This week it’s all about digital marketing during the 2020 holiday season.
1. Let’s go (virtual) shopping.
While we all may be tired of hearing that things are looking a little different and unprecedented this year, it’s the truth, and in holiday advertising, creatives have to walk a line between festive and factual, while also adapting to changing lifestyles and shopping habits. One way some brands are doing this? Creating interactive virtual shopping experiences. Hudson’s Bay has created a “Holiday Hub,” while Charlotte Tilbury has created a virtual store called “Beauty Secrets.” On Black Friday, Bustle Digital Group is launching its digital “Shop Holiday” market—complete with sponsored booths and editorial content. “We’re trying to bring the excitement and energy of the good old fashion American mall into 2020,” Bustle Digital Group’s Jason Wagenheim told Digiday.
2. Not quite merry and bright messages
Some retailers went for an earnest rather than cheery tone in holiday campaign ads. Amazon’s two-minute narrative tells the story of a community banding together (with supplies from Amazon) to stage an outdoor dance show for a young ballerina after her original performance was canceled. And the Gap’s color-filled holiday ad features dancers who write words like “connection” and “hope” on bright pieces of paper. While messaging varies depending on the brand, these examples show how brands are creating content that speaks to their audiences in the present moment.
