Holiday Marketing Campaigns That Inspire: Lessons for Small Brands
As the holidays wrap up and we look toward the new year, it’s a great moment to pause and learn from standout campaigns. For small business owners, authors, artists, and wellness brands, the same strategic lessons apply: connect emotionally, surprise your audience, and stay true to your brand identity.
Here are several recent holiday marketing campaigns that caught our eye:
Kit Kat: “Santa-Shaped Candy” (2024)
For the first time in the U.S., KitKat released candy shaped like Santa and launched mall activations encouraging consumers to “unwrap the holiday spirit.” The playful rollout paired nostalgia with novelty to drive in-store excitement and social sharing.
Key Takeaway: A novel product format can generate buzz and strengthen brand recall during crowded holiday seasons.
Read More About the Campaign: Hershey
Target: “Born to Be Kris” / Kris K Santa” (2024)
Target re-imagined Santa as “Kris K” for its 2024 holiday campaign, introducing a charismatic, fashion-forward Santa that took over digital and social channels. The campaign embraced humor and inclusivity while maintaining the brand’s accessible, upbeat tone.
Key Takeaway: Re-interpreting a classic symbol in a way that aligns with your brand identity can generate significant attention and spark conversation.
Read More About the Campaign: Marketing Dive
Walmart: “Gifts That Show You Get Them” (2024)
Walmart’s U.S. campaign focused on thoughtful gifting and emotional connection, featuring everyday moments between friends and family. It also extended across digital, social, and in-store experiences, reinforcing the message that “understanding your loved ones is the best gift.
Key Takeaway: Even large-scale retailers can leverage emotional storytelling to humanize their brand and connect authentically with audiences.
Read More About the Campaign: Marketing Dive
Pepsi: “Zero Sugar Gingerbread Minis” (2024)
Pepsi introduced a limited-edition holiday flavor and partnered with a parody baking show, “The Gingerbread Bake-Off,” to announce the product in a fun, festive way. The campaign leaned heavily into TikTok trends and influencer engagement to drive buzz.
Key Takeaway: Creative product tie-ins and cross-platform storytelling can make even simple flavor launches feel like events.
Read More About the Campaign: Marketing Dive
Marks & Spencer Food: “Gifts That Give” (2024)
M&S spotlighted acts of generosity and inclusion during the holidays, showing how food and gifting can bring communities together. The campaign mixed emotional storytelling with social purpose.
Key Takeaway: Holiday marketing can highlight deeper brand purpose, not just drive sales.
Read More About the Campaign: House Beautiful
Coca‑Cola: “The World Needs More Santas” (2023)
Coca-Cola’s global holiday campaign reimagined the idea of Santa Claus for modern audiences, encouraging everyone to embody the spirit of kindness and generosity. The omnichannel rollout included TV, digital, and experiential components across 80+ markets.
Key Takeaway: Tap into universal values (like kindness and joy) and amplify them across multiple channels.
Read More About the Campaign: Ads of the World
Apple: “Fuzzy Feelings” (2023)
Apple’s stop-motion short film told the story of a young woman channeling her frustrations into creativity through her MacBook. It blended humor, nostalgia, and artistry: classic Apple storytelling.
Key Takeaway: Emotional storytelling can elevate even product-centered messaging into something memorable and human.
Read More About the Campaign: Creative Boom
John Lewis: “Snapper: The Perfect Tree” (2023)
A perennial favorite, John Lewis continued its legacy of emotional storytelling with a whimsical tale about a Venus flytrap that becomes the family Christmas tree.
Key Takeaway: Emotional resonance and surprise can turn an annual campaign into a cultural event.
Read More About the Campaign: Exchange Wire
Nordstrom: “Make Merry” (2022)
Nordstrom paired holiday cheer with sustainability by introducing reusable gift bags and inviting customers to share how they “Make Merry” using branded hashtags. The campaign tied festive creativity to long-term environmental values.
Key Takeaway: Align seasonal campaigns with brand values—in this case, sustainable gifting.
Read More About the Campaign: Nordstrom
LEGO: “Build a Playful Holiday” (2022)
LEGO celebrated creativity and imagination by spotlighting families and friends building together during the holidays. The storytelling reinforced how play connects generations and sparks shared joy.
Key Takeaway: Anchor campaigns in your brand’s core promise. In LEGO’s case: creativity and connection.
Read More About the Campaign: Mo Engage
Casper: “Slumberland” (2022)
Casper’s holiday campaign leaned into emotional storytelling around comfort, rest, and connection. The minimalist visuals and soothing tone reinforced the brand’s positioning as a lifestyle symbol for calm and self-care.
Key Takeaway: Cozy storytelling can reinforce lifestyle positioning while creating emotional warmth around your brand.
Read More About the Campaign: Furniture Today, Mo Engage
What Your Brand Can Steal from These Holiday Campaigns
Lead with Emotion: Campaigns work when they evoke feelings like joy, nostalgia, empathy, or community.
Offer Surprise or Novelty: Whether it’s reusable designs or window theatre, Unexpected moments keep audiences engaged.
Stay on Brand: The best campaigns have messages that, even when seasonal, still unmistakably feel the brand behind them.
Utilize a Multi-channel Presence: Holiday campaigns succeed when they extend storytelling across web, social, email, and video.
Communicate Value Beyond Product: Many of these campaigns communicated a belief or lifestyle, not just a sale.
Holiday campaigns don’t need massive budgets to make an impact. Even small brands can apply the same principles: tell a story, surprise your audience, and stay true to your brand voice.
As you plan next year’s marketing, ask yourself:
What seasonal story can my brand tell?
How can I surprise or delight my audience?
What emotion or value will make it memorable?
If you’d like help developing a seasonal campaign that fits your brand, Solazzo Designs can help you plan and execute a strategy that connects. Book a free consultation to explore creative ideas for next season.