The person who shared the link to the tweet in the WhatsApp group did so without comment. It had more impact. On the other side was an already viral tweet at that time in which a user declared that things could still go much worse in 2020. We still had to see the Campofrío Christmas announcement.The campaigns of the sausage brand have their fans, with their sentimental-humorous ads, and a large group of haters who consider that their messages are at the end feel-good cheap. In the WhatsApp conversation, Campofrío’s haters dominated, so the tweet was highly applauded and the link to a thread in which another tweeter imagines what the company’s campaign will be like was responded to . In the background was the ‘fear’ of what the Christmas campaigns will be this year.Holiday advertising is one of the big advertising milestones of the year, something consumers look forward to – there is always ‘the’ Christmas campaign and a few brands whose ads are events themselves – and it achieves a high impact.And, although there are still a couple of months left for Christmas, the Christmas campaign should already be taking shape. The companies begin to work on the campaign at the end of the summer and they should already be with the decisions more than taken and executed regarding the ads. At the end of the day, we will start to see them more or less in November (and in other areas, such as packaging, Christmas has already begun ).This year, however, things will get a lot more complex. Consumers have already had a peak moment of sensitive, emotional and tear-seeking ads, because of that type were the first advertising campaigns of the coronavirus.Although they worked then, they have burned the sensitive ad market somewhat. They insisted so much on the same themes that they ended up creating their own clichés . In the end, consumers were already a bit fed up with those messages.Likewise, the emotional state of consumers in this Christmas campaign is not going to be the same as the emotional state with which they have approached previous campaigns. From the outset, no one knows how things will be (will we be confined this Christmas?).
And, to continue, we will be UK Email List somewhat emotionally drained by the trajectory of this year. Designing the Christmas campaign must start from all these issues and take it into account.Tired of sentimental advertisingA study by Adobe Advertising Cloud, conducted using a sample of consumers from various countries, confirms this. Consumers are fed up with messages about the coronavirus and may not want to be mentioned one more time about the disease in advertising.”We have noticed a shift towards indifference in talking about the coronavirus in advertising,” Mary Sheehan, head of product marketing at Adobe Advertising Cloud , tells AdExchanger. Adobe’s latest study on advertising perception, last May, showed that consumers wanted these types of messages. No longer. “We are seeing that people want a little more to be entertained,” he says.
Thus, only 44% of consumers are receptive to coronavirus-centric ads (compared to 72% in the previous study). Only 26% of consumers are more favorable to ads that show how brands are responding to the crisis. 40% make it clear that they want ads that offer escapism.And for all that, the exciting announcement that calls on this year’s challenges before a sentimental fade to the Christmas tree could be in jeopardy. Ads, they recommend in the studio, should be carefully tested, but also profiled to the public.It is not only important to change things by region (and adjusting to how they respond to the pandemic in those areas) but also by demographics. Right now, millennials and members of Gen Z want entertaining ads.
Baby boomers and Generation X want advertising to give them savings keys.Hardly anyone is interested in your Christmas advertising But, perhaps, the main problem for brands is in a certain disenchantment. If the Christmas announcements had become an event and something special, this year they only arouse indifference.Of all consumers surveyed, only 24% say they look forward to it. 35% are reluctant to what is coming and 41% are completely indifferent. These data do not say that you have to forget the Christmas ads and eliminate them from the strategy, but it does say that you must carefully take care of what you do with them.