As we approach Christmas, a high number of organisations are trying their hand at festive marketing and the results certainly vary.
Some prove to be hits, while others fail dramatically. A successful festive marketing campaign requires a great understanding of your audience, informative content and a bit of magic!
Some of the classics such as the coveted Coca-Cola Christmas advert and the Toys “R” Us TV commercial are synonymous with the season and have entertained for years and years.
However, with many new technologies and platforms out there for companies to utilise, the stakes have been upped in recent years.
In part of our series of the best marketing campaigns online, we take a look at Cafe Deco.
Taking a deeper look: McVitie’s
McVitie’s biscuits have become a key part of Christmas for families across the UK, with thousands of people associating the festive season with their delicious treats.
In an attempt to spread the brand’s name, the company has launched a new festive advertisement to promote its Victoria selection box.
It begins with a family falling asleep in front of the TV at Christmas until the dad suggests opening a box of the biscuits, which releases a number of cute animals including an Alaskan puppy, a piglet and a duckling.
Each of these appear individually and join in on a festive version of Only You by Yazoo, adding some apt music to the adorable scenes.
At a cost of £1 million, all of this cuteness did not come cheap. It is only part of a £12 million investment in multimedia advertising for the company this year. Running at 60 seconds, the commercial features 11 animals in total to represent the range of milk, white and dark chocolate biscuits in the Victoria biscuit box.
Where has the advertisement been distributed?
While primarily a TV ad, it has proven to be highly popular on YouTube, attracting more than 155,000 hits since it was released on December 5th.
The ad has generated a fantastic response on social media, with viewers showing their love for the advert on Facebook, Twitter and a number of other platforms.
On Twitter, McVitie’s has used the #SweeetChristmaas hashtag to promote the ad, with high numbers of customers retweeting the ad in recent days.
This same hashtag has also proven popular on Instagram, with thousands of people using it to show the video to their friends.
The advertisement is regularly posted on the two networks by McVitie’s own accounts, which is helping to increase its presence online, ensuring more people can view one of the cutest advertisements on TV.
Sarah Heynen, marketing director for Sweet Biscuits at United Biscuits, the owner of McVitie’s, said: “Bringing Victoria to TV screens this Christmas is the culmination of what has been an extremely successful year for McVitie’s, following the launch of our masterbrand strategy early in 2014.
“The latest campaign aims to tap into consumers’ love for McVitie’s and the Victoria range, whilst supporting our continuing efforts to drive growth into the category.”
The advert premiered on December 4th on E4 and will continue to be shown on programming throughout the three-week period in the lead up to Christmas Day.
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