The Nice List: The Best Campaigns from Holidays Past

Guest post by Courtney Doman, Digital Marketing Manager at Social: IRL sponsor, Spredfast.  Originally posted in the Spredfast blog.

You have probably already seen tinsel and garland in the aisles of your favorite department stores and may have even grumbled that it is “too soon!” But if you are a marketer, particularly for a retail brand, there is no time like the present to put a bow on your holiday strategy for this year.

Social activations are becoming bigger and better parts of many brands’ holiday strategies. We’ve assembled a “Nice List” of standouts from the 2012 holiday season. Check it out for some social inspiration.

Provide a One-of-a-Kind Experience.

A personal touch goes a long way. REI wowed with their #giftpicks campaign in 2012. REI called on their Green Vests—passionate in-store employees who are knowledgeable and helpful, to create real-time video responses to REI members asking for help buying gifts. The team shot about 90 custom videos for this campaign. Not only did the gesture deepen relationships between the brand and members receiving responses, referral traffic to REI’s site doubled. Want to read more about this campaign? Ekaterina Walter wrote a great recap last year.

Nice List 1Give the gift of great content.

The holidays are a time to celebrate and look good doing it–whether you’re scoring facetime with your boss at the office holiday party, sitting around a feast with family, or ringing in the new year with your friends. You might guess that Brooks Brothers, America’s original clothier, has your outfit covered. But did you know that they also provide scores of tips and tricks on how to navigate the holidays with style and ease? The Brooks Brothers blog, Of Rogues & Gentlemen, covered everything from creating a knockout charcuterie plate to writing the perfect thank you card last holiday season. The holidays are hectic. By providing useful lifestyle information, Brooks Brothers was able to create value for customers and stay top of mind, with something other than a sale.

Nice List 2

Invite People to Share their Wish List.

81% of U.S. Consumers are influenced by friends’ social media posts. Getting consumers to actively discuss preference for your brand’s goods or services is a powerful tool that can drive further awareness and preference. Last year, Sephora asked their twitter followers to tweet the Sephora products on their holiday wish lists to “@Sephora Claus” and granted the wishes of 30 users. The campaign garnered over 50,000 entries. The great interactive user experience allowed entrants to discover other wishes and engage with the campaign.

Nice List 3

Surprise and Delight

Many brands are tapping in to the visual, inspirational nature of Pinterest to stage their holiday social campaigns. Pinterest collaborated with people, businesses, non-profit organizations, and celebrities to reveal 30 holidays boards in an interactive calendar for their 30 Days of Pinspiration Campaign.

Nice List 4

H-E-B, a Texas grocer, ran a Pin to Win campaign during the 2012 holiday season, asking customers to pin their favorite holiday meal ideas to a Pinterest board for a chance to win a $1000 gift card. It was a great way to start a conversation about holiday food traditions and get users engaged.

Nice List 5

Are there any other holiday campaigns that stood out to you last year? Shoot me a tweet at @cjdoman to discuss. Looking for ways to make your holiday campaign memorable this year? Check out this tip sheet for 5 Social Media Best Practices for Retail Brands.

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