With BFCM planning out of the way, it’s now time to focus on your Christmas social strategy. Facebook ads are a strong asset to your multi-channel marketing strategy during the holiday season and we are here to guide you to creating a successful holiday campaign. Gifting season means holiday marketing campaigns everywhere you look. It is important to create a campaign that cuts through the noise and delights your customers. Our festive social media ads guide outlines 4 key steps to help you stand out from the crowd.
1 – Identify your Goals
In identifying your key goals for your holiday campaign, you can address these and work to overcome any challenges you may face. Your goals might be along the lines of:
- Creating a sense of community around your holiday campaign.
- Driving new customers to your offering.
- Increasing sales by 40%.
Once you have laid out your expectations, you will be able to more easily manage your campaign and measure its success.
2 – Define your offering
Before you start building anything, it is key to define what you will be offering to your customers. For example, will you be bundling any of your products into the perfect gifting set, offering free shipping on all orders or pushing gift wrapping as an add on at checkout? You can then communicate these in the creative of your ads at the appropriate stages of the funnel.
It is important to note that you don’t always need to include a discount or add-on, you can also look at strategies including partnering with a charitable organisation whereby a percentage of the purchase goes to the selected charity. Work towards an offering that most aligns with your goals.
3 – Develop strong ad creative
In their 2021 Holiday Marketing Guide, Facebook identified four key needs of holiday shoppers:
- Community and Connection;
- Engagement and Entertainment;
- Anticipation and Occasion;
- Inspiration and Spontaneity.
Develop your ads with these key needs in mind. You want to create something that makes your audience feel something, communicates your brand values and captures your brand voice and identity. Check out a few of our favourite holiday marketing campaigns, which harness these needs and might inspire your approach.
Apple’s ‘Make someones Holiday’ campaign gives us all the feels.
Disney: From our family to yours.
4 – Launch as early as possible and remember to test, test, test.
When creating and launching your ads make sure to test different copy variations and creatives at different stages of the funnel to define what your audience reacts best to. Alongside your copy variations, test different ad formats including videos, carousels and still images. This approach will allow you to optimise upon what works best among your customers and maximise results.
If you are an eCommerce brand, make sure to update your product catalogue and test collection ads and dynamic ads to help you maximise results. Make sure you work hard to define and understand your buyer persona and what they are looking for this holiday season to deliver them a winning social ads campaign!
Remember: Don’t just rely on Facebook ads this holiday season
We know that social ads are a strong approach to driving web visits and conversions. However, don’t sell yourself short and miss potential sales through other channels. It is best practice to pursue an omni-channel marketing strategy which nurtures new and existing customers.
Looking for some help in developing your social ads strategy this holiday season and into the new year? Feel free to reach out to me at [email protected], to find out how we can help you!