3 early lessons for a Merry Covid Christmas

Pinterest’s Earlier Than Ever report reminded us that ‘When you reach people first where they make their plans, they’ll reach for you first when they make their purchases’. And their data shows search started peaking much earlier this year… in April, in fact.

That’s great news for brands with a library of historic Christmas content, but bad news for anyone so distracted by lockdown they’re only just catching up on Christmas. Our advice? Audit your archive, now. Too many brands rip their seasonal content down, losing vital search power, particularly on easy-win platforms such as Pinterest.

In-in is the new out-out

Whether we’re all around the table together this year, or huddled in our festive bubbles, Christmas 2020 is all about In-tertainment. By focusing on the role your brand plays in the home – whether it’s creating a refuge, providing the perfect festive Zoom-iform or even sending customers on a sofa-based minibreak as the tourism industry embraced this summer - you ensure your content is relevant and resonates deeply with the In-tertainment mindset.

Enhance your online experience

It’s not news that we’ve all had to embrace virtual experiences like never before – we’re spending up to 25% more time online per day. This shows no sign of stopping come Christmas.

Consider where your brand can enrich these online experiences. How could content make the big Christmas shop easier, more fun and more efficient? Where can you help make virtual parties more festive, familiar or family-first? Essentially, how can you elevate your online experience so people will choose you over the one-click conglomerates.

Hit ’em in the heart

We’re likely to see fewer big-budget above the line spots this year thanks to production challenges, cashflow problems and brands looking to seem sensitive – that leaves an opportunity to fill the sentimentality gap in a way that’s less saccharine and more rooted in real life. Amplifying your charitable causes, the ways your brand is helping or making change for good this Christmas, will have real weight and authenticity at a time when many families will be feeling the pinch. Celebrate this year’s charitable successes – and importantly how your customers have contributed – to create a festive glow of brand generosity, the effects of which should last well into 2021.