The sun might shine now, but marketers are already looking ahead to the chillier months and starting their 2023 holiday marketing campaigns. Holiday campaigns are largely informed by major goals, special product releases, influencer partnerships and more.
Tools like AI-Powered Social Listening complement current holiday campaigns and help inform future campaigns with user feedback and sentiment you can apply to other areas of your marketing strategy.
In this blog, we explore:
Social listening lets brands monitor social media platforms for mentions of your brand, keywords and phrases chosen by your team, competitors and any other relevant information shared on social media.
For brands during the festive season, social listening can hone in on specific words and phrases to determine the overall sentiment of past holiday campaigns — and your competitors.
Here’s how brands can use social listening during holiday planning:
A valuable approach when starting the planning phase for your holiday marketing campaigns is to look at the effectiveness of your previous holiday campaigns using sentiment analysis.
Specifically, brands should look for:
After reviewing the previous year’s holiday campaign performance, be proactive — create a report at the end of your holiday marketing efforts to help yourself out next year. In this end-of-year reporting, use social listening to reflect on the sentiment from your campaign, where competitors might’ve made a more significant impact and what you did well.
This is also an excellent opportunity to look at user comments and interactions from Twitter, Instagram and Facebook, to discover what overall themes pulled focus during the season. It’s also worth noting that brands can pull sentiment insights for owned posts across all channels.
Brands can use sentiment analysis to inform their campaign reports — this could be insights into their share of voice for holiday campaigns, how their audience behaves during the season, whether or not the holidays are a peak time for them and other insights that help inform a health report.
Reporting on your holiday campoign’s success is an essential part of your marketing campaign that keeps your strategy on track and allows your team to make any changes to the strategy quickly if required. Agility is an important skill for any marketer, and social listening is an effective tool to gauge how your brand performs and is perceived by your most important social media demographics.
It’s also where you can compile your data, insights and forecast your audience’s holiday habits. Some social listening features to consider for a holiday campaign report include:
Brand Health reports in Dashboards let you pull in findings from multiple channels for your owned content in one central location. Brand Health reports let you monitor performance for specific date ranges within your holiday campaign, plus get an at-a-glance comparison of your Positive, Negative and Neutral Sentiment Trend performance for posts on Instagram, TikTok, Facebook, Twitter and YouTube. This gives you a realtime — and retroactive — glance at how your content resonates with your audience.
Customization is key for any social marketer. Dash Hudon’s Social Listening Trends and Topics let you create holiday-specific topics to monitor before and during your holiday campaign.
Specifically, marketers can create three types of topics:
Just like you can create holiday-specific topics to monitor before, during and after your holiday marketing campaigns, you can also set up topic monitoring for competitors you’ve identified using Competitive Insights and Benchmarking, and explore which competitors had higher a Share of Voice and Share of Engagement for specific terms.
If you’re looking at competitor performance, these competitive benchmarks help you identify immediate opportunities and wins by looking at both your brand and competitors' performance. It also includes AI predictions that hone in on which creative content you should leverage to achieve success over competitors and custom reports so you can examine the metrics that matter most to your team.
We mentioned competitor performance earlier, but it’s worth repeating — social listening is your fly-on-the-wall to everything that worked well and didn’t for your competitors. To create a topic for competitors in Dash Hudson, follow these steps:
There is so much noise to break through on social, but especially during the holiday season. To create holiday ad campaigns that stand out on social, brands need to understand their audience, share something exciting (bonus points for holiday exclusives), and create striking, shareable visuals with going viral potential.
Below are three examples of brands that experienced great success with their holiday social media campaigns and the reasons behind their wins.
Drunk Elephant touted their Drunk Elephant 6.0 trunk last year on social and picked up significant ‘buzz’ — social listening could inform the brand of user's thoughts on product variety, price point and more.
Each year, typically around the holidays, Drunk Elephant releases a large trunk containing most, if not all, of their products at a lower price point than it would be to purchase them individually. An exciting aspect of the trunk is the container — 2022’s ‘trunk’ was a LAKA cooler, while 2021’s ‘trunk’ was a limited edition suitcase.
This typically creates excitement around what trunk will be available each year. The sheer volume of products makes it an exciting product for creators to ‘haul’ — the extravagance adds to its virality potential.
Drunk Elephant can gather valuable user-generated content from creators and access a substantial volume of content and discussions for social listening analysis.
The Food and Beverage Industry is an integral part of the holiday season — even as a consumer, you likely associate seasonal treats with the holidays. Nespresso is an example of a brand that uses its seasonal coffee and pod releases to generate excitement and social traffic from its users but who also effectively taps into influencers to increase their reach and tell a compelling story centered around its products.
Here, they encourage traffic to brick-and-mortar locations with an influencer partnership centered on last-minute holiday shopping.
Have a celebrity founder? Use their star power and influence to your advantage in your holiday marketing.
Stella McCartney’s social media campaign for the holidays centered on their 2022 holiday gift guide. While limited edition, special and seasonal releases are exciting, Stella McCartney shows they’re not always necessary — they used their eponymous founder to encourage users to shop their holiday gift guide.
This is a notable opportunity for the fashion and luxury brand to analyze the campaign sentiment to find opportunities to bring Stella McCartney to the forefront of campaigns in the future.
This holiday season, take your marketing campaign to jingle-worthy heights with social listening. Uncover what users and competitors think about holiday trends — and most importantly, your brand. It's time to spread some holiday cheer and sleigh the competition!
Social listening is essential to a healthy social media strategy — not only can brands refine their holiday campaigns, but they can also use social listening to create benchmarks to measure their performance for any campaign.
A great complement to social listening is Campaign Reporting, which measures your ROI and provides multi-channel reports so you can get a comprehensive look at how all of your campaigns did among owned, earned and creator content. It also offers a visual look at your top-performing posts for a given campaign, perfect to monitor success — and quickly.
When it comes to holiday marketing, it’s best to start about six months before the holiday season or when you plan to launch your campaigns. While planning your strategy earlier is best, planning too early means you might miss important social media trends or creator marketing opportunities that could positively impact your holiday strategy.
To create a holiday campaign, it’s best to first look at your goals and determine which products, services or platforms make the most sense to focus your efforts on. Another great step to include in your holiday planning is to create buyer personas based on social analytics that provide your team with a more comprehensive look at the unique needs of your user base — or a new demographic you plan to target.
From there, you can use this preliminary research to inform your strategy and which tactics you’ll use to reach your holiday goals and yearly targets.
What makes a great holiday marketing strategy will differ from brand to brand — however, here are a few tactics brands from any industry can keep in mind to develop an airtight holiday strategy: