The Emotional Impact of Christmas Brand Activations

The radio blaring with Michael Bublé’s dulcet tones, the streets lit with twinkling lights, and the shops overflowing with festive gifts - what’s not to love?! For many, the Christmas period is the most wonderful time of the year, evoking powerful emotions of nostalgia and joy. So what’s actually happening in our brains when we feel all warm and fuzzy the second we get a whiff of mulled wine? Is the ‘Christmas cheer’ an emotion in itself? Research conducted by the University of Denmark showed a specific region of the brain to light up on an fMRI scan when participants were shown Christmas-themed images, concluding that they had found a hub of Christmas cheer inside the brain believed to be related to memories. The contemporary view of emotions believes: your psychological state, environment, and personal experiences, combine to create your emotions. 

For example, when you see a Christmas Ad, the positive emotions and elevated heartbeat that are triggered are caused by your previous associations with the season, as opposed to the pre-existing theory that emotions were pre-programmed. 

But if ‘that Christmas feeling’ comes from our past experiences, the emotional response may not always be cheerful and jolly, particularly if you are less fortunate. It is often seen as a time to reflect, where family and friends spend time together, which may unfortunately serve as a reminder to those that have lost loved ones. It's vital that brands harness these emotions, not only bringing festive cheer, but also acknowledging the complexities of life in their campaigns.

Christmas brand campaigns play a crucial role during the festive season, with the receptive emotions of the nation offering an important opportunity to: bring that sought-after joy, offer perspective on reality, and spread awareness of worthy causes. It is one of the most active and exciting periods for experiential marketing, where brands dedicate significant budgets to Christmas campaigns at an optimum time to portray their priorities and values and truly connect with their audience. The world heavily leans on brands to share their messages and lead the way in telling important stories, welcoming them to tap into their hearts. A well known example is John Lewis’ annual TV ad - since beginning in 2007, it has become a yearly Christmas tradition that the nation eagerly awaits.

Brand activations are a vital element for campaigns all year round, but especially at Christmas- and for good reason. A physical brand experience offers an incomparable platform for generating true connections, humanising and differentiating a brand, as well as providing a unique window into understanding your audience. Face-to-face engagement provides a next level opportunity to portray the campaign's values and evoke an emotional response that complements the emotions heightened by the Christmas period.

According to Sprout Social’s ‘Social Index’, appealing to ‘personal values’ is 74% more important to consumers than in 2021, and 81% of UK consumers feel it’s important for brands to take a stand on sensitive topics. During the pandemic, many brands stepped up to offer community support when they needed it most, executing sensitive and impactful brand experiences, including: The EL&N London Tree of Hope, Vodafone #ReBoxingDay pledge box and Selfridges ‘Christmas Market on the Mews. Guinness’ ‘Light up the local’ campaign is another great example of bringing festive joy, whilst showing valued support. The brand decorated 20 pubs across the UK with neon lights to support the hospitality industry following the hit from the pandemic, boosting sales and bringing communities together.

This year, many are feeling financial pressures as the cost of living crisis continues to be prevalent, and consumers are looking to brands more than ever to blaze a trail. In a study commissioned by The IPA, 46% of consumers said that they want to see Christmas campaigns that remind them of better times, with: festivity, humour, nostalgia, and a focus on value voted as important considerations. With the positive emotions of Christmas understood to be largely a reflection of memories and associations, the desire for a focus on ‘better times’ could be an attempt to shape our own emotions, not dwelling on the negatives, and reinforcing a positive affiliation. So how should brands navigate such an important and sensitive time? They must pay attention to the needs of the nation, ensuring their seasonal campaigns and offerings are authentic. The demand for brands to embrace the festive period continues to be high, yet there is a desire for hard times to be recognised. Choosing to centralise heart warming support or take a stand on an issue in a festive campaign, will resonate with consumers, providing the much desired ‘Christmas cheer’, without portraying a false reality.