THE DOS AND DON ’ TS OF CHRISTMAS MARKETING
it was easily implemented instore , online and across all media channels .”
Tell me about your Christmas 2015 campaign with Kitbag and Manchester City Football Club . What did you do for them and how was it received ? CH : “ We were approached by Kitbag and Manchester City Football Club to come up with a creative idea for a photo shoot to promote the club ’ s Christmas clothing and gift range . Because it was a Christmas campaign , we were able to have some fun to show the lighter side of the club and its players . Taking the art directional cues from the north ’ s favourite soap , Coronation Street , we built and staged a typical Manchester family Christmas meal for the players , who were sporting their Christmas jumpers .
“ BECAUSE IT WAS A CHRISTMAS CAMPAIGN , WE WERE ABLE TO HAVE SOME FUN TO SHOW THE LIGHTER SIDE OF THE CLUB AND ITS PLAYERS ”
CHRIS HODGEN , MD OF ABSOLUTE
“ As with any photo shoot , planning , preparation and timing was key . As well as organising the lighting and composition of the room , we liaised with food stylists , venue dressers and wallpaper suppliers to get the set looking just right . The day itself was fast paced , but thanks to careful planning we were able to set up relaxed , humorous shots which communicated the right messages in the right way .
“ During the post production stage , we ensured there were versions of the assets made specifically for social media , as well as in the MCFC megastore .
“ As well as the images being shared widely on social media , they were also picked up by mainstream media in the likes of the Daily Mail and The Sun . The club even used one of the images for its corporate Christmas card . Overall , the club sold 8,000 units and for every jumper sold the club donated £ 5 to charity , totalling £ 40,000 .”
How do you measure the success of a Christmas marketing campaign ? CH : “ Sales , sales , sales and social engagement leading to more sales !”
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