Hours upon hours go into planning and designing a holiday campaign. Copy is written, graphics are designed and elaborate digital and physical assets are built. Sometimes, the most important part of the process is easily overlooked: How are you going to get people to see it, engage with it, and share it?
A brilliantly thought-out campaign without proper promotional seeding is like peanut butter with no jelly. We’ve decided to share the jelly through five strategies that will help improve your chances of success this holiday season.
1. Create an experience worth talking about.
If your work is boring, who will care? Boring work begets boring results. If you want results, make your content interesting and people to talk about it. Seems obvious, you’ve heard it before, and it bears repeating – year ‘round, not just during the holiday season. Much like diets, creativity is often thrown out the window when it comes to holiday campaigns. People aren’t going to engage with content just because you throw reindeer antlers on it; you need to bring it. Our 12 days of Gaga was shared because it was a unique, holiday-themed way of unveiling products. Instead of just throwing their logo on a Santa e-card, agency R/GA allowed users to tattoo their own holiday message onto Santa’s body. You strive to be creative the other 11 months of the year, don’t stop in December.
2. Identifying and mining for influencers
The deep seas of Facebook, Twitter and Youtube are home to the whales of social media. A common practice is to target those with thousands of followers; surely they must be the social media players with the most influence. However, numbers like that can tell a very misleading story. Instead, look to influence measuring tools like Klout or Kred which can provide a much more accurate influence picture. Suppose a user only has a few hundred followers, but each one of their posts gets shared 10-20 times; this is a influencer worth targeting, and a deep dive worth making to find him.
3. Influencer Outreach tactics
Once you have identified these great white whales of the social media sea, it’s time to man the harpoons. Don’t actually harpoon them, that is highly illegal (and not very productive). What you can do is make sure that your content surfaces in front of them. Find some way to package it so that spouts relevance and the rest is up to them. If your holiday campaign is worth talking about, then folks will talk about it. The best part? Thousands more will be listening.
4. Sponsored Content
Content is still king as long it’s in context. Sponsored content is a good way to get in front of possible influencers. Once you know where and how they ride the Internet tubes you can buy, or in some cases offer free, quality content to the publishers that the influencers frequent. Not all publishers will give you the opportunity to donate your content though. In that case you can treat your content as you might treat paid media. Content can be in a sponsored email and other times in can be in the form of an op-ed, sponsored article or blog post. No matter which you do, always make sure its authentic, organic-feeling, and most important that it fits
5. Digital Media Planning
Last but not least is digital advertising. Digital media has come a long way since the days of bouncy banner buying. Today, advanced targeting technologies have given advertisers the ability to find a needle in haystack. (i.e combining traditional demographic information with behavioral data). You can layer different technologies on top of your media buying to make your media highly efficient. In addition, new advertising mediums like Facebook’s sponsored stories, and Twitter’s promoted tweets have made it even easier to get the impressions you need to seed a quality campaign with the right audience.