Behind-the-Scenes: Incorporating the Holidays into Marketing
We’re smack in the middle of the holiday season, and you know what that means: warm vibes, bright lights, and cherished gifts. November and December trigger the largest annual economic stimulus for the United States—but no pressure! Trying to run a holiday ad campaign that walks the line between authentic and cliched is tough. But never fear, BigWheel is here! Check out a behind-the-scenes look at what the process looks like with our client Kimball’s Jewelers.
Kimball’s has served the Knoxville community for more than 80 years; striving to develop genuine relationships with their clients by caring about their needs. We’re honored that this family-owned company entrusted us to create their holiday marketing campaign.
The campaign kicked off with an internal brainstorming session nearly six months before the holiday season even began. After multiple sessions, our team proposed the theme: Our Favorite Things. Think winter greenery set against rich jewels with natural backlighting/backgrounds and black and white typography.
After developing a mood board to set the tone, we presented it and a list of potential content including photos, text, and social media posts to the Kimball’s team. Once this was approved, we set to work on the content we had in mind.
We wanted content to be comprehensive and uncliched, capturing Kimball’s spirit without going over the top.
The radio portion of the campaign consisted of 15-second and 60-second spots, that will run from November to December and feature the voice of Kimball’s owner, Danny Overbey. One of our designers visited the store to photograph the jewelry in winter greenery. The resulting photos were utilized for social media posts, e-blasts, and event signage. We also designed formal holiday event invites, postcards, and printed mailers. To reach beyond their mailing list, we created full-page advertisements for Sequoyah Hills Living to run in November and December.
Most of these things we accomplished before anybody was even thinking holiday, so the Kimball’s team didn’t have to stress during the busiest season of the year.
Launching the Campaign
So far, the campaign has run smoothly! Social posts are continuing through December and event postcards and e-blasts have been sent. Here are a few of our top performing posts.
To see the full Our Favorite Things campaign, check out the Kimball’s Facebook or Instagram page. We’ll see you in the new year!