The holiday season as we know it - from big family gatherings to indulgent shopping sprees to neighbourhood carollers - is changing. Lockdown measures to curb the spread of COVID-19 have meant that large gatherings haven’t been possible for the better part of a year, people are spending differently in almost every category, and there’s been keen debate over one very simple tradition that we perhaps take for granted: door-to-door carolling. In many ways, the festive spirit needs some rekindling.
What this means for brands is that it’s no longer enough to do the holidays the same way. More than ever, you need to be listening to your fans. According to a YouGov study commissioned by Facebook, 65% of people agree that the way a brand responds to the impact of COVID-19 will have a huge influence on whether they buy from that brand in the future. Over the past few months, we’ve seen businesses around the world respond to the pandemic by identifying where and how they can make a positive contribution. And the holiday season is already proving to be no exception, with brands jumping at the opportunity to reach out and inspire their customers and communities in what has been a trying time for so many of us.
Shining a spotlight on family this year...
…are brands like Disney and Coca-Cola. Disney’s 2020 Christmas commercial celebrates the beloved family traditions that keep us together, even when times - and families - change. Perhaps even more importantly, the ad is running in conjunction with Disney’s campaign to support the Make-A-Wish foundation, which fulfills the wishes of children with critical illnesses. The campaign, aptly named ‘From our family to yours’, allows Disney’s fans to trigger donations in a number of ways, from buying a vintage-inspired Mickey Mouse soft toy that features in the campaign to downloading ‘Love is a Compass’, the charity single featured in the campaign. Even good intentions count - fans are being encouraged to share a festive memory on their socials to trigger more donations from Disney to Make-A-Wish.
Meanwhile, Coca-Cola’s heartwarming and very whimsical Christmas commercial encourages its fans to ‘give a gift that only you can give’. And brands such as Sainsbury’s with its Gravy Song and Branston Pickles with A hit of home took a similar approach, noting that more than ever, people are missing their families and anticipating the return of good times together.
It’s also a time to remind each other to be kind
John Lewis almost didn’t produce a festive ad this year, and have shared that they considered making a substantial charity donation instead. But when charity partners FareShare and Home-Start told them that “the gift of awareness is beyond the gift of financial support”, a story began to take shape around kindness, and the idea of giving to charity instead of giving presents. The brand is following up with a five-year purpose strategy that will include doubling down on sustainable and community efforts.
Social purpose will be the key to a more positive 2021
It’s clear that, more than ever, brands need to reflect their fans’ values, beliefs, and concerns. And not only to ‘talk the talk’, but to take practical actions that demonstrate their commitment to those values, beliefs, and concerns.
One of the ways brands are integrating this into their ongoing marketing strategy is through social purpose. As you plan your brand activities for 2021, what ideas and initiatives are you considering to help your customers and wider community?
Tell us about your goals for the new year, and we’ll help you to lay out a social purpose strategy that brings your brand and audience together for the good of everyone.