Christmas Inspiration for Your Social Media Campaign with Patchwork

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Agenda

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1. Short introduction to Patchwork 2. Common challenges during Christmas 3. Content mission 4. Four tactics + cases as example


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Short introduction to Patchwork

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•  Creative communications agency

•  Strong track record working with leading local and global brands

•  Leading Scandinavian provider of

consumer engagement, content creation and community management

•  65 Patchworkers across 3 offices (Copenhagen, Oslo and Stockholm) are making it happen …


Patchwork is a Nordic creative communication agency bringing

brands to life by inventing, crafting and distributing meaningful ideas that

make a difference




Common challenges during Christmas

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We all want to say something during the

Christmas season


Exponential growth of content

distribution, mainly driven by social

channels.

More content

Niche channels is increasing and main

channels is consolidating.

More channels

More competition to get the word out to friends and peers, shift to dark social.

More competition

Decrease in trust to brands and

institutions, people turn to their friends

and peers.

More influencers


0.1 0.5

1.0

1.8

3.5

8.0

2005 2007 2009 2011 2013 2015

Digital information created and shared (zettabytes)

More content


… business’ commercial efforts on social media is

increasing during the Christmas season


8 sec. … average attention span

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71 % … says ”no thank you”

(they think commercials are annoying)

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3 out of 4 ...would not miss brands on

social media


? … why?



In a world where it is difficult to

distinguish between price and product. … the consumers want something more




Something to talk about


Would you like to sit next to yourself at the Christmas

dinner table?


4. How we can help our audience with what we have in common 3.

What we have in common with our

audience

2. Listen and learn about our story 1.

Buy our product

Rational

Emotional

Low engagement

High engagement

Content mission


Let it be Christmas …?



Four tactics for creating engaging Christmas campaigns


Do we want to stand out, by fighting fire with fire - or by

fighting fire with water?


Turn up the volume – and contribute to the noise

Focus on quality – by increasing relevance and value


Marketing is no longer a numbers game. It’s a game of

quality and relevance.


Reward I believe relationships are based

on mutual value. I like to be generous, but somehow expects

something in return for my commitments. So make sure to

make me feel special and reward me by giving me insights, special treats or access to competitions.

Social Currency I care about how I express

myself to others. So help me seem smart, cool and in the know about the world and

beyond.

Utility I share and engage with

meaningful things. So help with tools, knowledge,

expertise that can help me make my everyday life more fun, happier, mysterious or

inspirational.

Recognition I like being understood and

recognized for my interests and the way I pursue life. So be a facilitator

and help me be a part of a discussion, tribe and community.


Social Currency


Social currency Christmas24: The Christmas Gift Experiment


Recognition


John Lewis: Monty the penguin

Recognition


Recognition John Lewis: Monty the penguin


Utility


Spotify: Year in music

Utility

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Spotify: Year in music

Utility


Reward


WestJet: Christmas miracle

Reward


Nobody counts the number of ads you run, they just remember the

impression you make.

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