Press ahead: How to do seasonal campaigns without the gimmicks

Are you in the throes of brand and campaign planning for 2025? As a Brand Manager or Marketing Manager, you’re likely being asked to ‘do more with less’, so in the age of being pulled from pillar to post, what should you prioritise? And, what will be the most effective?

While we know popular seasonal moments offer great news opportunities, it might also feel like a minefield knowing how to pick the right event or moment for your brand. After all, everything has a ‘national day’ nowadays – so how do you cut through the National Avocado Day’s and National Jewel Day’s for a real diamond?

We have some tips before you ‘press ahead’. Ask yourself these questions when pressure testing whether a seasonal hook will be right for your brand in 2025.

Is it relevant?

First things first, will your audience even be aware of this moment and will they care? It’s tempting to jump on all the latest trends and stories, and whilst it’s important to be engaged with culture – it’s also important that the hook you are tapping into is relevant and aligns with your positioning. A lack of focus can steal away time and resource from other more meaningful projects. We apply EARN IT. thinking to all our clients and campaigns, constantly looking at how we can keep your brand relevant and developing campaigns that will travel further than paid-media budgets.

Can you stand out?

If this important seasonal or cultural hook can be used to make a brand-led story more relevant and newsworthy then it’s a win. If it can be used to unlock coveted interest with journalists and give them extra reason to right about your brand, or use your spokesperson as the lead on a story then its good fit. Think about how your competitors might be trying to enter this conversation and differentiate your brand. The festive season, for example, has so much opportunity than just issuing or posting festive recipes.

Can it be done well?

Ensure you can have the right messaging and assets for the brand and remember, this is your chance to add to the conversation. Brands can also damage their reputation by tapping into cultural conversations if not done well. Pepsis’ “Live For Now” commercial was accused of trivialising Black Lives Matters, with an ad featuring Kendal Jenner handing a can of Pepsi to a police officer during a protest. 

What next?

If you answered yes to all the questions above – get planning. At Nexus, we can help develop the creative strategy and execution which will reinforce brand identity and relevance.

Interested in getting started? Get in touch.

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