Why Seasonal Campaigns are a Goldmine for Creatives

I think it’s well-known that creativity can often be hard to monetise, because even if you can create the most eye-catching, beautiful visuals, it still needs to solve a problem, especially in the world of e-commerce and retail. Working B2C and D2C for the best part of two decades now, you start to get into the rhythm of the yearly campaigns and fill out the content plan accordingly, where you will often lean heavily on the creative team to provide support on the visual assets and overall theme.

Out of season, a retailers’ campaigns will centre around which stock they want to shift by adjusting the pricing and simply polishing some glitter over it to make it appealing to their audience, but these can be ad hoc and difficult to benchmark. The creative’s time to shine is during seasonal campaigns, such as Easter, Halloween, Black Friday and obviously Christmas, because with like-for-like comparisons on the prior year, everyone can easily gauge its success, meaning a much more collaborative effort, from the analysts, the merchandisers, the marketing managers etc.

With more and more channels to hit as part of the marketing campaign, such as TikTok, Instagram, YouTube, Facebook et al, it’s important to get consistency throughout, ensuring your creative team puts together a campaign style guide, which can be used for asset creation. This will be like a mini brand guide, acting as a bible for which fonts to use, where to use them, which colours to apply and how any unbranded visual assets should be incorporated.

The seasonal campaigns should be a time when the creative guys can have a bit of free reign and rather than being led by the marketing chaps, I’ve found the best outcomes is to let them come up with the ideas first and mould those into a vehicle to deliver the promotions. This is a strategy that has worked with SkateHut, adapting video content around the campaign style guide to deliver some eye-catching visuals, while keeping on brand. Sales through direct channels gained a boost from this work, with the case study available here to check out.

Remember the challenges around seasonal campaigns though. It’s a shared competitive space, so you need to make sure you stand out, which is more reason to let your creative team put something together which can differentiate you in the market…or you know, you could just play it safe as usual. But if you are looking to do something awesome for your next seasonal campaign, simply get in touch with us and we’ll do all the hard work for you!