Every year brands strive to create the perfect Christmas advertisement that will be watched on television and on mobile screens across the globe. Competition is fierce during the the busiest time of the year, which means every dollar spent on holiday content needs to count. We analyzed how the most well-known UK retailers are faring on social media after debuting their highly anticipated Christmas commercials in order to see how brands are preparing for the holiday season.
Christmas Comes Early for John Lewis on FacebookFor some brands, their one Christmas post on Facebook became their best-performing post for the entire year. Though other brands’ Christmas posts weren’t their best-performing, they still largely contributed to their total share of interactions. When looking at retailers’ Facebook performance as a whole, we can easily see the positive impact that one Christmas commercial had on their overall performance.
On the other end of the spectrum, British supermarket Asda’s advert accounts for “0%” of their Total Interactions. Though the commercial was creative, festive, and appropriately themed, the post only earned 434 Interactions. This goes to show that it's not always about quality when it comes to producing holiday content. As we have seen for John Lewis, sheerly being associated with Christmas campaigns has given their brand a huge advantage on social media.
A Comparison of 2016 and 2017 Christmas Adverts on FacebookWe know that some of these brands created stellar Christmas content - but how did it stack up compared to last year? John Lewis’ 2016 #BusterTheBoxer campaign hit an all-time record with 80% of all of their Interactions for the year coming from this single post. This year, their #MozTheMonster Christmas ad was just 8% shy of beating their record.
Christmas commercials have been a seasonal tradition, followed by the most well-known brands across the globe, for years. Brands on social media have been able to get even more exposure out of their Christmas adverts as they publish their former short television spot on the online space.
Social media has allowed these brands to expand the reach of their advertisement while adding a layer of creativity. Posting at the perfect time can help maximize the number of audience members reached - which can give brands the peace of mind that they are reaching their full ROI potential on social media.
Looking for holiday campaign Inspiration? Browse through the largest content library in Socialbakers Suite to see what’s working across platforms - free!
You May Also Like
Everything You Need to Know About Instagram Ads
Due to their similarity to Facebook ads, Instagram ads are confusing to many marketers.
How is Instagram advertising different from Facebook advertising? What campaign objectives are available on Instagram? Where can businesses place their ads on the platform?
Read on to get detailed answers to these questions and learn how to make the most of the Instagram advertising options:
How to Build an Effective Facebook Advertising…
Starting a Facebook advertising campaign without any kind of strategy or planning, dooms it to fail before it has even begun.