasing teaser trailers or interactive content to build anticipation.
Campaigns incorporate shareable elements designed for engagement, whether through mini-films, branded apps or user-generated content, anchored in emotional and cultural touchpoints to remain relevant in a fast-evolving media landscape.
These changes highlight a broader evolution: festive advertising has become focused on forging meaningful connections that are not just for Christmas, but for life.
Building brand characters that resonate
Memorable characters have become central to successful Christmas campaigns, creating a sense of tradition and building brand loyalty.
For example, Aldi’s Kevin the Carrot, Barbour’s Shawn the Sheep, or Marks & Spencer’s Festive Fairy portrayed by Dawn French. These characters transcend their adverts, appearing on merchandise, in games and across digital content.
Anticipated each year, these recurring figures blend seamlessly into heartwarming narratives that reflect values such as kindness, family and togetherness. This storytelling approach reinforces brand identity while resonating emotionally with audiences.
By combining relatable themes with characters that embody their ethos, brands create more than just adverts: they cultivate long-lasting connections with their audiences, turning festive campaigns into opportunities for strong engagement.
Shareability – the season of giving
Mirroring the thoughtful craftsmanship of Santa’s original depiction, modern Christmas adverts are meticulously designed to be highly shareable, engaging diverse audiences across multiple platforms.
From behind-the-scenes footage to influencer collaborations, brands create engaging content optimised for omni-channel consumption, ensuring maximum visibility and interaction.
Cultural touchpoints and charitable messages frequently feature, appealing to consumer goodwill while generating buzz. Like PR strategies, these adverts leverage newsworthy narratives, such as the cost of living crisis, to spark conversations and secure earned media coverage, boosting their impact.
By combining emotional storytelling with shareable digital content, brands not only create festive cheer but also cement their campaigns in cultural conversations.
‘Tis the season for strategic storytelling
Strategic storytelling has become a cornerstone of Christmas advertising, with brands focusing on themes like family, community, nostalgia and hope. These emotionally resonant narratives foster shared experiences, creating deep and lasting bonds with audiences.
For example, John Lewis’s 2024 advert highlights the bond between siblings, delivering a universally relatable message with heartwarming depth. Stories like this evoke powerful emotions, helping brands connect with consumers on a personal level while reinforcing their values.
By crafting narratives that are both heartwarming and relatable, brands not only capture attention but also nurture long-term loyalty.
The gift of Digital Marketing that keeps on giving
Digital marketing has revolutionised Christmas advertising, allowing brands to connect with audiences through targeted, dynamic content across platforms like Meta, YouTube, and TikTok. Sophisticated audience segmentation ensures campaigns reach the right people at the right times, increasing impact and building emotional resonance.
Personalised ad experiences tailored to interests and behaviours strengthen brand affinity, while retargeting and real-time engagement maintain visibility. Feedback from platforms like Instagram enables brands to adapt messaging, keeping campaigns relevant and engaging.
These strategies not only drive immediate conversions but also foster lasting connections, turning festive campaigns into long-term opportunities for loyalty and growth.
Your Christmas takeaway
From Coca-Cola’s iconic ‘Holidays Are Coming’ campaign to Greggs leveraging Nigella Lawson on TikTok, Christmas advertising has come a long way in the past three decades.
On YouTube alone, there had been over 8.7 million views (we counted) of Christmas adverts from 20 leading retailers by the middle of November from over one million for Asda and Debenhams and a quite staggering three million for Lidl, sitting at the top of the tree.
These expansive, multi-platform campaigns are no longer just about promotion; they’re about storytelling, character-building and creating emotional connections that endure.
By leveraging cultural touchpoints and embracing shareable content, brands have unlocked the full potential of festive advertising.
To discuss how you can elevate your marketing this Christmas, get in touch with our team.
