Top 10 Holiday Campaigns for Social Success

Holidays are huge. Last year, consumers spent $602 billion on winter

holiday shopping.

Last year, two of the top transaction days occurred in the first half of

November.

Facebook still reigns. 92% of marketers will spend most of their social

marketing dollars on Facebook this year.

67% of brands will spend more on social media than they did last year.

Need-to-Know Holiday Stats

Standout Examples from 2013

A Look Back…

Lindt Chocolate partnered with Macy’s

Thanksgiving Day Parade to target families

and increase engagement with their brand.

Highlights:

• Started the campaign far in advance to keep fans

engaged with their brand long term.

• Used their partnership to advocate their brand’s

emphasis on family values while collecting user

generated content.

Tip: If you’re not a retailer, consider partnering with

one for a holiday sweepstakes that impacts both

your brands.

Lindt Chocolate & Macy’s Thanksgiving Day Parade

Photo Contest Engagement

Tea Collection allowed fans to vote for the

clothing items that should be added to their

Black Friday sale.

Highlights:

• Encouraged fans to share the quiz with friends by

requiring 1000 votes for an item to to eligible to win.

• Used a specific theme (dresses) to better target

participants.

• Gave fans the ability to vote up until the end of

Thanksgiving Day.

Tip: Empower customers to select their favorite items

to be featured in a sale or collection.

Tea Collection

Black Friday Favorites Quiz Drive sales Engagement

Stella & Dot ran a unique Sign Up campaign

and let their fans create holiday wish lists for

a chance to win a shopping spree.

Highlights:

• Stayed relevant to their brand and drove traffic to their

website where users could create their wish lists.

• Collected data such as emails and other valuable user

information around product preferences.

Tip: Prompt fans to create wish lists to increase

website browsing behavior. And, in the process, find

the products your customers love most.

Stella & Dot

Win Your Holiday Wish List Website

trafficAcquire Data

STA Travel ran a holiday campaign using our

Poll Solution, incentivizing users to choose a

destination and sign up to win a pair of flight

tickets to the destination of their choice.

Highlights:

• Low barrier to entry: easy for users to simply like their

favorite destination and enter their email.

• Let the users customize their prize.

• Recognized that flight tickets around the holidays are

more expensive and provided a solution to that pain

point.

Tip: Engage users by asking for their feedback

through a quiz or a poll and offer a fun brand-related

prize.

STA Travel

Win Your Travel Wish List EngagementAcquire Data

Keurig used our Look Book as a Gift Guide for

the holiday season. Each gift linked out to

their website where the product could be

purchased.

Highlights:

• Drove website views and holiday sales.

• Incentivized fans with use of holiday-themed language

such as “Give the gift of Keurig cheer!”

• Made shopping for the holidays convenient with gift

recommendations and the added ease of shopping

them strait from the guide.

Tip: Make browsing easy with a shoppable gift guide!

Keurig

Shoppable Holiday Gift Guide Website

trafficDrive sales

American Eagle prompted fans to submit a

holiday-themed picture of their pet to be featured

on their annual Holiday Gift Cards.

Highlights:

• Prize included a $500 gift card with their pet on the card.

• Started the campaign well in advance.

• Kept true to their brand by enhancing an initiative that they run

every year (holiday gift cards) and put a fun spin on it with UGC.

Tip: 62% of Americans own pets. Connect your brand to your

customers and their behaviors for effective targeting!

American Eagle

Holiday Gift Card Pet Photo Contest Engagement

Asked fans to choose which holiday

ticket pack they would like to add to their

wish list using our Tug of War Solution.

Highlights:

• Included a link to Ticketmaster on each side

where fans could purchase the Holiday Pack.

• Kept prizing on brand by giving one lucky

winner a ticket prize pack and a VIP line pass.

• Asked which prize pack fans would add to their

holiday wish list.

Tip: Incentivize fans to treat themselves while

shopping for others.

Dallas Mavericks

Dallas Ticket Packs Drive salesEngagement

Bonobos

#LastMinuteGift Deals

Bonobos used our Viral app on Twitter to

give followers one hour to unlock each of

the three “last minute” deals based on the

amount of retweets.

Highlights:

• Using the Twitter Viral application, Bonobos

motivated followers to re-tweet a message in order to

unlock the deal.

• This resulted in an increase of followers, expanded

reach and engagement with the campaign.

Tip: Leverage your followers to do the leg work of

promoting sales and campaigns for you!

Drive sales Engagement

Used Offerpop Commerce to promote

seasonal campaign across channels and

create a collection of high quality user

generated content.

Highlights:

• Collected content from Instagram, Twitter, Facebook

and Tumblr using #SummerInLilly.

• Cross-promoted campaign on Instagram, in email

and in store to generate over 15M impressions.

Tip: Use your own brand ambassadors to engage

users around seasonal campaigns!

Lilly Pulitzer

#SummerinLilly Gallery Drive sales Engagement

Hudson Bay made their Instagram feed

shoppable using Offerpop Commerce.

Highlights & Best Practices:

• Linked to the gallery from their Instagram Profile!

• Made their curated gallery shoppable, this could

easily be used for gift guides, holiday streams, and

more.

Tip: Create a gallery of your brand Instagrams with

links to product, category or brand pages

Shoppable Instagram

Hudson Bay

Drive sales Engagement

Helpful Tips for your Social Strategy

Takeaways

• Plan Early and Start Early!

• Use holiday hashtags & run series-style campaigns like “12 Days of Christmas”. Try tiered giveaways or offers!

• It’s not all about coupons – many shoppers are simply looking for gift ideas. Create Pinterest Inspiration boards,

shoppable Look Books and UGC.

• Attention Non-retailers! Try partnering with a retailer for a holiday sweepstakes that impacts both your brands or

focus on charity, trips, or lifestyle UGC.

• Promote, promote, promote! Consider targeted Email marketing, promoted posts, Instagram, SMS marketing, and

print or in-store signage.

• Remember your on-the-go users when planning out campaigns.

• Get creative with incentives and make sure they’re relevant to your brand.

Takeaways

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