{"id":1030,"date":"2020-11-17T11:00:41","date_gmt":"2020-11-17T17:00:41","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1030"},"modified":"2020-11-17T11:00:41","modified_gmt":"2020-11-17T17:00:41","slug":"six-things-to-keep-in-mind-while-crafting-your-holiday-campaigns","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/six-things-to-keep-in-mind-while-crafting-your-holiday-campaigns\/","title":{"rendered":"Six things to keep in mind while crafting your holiday campaigns"},"content":{"rendered":"\n
\"\"
Gonna need you to slap on a mask before you slide down that chimney, Santa.<\/figcaption><\/figure><\/div>\n\n\n\n

You\u2019re probably well into the process of developing holiday ad campaigns for your clients. (If not, good Lord, get it in gear.) Even so, it\u2019s never too late to check your work to make sure you\u2019re getting it right.<\/p>\n\n\n\n

And unlike years past, Holiday 2020 is going to be challenging to get right, being indelibly marked by the COVID-19 pandemic. Sick of hearing about it? Me, too, and like many people, I\u2019m sick of talking about it, but it\u2019s not avoidable. And in our industry, when we\u2019re trying to reach our audiences where they live, when we\u2019re supposed to understand them and connect with them, we can\u2019t ignore the fact that \u201cwhere they live\u201d right now is in a pandemic.<\/p>\n\n\n\n

You don\u2019t have to (and shouldn\u2019t) make all your ads heavy and COVID-centric. You don\u2019t have to (and shouldn\u2019t) abandon traditions and change your brand because the world is different right now. You don\u2019t have to (and, come on, shouldn\u2019t) throw in the obligatory \u201cThe holidays are going to be different this year\u2026\u201d \u2014 like, oh, wow, thanks for mentioning it, I\u2019d totally missed that. You don\u2019t have to (and shouldn\u2019t) not have fun. You just can\u2019t ignore that the world we\u2019re communicating in is, well, different this year. A few things we need to keep in mind as we adjust to that:<\/p>\n\n\n\n

Money is tight for a lot of people.<\/h2>\n\n\n\n

Chances are, you have some kind of product to sell, and in our current economy, you probably have an audience that wants to buy your product, and would otherwise buy your product, but can\u2019t afford to buy your product. And it\u2019s probably a sensitive point with them. It\u2019s tough to push a product in that kind of environment, and \u201cMaybe we\u2019ll just do a branding ad this year\u201d might feel like a bit of a cop-out.<\/p>\n\n\n\n

How to work with it:<\/strong> If you can find a thoughtful way to push your product, go for it. But if not, \u201cdo a branding ad this year\u201d seriously isn\u2019t a cop-out. Rock some product placement, but keep it focused on your audience and how you, as a brand, are being attentive to their needs and feelings. Have a charity initiative? Go to town. This year, associate your brand not with commercialism (she says, fully recognizing the irony) but with people and connections and generosity. In a time when people have both emotional and situational needs, be a place they can go.<\/p>\n\n\n\n

Togetherness is going to look very, very different.<\/h2>\n\n\n\n

Sorry to slam you with it, but I\u2019ll never not give it to you straight up: This is not the year for traditional togetherness. Public health officials are telling us quite clearly that gathering outside of our respective pods is a danger to the entire community. Just as we\u2019ve all been conscious about putting masks on people in our ads, and making a note whenever we use an image shot pre-pandemic, we need to depict safe behavior in our holiday ads. (Nope, not being paranoid, not making an overly big deal \u2014 this is important.)<\/p>\n\n\n\n

And that means that yes, dinners and traditions and such are inevitably going to look different. Neighbors are going to be sharing hot chocolate and carols from their respective front porches. People will be joining each other for holiday meals via the same Zoom window they\u2019ve been starting at during work meetings for the past nine months. That\u2019s what life looks like now \u2014 and, unfortunately, what it\u2019s supposed to look like right now \u2014 which means that\u2019s how our depictions of life are going to look, too.<\/p>\n\n\n\n

How to work with it:<\/strong> Work with it. If it fits the tone, be lighthearted about it \u2014 a collection of laptops and tablets lined up around the dinner table for the family to \u201cshare a meal.\u201d A joke about how only cleaning one room of the house is the holiday equivalent of wearing PJ pants to a client meeting. If lightheartedness isn\u2019t fitting, don\u2019t try. And don\u2019t try to ignore it or write around the fact that it\u2019s happening. But do focus on the ways people are able to be together, and how they\u2019re able to share love and closeness, and the aspects of the holiday that do manage to stay more-or-less the same even as so much else is very different.<\/p>\n\n\n\n

A lot of families are going to be missing family members.<\/h2>\n\n\n\n

As of this writing (Tuesday, November 17, at 10:30 a.m.), more than 73,000 people in the U.S. are hospitalized with COVID-19, and nearly 250,000 have died from it<\/a>. (Yeah, I’m bringing out the ugly, painful statistics. Deal with it.) That\u2019s a lot of families whose holidays will never look the same.<\/p>\n\n\n\n

How to work with it:<\/strong> Just be respectful. Don\u2019t dwell on it, but be conscious of the fact that for some people, \u201ctogetherness is going to look very different\u201d will be, on its own, very different. \u201cSomeday, we\u2019ll be together again\u201d is a beautiful, hopeful sentiment, and you don\u2019t have to avoid it, but when you\u2019re using it, be conscious of the fact that it\u2019s not going to be exactly that way for a lot of people.<\/p>\n\n\n\n

All the ads are going to look the same.<\/h2>\n\n\n\n

Generic COVID Ad has been a common joke since the beginning of the pandemic, but it\u2019s likely to be even more so during the holiday season. If we\u2019re honest with ourselves, holiday ads tend to get a little repetitive in a normal year anyway, and it\u2019s even harder to present something unique within the constraints presented by the pandemic.<\/p>\n\n\n\n

How to work with it:<\/strong> Either bust your ass to come up with something creative or just accept that your ad probably isn\u2019t going to be cutting through the holiday messaging clutter this year. If you think a \u201cWe care about you\u201d message over the strains of a beloved Christmas carol played on a slightly-out-of-tune piano is going to be a game-changer, it\u2019s just\u2026 not. And honestly, that might have to be okay. It feels really weird to say, as a creative who\u2019s never not dedicated to giving my clients the best work possible (reasonable rates, inquire within), and definitely do your best, and definitely throw everything you have behind creating something special to make your client proud during this difficult time. But your choices this year are putting sanity-threatening amounts of work into coming up with something special, or not doing that. And if your Holiday 2020 ad isn\u2019t Clio-worthy, then\u2026 okay.<\/p>\n\n\n\n

Don\u2019t @ me.<\/p>\n\n\n\n

\u201cToo soon\u201d is a bigger deal than ever.<\/h2>\n\n\n\n

Humor in holiday ads is a grand tradition, and there\u2019s no reason that doesn\u2019t have to continue this year \u2014 within the boundaries of taste. This is not a time to push the comedy envelope. Loss, loneliness, financial struggle \u2014 these things are (sorry to be a buzzkill) not funny, and this year, trying to make them funny is almost certain to go wrong.<\/p>\n\n\n\n

How to work with it:<\/strong> Avoid it. Don\u2019t even try to walk the line. If there\u2019s even a question, go with something else. It\u2019s just not worth it this year. (EDEKA, that means OPA DOESN\u2019T EMOTIONALLY MANIPULATE HIS FAMILY THIS YEAR<\/a>.)<\/p>\n\n\n\n

Hope, love, and joy are still a thing.<\/h2>\n\n\n\n

All of these things notwithstanding, hope, love, and joy all have a place in the world right now. There\u2019s no getting around it \u2014 the 2020 coronavirus has been a tragedy. But this year hasn\u2019t been only tragedy. It hasn\u2019t been nothing but tragedy. And in the future \u2014 God only knows when, but eventually \u2014 the tragedy will be over. There has been happiness, and laughter, and generosity, and people finding a way to stay emotionally close, and the general faith in humanity that people will do what it takes to make this end. The ideal of the holidays (the ideal, anyway) has traditionally been about, like, love and caring and generosity and stuff, and being able to bring that in such a difficult time is something precious that, at the risk of wandering into self-importance, our industry is well positioned to do.<\/p>\n\n\n\n

How to work with it:<\/strong> Bring hope, love, and joy. Bring laughter. Bring generosity. Of course, and as always, respect people and the world they live in, but also, try to make them happy. God knows we need it.<\/p>\n\n\n\n

Announcing the 2020 Weepies<\/h3>\n\n\n\n

While I happen to be on the subject: As always, Holiday 2020 will see the return of the Weepie Awards<\/a> \u2014 our annual celebration of holiday ads that make you cry happy, sentimental tears.<\/p>\n\n\n\n

Are you already encountering emotional holiday ads? Do you have any old, reliably weepy favorites worthy of a Lifetime Achievement Award? Make your nomination in comments, on Facebook or Twitter, or via email (if you\u2019re for some reason ashamed or whatever. But don\u2019t be). And be sure to take a minute to admire past winners.<\/a> Awards will be awarded in time for our celebrated creatives to brag about them at Christmas, because you know they\u2019re going to be following this blog religiously until then.<\/p>\n","protected":false},"excerpt":{"rendered":"

You\u2019re probably well into the process of developing holiday ad campaigns for your clients. (If not, good Lord, get it in gear.) 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