How did Coca-Cola turn its glowing red trucks into a timeless symbol of Christmas cheer? And why do we still smile at the M&M’s classic moment when Santa faints uttering “They do exist”? That’s the magic of harnessing holiday nostalgia — done creatively and with a dash of wit.
It is how brands in the ’90s solved the puzzle to win hearts during the festive season. But times have changed: during the 2023 holidays, social media advertising brought in five times more traffic than traditional marketing. Today calls for a fresh take.
Why Influencers Are the Best for Christmas Campaigns
It is during Christmas and New Year that people crave meaningful connections and joyful celebrations… along with dazzling gifts, delicious feasts, and spectacular events. The season is the height of consumer engagement but also the peak of brand ads and special campaigns. So, the real challenge is to cut through the noise.
The solution was not long in coming. Sincere, creative, and funny: influencers are everything the audience wants, particularly so in this festive wintery period. Each with a unique spark, they are the best way to stand out. The holiday spirit thrives online, influencers are there to make it shine — and here’s why.
Connect authentically
On Christmas, loved ones gather to focus on what truly matters — family, friendship, love, kindness, and generosity. Influencers win over audiences by speaking to their values. As a result, their heartfelt recommendations carry more weight than flashy ads on TV screens.
They can make it all more authentic by choosing the products they genuinely want to highlight. Just like @beccaeatseverything, who got a package of Sainsbury’s Christmas treats but only raved about the five she liked best.
Tell the stories
Christmas and New Year are emotional times filled with hope and joy. Influencers thrive on storytelling, blending your brand into relatable narratives. Each does it in their own way, so working with a mix ensures you reach diverse segments.
Take the hotel chain Travelodge, for example. @matthewandryan told a funny story of a last-minute stay story after travel plans fell apart. Meanwhile, @aspoonfulofalice shared how, as someone with ADHD, she found a quiet space to rewind after a busy day with family. These authentic tales showcased how Travelodge solves real-life problems, making the brand relatable to different audiences.
Tap into holiday nostalgia
Winter holidays stir up powerful emotions, and one of them has a name: holiday nostalgia. It’s that warm, fuzzy feeling of childhood memories and festive traditions. Twinkling lights, classic carols, and delicious scents bring us back to simpler, joyful moments with family. Brands are fully aware of that, trying to bring those “Nostalgic Christmas childhood vibes” together with influencers.
Influencers are experts at tapping into these emotions. They share real stories of cooking with loved ones, decorating their homes, attending festive events, or staying connected with family across distances. They might run into those little holiday hiccups we all know — like family members arguing over what to cook or the struggle of not being able to meet loved ones in person. These are the relatable moments that hit home and connect with people in a way no colorful ad ever could.
Spark a sense of urgency
Influencers can create excitement around limited-time offers or exclusive holiday products. A powerful psychological trigger, Fear of Missing Out is widely used in traditional advertising. Yet in influencer campaigns, it strikes a chord better — not just because of the authentic connections they build.
Influencers bring products to light by showing them in action. @laucapon shared her joy as she opened the Sephora advent calendar in real-time, or @jen_and_her_tribe_of_7 hyping the Lidl truck arrival and inviting viewers to visit the shop while she herself was browsing the supermarket shelves. This creates a stronger emotional pull than a standard ad would. On top of that, influencers build tight-knit communities. When followers see others raving about a product, the urge to join in grows even stronger.
Fuel buying desire
Influencers drive action. Studies show that almost half of consumers make purchases because of influencer posts and 81% of consumers are encouraged by their social media feeds.
For Gen Z, influencers are the primary product discovery channel. Over half of both Gen Z and Millenials use social media for gift ideas and purchases. Influencer recommendations often convert into direct sales during the holiday season, especially when delivered in the right formats.
Top Content Formats
While a good tactic is to experiment with formats, it helps to have some key landmarks to guide you along the journey. These top-4 formats are a win for any Christmas campaign.
Gift hauls
When it comes to Christmas and New Year, gift-giving is a big part of the fun — but let’s face it, not everyone finds it easy to come up with ideas. That’s why many people turn to the internet for inspiration. That’s why gift haul videos and posts with reviews of the products are a perfect go-to. This format is a win-win: it’s a natural way to feature multiple items in one post and a lifeline for those scrambling for ideas in December.
Unboxing
This format also provides gift ideas but has a unique twist to it. What makes it so special is the suspense influencers build to make viewers excited for what’s in the box. This naturally adds to the emotional connection, while focusing on one or two items allows brands to showcase the product in every detail. Another part of magic lies in influencers’ genuine reactions when they reveal what’s inside. It’s this shared surprise that deepens the bond between them and their viewers and makes everything feel more personal and relatable.
Recipes and DIYs
The holidays aren’t just about gifts — they’re also about decorations and food preparations. This is where a big chunk of holiday content comes in, especially craft videos: from “GRWM for Christmas” for clothing companies to festive recipes for food brands. Some think outside the box to link their products to the Christmas spirit, and it’s always exciting to see how they bring the holiday magic in like HP did with their printers. This format not only provides useful content for viewers but also lets brands shine in a new and festive light.
Storytelling
This is where influencers truly shine, and it’s the secret sauce behind the impact of their recipes, GRWMs, unboxings, and so on. But as its own format, storytelling is just as powerful. People naturally connect through stories, and during Christmas — a time when we crave human connection more than ever — a heartfelt story will resonate deeply. Whether it’s about family traditions, New Year’s plans, or struggles during the holidays, these narratives strike a chord. When your brand becomes part of that story in an authentic way, it doesn’t just find its place — it steals the spotlight.
Types of Campaigns to Try
“Classic” sponsored posts and videos are a tried-and-true approach, especially when the influencer genuinely clicks with your brand, keeps it real with their content, and has great engagement. But if you want to take your campaign up a notch, you might want to consider the following campaign types.
Social media takeover
When brands let influencers create on their corporate accounts, they boost visibility and trust — an approach nailed by big names like Sephora and Target. Brand pages lack the emotional appeal, so social media takeover brings back that all-important human touch. It’s a smart way to make your page stand out during the holidays.
Ambassadorship
Earlier we covered how long-term relationships with influencers build trust and authenticity and how ambassadors strengthen the brand’s image in the audience’s mind. Whether it’s a regular team-up, like Zoe Sugg and Marks & Spencer, or a huge creative campaign, like the Joy Squad for The Body Shop’s “Spread the Love, Share the Joy” initiative, the impact is clear. When an influencer consistently mentions your brand, it amplifies visibility and strengthens recognition in a way that sticks with people.
In-person event
To take influencer engagement to the next level, brands can throw exclusive PR events. For example, Waitrose pulled off a classy Christmas dinner at a castle, and the social media buzz was off the charts thanks to influencer coverage. Similarly, Calvin Klein upped the glam factor with their 2019 pajama party in New York with influencers invited. Influencers are also perfect for drawing a crowd to your live event — as shown by ASDA, which had its Gnome of Christmas covered by local influencers. This way, brands build stronger relationships with influencers, gain widespread coverage, and let their unique vibe shine.
Giveaways
A large part of the excitement in Christmas ads — and the driving force behind the Fear Of Missing Out strategies — comes from limited-time offers. That’s why many brands team up with influencers to run giveaways of their products. It’s a fast way to introduce your brand to a fresh audience, generate positive buzz, and build trust, as people are more likely to check you out when there’s a freebie involved.
Core Principles to Keep in Mind
Different content formats and partnership variations will bring fresh energy to your campaign. But whether it’s a social media DIY takeover or an offline event told through an engaging story, these principles will enhance the impact of any campaign.
Make it relatable
The real power of influencers — storytelling — only works when their story has a relatable problem at its core. That’s why Option B’s partnership with @feedthemalik was so impactful. She shared her experience of navigating the holiday season after a divorce — spending time with close ones and prioritizing self-care. This is a perfect example of purpose-driven marketing, but brands don’t need such a specific focus to resonate.
A prime way to connect is to highlight common holiday struggles — like the chaos of gift shopping and travel headaches. Or lean into what people crave most during the season: kindness and care. Think of Body Shop’s campaign aiming to spread joy and inspire acts of kindness during the festive season.
Encourage UGC
People love hearing stories and sharing their own, especially around festivities, so it’s always a hit when brands give room for that. Influencers are great at sparking social media engagement and encouraging user-generated content with hashtag challenges. For their 2019 holiday campaign, Lego teamed up with family influencers who shared tutorials on Lego holiday decorations and invited followers to join in with the hashtag #BuildToGive.
Campbell followed suit by collaborating with food influencers to showcase cherished family recipes and inspiring others to share their own inventions with #ShareYourSides. Coffee chain Pret A Manger also took things to TikTok with their #JoyWithPret campaign. They challenged users to post videos capturing what brought them joy, and the results were incredible — tons of UGC and over 3 billion views.
Engage in real-time
People love feeling like they’re part of something exciting happening right now. That’s why creating space for real-time engagement is key, and luckily, influencers are pros at making it happen on social media. Waitrose, for example, turned their mysterious ad about a stolen pudding into a social media event, partnering with influencers to invite viewers to help solve the «crime.» This created a sense of togetherness, with everyone joining forces in the festive fun.
Another great example of fostering a shared experience is the classic countdown giveaway. e.l.f. nailed it with their 12 Days of e.l.f. campaign. To build anticipation, influencers shared short ASMR-style videos of unboxing adorable miniatures of e.l.f. products from a festive advent calendar.
Make it culturally relevant
Playing with familiar images and deep-seated associations adds to the emotional spark of campaigns. Some brands and influencers cleverly play on iconic pop culture symbols tied to Christmas and New Year. For instance, the streaming service Peacock brought the Grinch to life in their holiday integration, while Lidl gave a playful nod to Coca-Cola’s iconic truck.
Another way to go about it is to take a more localized approach and appeal to specific cultures. Partnering with regional influencers is key here — like Olaplex teaming up with Latin American creators. This strategy not only broadens the campaign’s reach but also helps different cultural communities feel seen and included, spreading the festive cheer far and wide.
Hop on trends or come up with your own
Trends are always a smart move for social media campaigns — they keep your content fresh and cater to the algorithms. From trending transitions to popular formats like countdown challenges, GRWMs, or holiday decoration videos, there are plenty of ways to get noticed.
If you’re aiming to lead the pack instead of following, a catchy slogan or idea promoted with the help of influencers can do the trick. For example, the “Hey, Sainsbury” trend encouraged influencers to ask the store for help finding ingredients for Christmas recipes. Similarly, Hugo Boss hit the festive sweet spot with their #MerryBossmas TikTok campaign, featuring micro-influencers using a custom pop-up filter to spread the holiday cheer.
Wrapping It All Up
Christmas is a magical time for consumers and brands alike, but it comes with its fair share of challenges. While shoppers may feel the pressure of holiday prep, brands face the task of standing out in the sea of festive ads. The key to success? Tapping into what truly matters to people and filling their digital spaces with a genuine holiday spirit.
That’s where influencers come in. They excel at building real connections, sharing heartfelt stories, sparking holiday nostalgia, and driving excitement for purchases. The best campaigns are those that feel relatable, engaging, trendy, and culturally relevant.
To craft campaigns that truly resonate, partnering with an experienced agency can make all the difference. At AAA Agency, authenticity is in our DNA. Let’s work together to spread some holiday magic and make season one to remember. Reach out, and let’s sleigh it!
