How a strong Christmas campaign can build brand salience throughout the year

Uncovers which advertisers and approaches were most successful in engaging consumers during the 2018 Christmas period, based on research from Kantar Millward Brown.

Need to know

  • Christmas ads are only partly about building short-term sales – they are also a huge brand-building opportunity
  • Kantar Millward Brown analysed consumer reactions to 22 of the most high-profile UK TV Christmas ad campaigns. Audiences were asked to review and score each ad on 12 key dimensions that relate to effectiveness
  • Adverts analysed include Iceland, Amazon, John Lewis, Aldi, Boots and M&S
  • 2018’s Christmas ads over-indexed on showing a successful or perfect ‘family’ Christmas, and much less on the pure fun of the season, and on the act of giving
  • In 2018, it was the smaller-scale,...
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