As the holiday season approaches, we’ve dug deep into Nepa’s hundreds of campaign measurements from the past year to answer a key question: What actually drives impact around Christmas and what should brands focus on this year?
Here's what we learned from last year’s Christmas campaign measurements
- Emotion and relevance drive results:
In one major grocery campaign, three out of four women aged 30–54 said the campaign spoke directly to them, describing it as “cosy” and “nostalgic.” Campaigns that feel personal and warm generate higher liking and engagement, especially among key target groups. - Recognition and brand fit matter:
In our highest-performing campaigns, up to 9 in 10 people could identify the sender, and over 70% said the campaign aligned with their image of the brand. This level of recognition and fit is only achieved when campaigns are consistent with brand identity. - Clarity and a concrete offer convert:
Visibility alone isn’t enough. In one case, 45% said they liked the ad, but it was the 39% who felt inspired to act that made the difference. Likeability is important, but clear calls-to-action move people from liking to action. - Multi-channel strategies deliver stronger results:
Campaigns that combined video, radio, and outdoor reached nearly half the population, with radio proving particularly effective. Multi-channel presence boosts both awareness and impact. - Holiday values lift brand preference and purchase intent:
When the message reflected themes like togetherness, generosity, and inspiration, both brand preference and purchase intent rose sharply. In one case, a third of viewers said they’d choose the featured store for their next shop.
The risks: Clutter, cost, and short-term thinking
Of course, the holiday season isn’t without pitfalls. With so many brands competing for attention, only the most relevant and distinctive campaigns break through. Media costs climb, and campaigns that lack a clear strategy or rely too heavily on discounts risk eroding margins and brand equity over time.
Who stands to gain?
Our data shows that retailers, food & beverage, and e-commerce brands see the strongest results, especially when their offer is closely tied to the season. Premium brands and services can also benefit, but only if their message feels relevant to holiday needs.
Three questions for Lina Häggmark, Product Lead, Campaign Pulse
Q1: What’s your advice for brands considering Christmas campaigns?
Lina:
“Start with your brand’s current position. Are you top of mind for your target audience? Use the campaign to reinforce what makes you unique, not just to chase short-term sales. Measure in real time and look beyond sales volume – what’s the impact on brand preference and emotional connection?”
Q2: How do you stand out when everyone is advertising?
Lina:
“Make your message meaningful and relevant. Don’t just join the noise, connect your offer to the season in a way that feels authentic. The strongest brands stay true to themselves, even in the busiest moments.”
Q3: What’s the biggest pitfall brands should avoid?
Lina:
“Rushing in without a clear strategy. The stakes are high and the competition is fierce. If you haven’t defined your goals and how you’ll measure success, it’s easy to overspend and underdeliver. Plan smart, measure continuously, and don’t be afraid to be distinctive.”
Christmas isn’t just a sales spike, it’s a strategic moment. Brands that stay relevant, consistent, and emotionally engaging can use this season to drive both growth and long-term loyalty.
Want to build a smarter Christmas campaign strategy?
Talk to Nepa – we help you turn insight into impact.
Published on: 15TH DEC 2025