The Keys to Building Momentum for Successful Holiday Marketing Campaigns

The Insights Behind the Keys to Building Momentum for Successful Holiday Marketing Campaigns Ranking

The holiday season has long been recognized as a prime sales opportunity, but today’s marketers are increasingly focused on driving brand awareness and fostering deeper connections with consumers. Launchmetrics’ latest report, “Holiday Marketing 2024: Actionable Data and Insights for Black Friday, Cyber Monday, and Beyond,” underscores the importance of not only capturing attention during this peak period but also building momentum that endures. 

As Deann Evans, Marketing Director at Shopify, notes, “Brands spend all year building relationships with their customers and earning brand trust and the BFCM weekend itself is a testament to how they consistently deliver experiences and products that global consumers are looking for." The holiday season presents an essential moment for brands to further these objectives—whether by strengthening their foothold in an established market or seizing the opportunity to expand into new territories.

A robust Voice strategy is critical to success, harnessing the impact of Media, Owned Media, Partners, Influencers and Celebrities to reach audiences at every stage of the consumers journey. These relationships, cultivated year-round, bring authenticity to holiday campaigns, influencing customer’s choices. At Launchmetrics, we’ve benchmarked the performance of five premium brands during the month of October, examining the strategies to build anticipation for the holiday season.

• Influencer and Celebrity Endorsements as Market Drivers. Strategic Influencer and Celebrity endorsements are pivotal for expanding market presence. Sézane exemplified this with a standout Influencer and Celebrity Voice performance, achieving significant impact in the US. Influencers like Jenna Tropea generated $369K in Media Impact Value® (MIV®) and Iwana Cristal contributed $218K MIV. On the celebrity front, actress Katherine McNamara drove $100K MIV, while actress and fashion icon Kelly Rutherford added $89K MIV, cementing Sézane’s resonance with key audiences.
• Maximizing Media Voice for Product Positioning. Leveraging Media strategically can elevate product visibility and shape consumer perception. Massimo Dutti capitalized on media exposure, achieving $10.5M in MIV through publications such as Mujerhoy and Vogue US and Spain. With a strong performance across online channels, the brand’s holiday-focused content effectively positioned its products at the forefront of consumer interest.
• Cross-Market Presence Through Partnerships. Partnerships go beyond building awareness—they drive cross-border presence and broaden audience reach. Uniqlo’s collaboration with Comptoir des Cotonniers for its Fall Winter 2024 collection showcases this approach. Through strategic use of Owned Media across regions, Uniqlo generated $128K in MIV for the French brand, successfully extending the collection’s visibility across markets.

The holiday season reflects the strategic groundwork brands lay throughout the year, creating a foundation for sustained growth. With marketing investments at their peak, it is crucial to assess performance and ROI to drive ongoing success. Data-driven insights reveal not only the effectiveness of current strategies but also highlight areas for improvement as we approach the new year. By benchmarking your brand’s performance and evaluating the ROI of your holiday initiatives, you can optimize for sustained impact well beyond the season, get your ranking and unlock your brand’s success.