A Corona Appropriate Christmas

What are the givens to roll-out a Christmas campaign in this doom and gloom? 

By Katia Barakat

About 3 min read . Dec 14, 2020Strategy & Consultancy

And to add insult to injury in Lebanon, we have to think of not only a Corona appropriate Christmas, but of a Christmas in the midst of one the deepest economic & social crisis’ the country has ever witnessed. 

Normally, marketers would prepare Christmas campaigns months ahead of time, but we know for a fact that many companies are either waiting to see what the ambient mood will be like, assessing confinement and lockdown circumstances, or have simply decided to put off Christmas this year. Times are tough and decisions are tougher. 

So Marketers, roll-up your sleeves but first take a step back.

What are the givens to roll-out a Christmas campaign in this doom and gloom? 

1- Everyone loves Christmas and that’s not likely to change despite everything. 

People will celebrate, in smaller gatherings and in a different capacity than years before, but they will still celebrate. So don’t miss on the opportunity to connect with your consumers, otherwise someone else will. 

2- This is a time unlike any other, so context is everything.

Brands can’t and shouldn’t be communicating as if they live in a parallel universe. Taking into account the circumstances we’re living in is crucial and building on it is even more critical. Dig deep into your story and into why today your brand is relevant. Be simple, humorous or caring but most of all, be authentic! 

3- Confined or not, all eyes are on the screen, so leveraging online channels is fundamental. 

Whether there is a lockdown or not, people are taking precautions due to COVID-19 and limiting outings and exposure. Accordingly, many will do their shopping online. So, as much as you can, be ready with your website, with your social media channels, with your email marketing…Advertise, perfect your customer experience, use stories to inform and promote, email would-be customers, etc. Get your digital multi-channel engine rolling. 

Just like in any time of crisis, brands have an important role to play vis-à-vis their clientele. We’ve said it before and we’ll say it again, this is not the time to withdraw into the proverbial cave. Sure, it’s not business as usual, hence why brand strategies have to be elastic and adaptable. 

Not sure how to navigate these tough times, get in touch and let’s chat.

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