2025年圣诞节广告经验报告（英）.pdfVIP

Lessonsin

advertising:

Christmas2025

Introduction

Everyyearasweapproachthewinterholidays,theairwavesarefilledwithfestive

storytelling.Christmasadvertisinghasbecomeasmuchapartoftheseasonaslights

onatreeorsongsontheradio.

That’sbecausetherunuptoChristmas,or“goldenquarter”spanningOctoberto

December,isoneofthemostprofitableperiodsforbrandsandretailers.It’ssucha

criticalperiodforsalesthatit’sessentialforcompaniestonailtheirholidayadvertising.

Yetthebestadsarentthosethatfeeloverlypromotional.Themostsuessfularethe

campaignsthattapintoemotion—thefeelingsofnostalgia,togethernessandthe

magicalfeelingoftheholidays.Theyreminduswhattheholidaysmean,whilealso

ensuringthebrandscometomindpowerfullyandpositivelyduringthenextfewcritical

KimMalcolm

shoppingmonths.

Headofadvertising

ThisyearwelookedatsomeofthebestadsfromtheUKandtheUS.research

SomebrandsareknownfortheirgreatChristmasadsyearafteryear,whileothersless

so.Somebrandsreliedontheirtraditional(andsuessful)formulas—delivering

consistencyinafreshway—whileotherstooksomerisksanddidsomething

unexpected.

We’llgothroughtheresultsandthenshareourtipsonhowyoucanmakeagreat

Christmasadnextyear.

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Methodology

Weanalyzedalltheadswithconsumerfeedback

frompeopleusingZappiAmplifyAdvertising

System,amodernresearchsyste