The fridge is packed with leftovers, the football games are over, you (hopefully) survived Black Friday and we’re all finally recuperating from all of that food we gorged on this past week. Yes, Thanksgiving is over, and with that, we officially enter the Holiday Season. Before we focus on this holly-jolly time of the year and many of our team members start baking their famous holiday cookies (cough cough, Alexis), we’re taking a look back at some of our favorite Thanksgiving marketing campaigns this year.
1.Stouffer’s “#AllToTheTable” Campaign
The Thanksgiving holiday is notorious for sharing a meal (read: over-eating) around a table with one’s friends and family. What better way to capitalize on this feeding-frenzy than by creating a campaign that focuses on that specific idea? Throughout November, the Nestle frozen food brand, Stouffer’s, created a multi-media campaign that focused on Thanksgiving as an important opportunity for family and friends to come together over a delicious holiday spread. Across platforms such as YouTube, Facebook, Twitter, Pinterest, and even launching its Instagram account, Stouffer’s created “tablescape” images depicting family dinners and “friendsgiving” parties. Along with the images, the brand shared recipes, table décor and hosting tips to help followers prepare for their Thanksgiving holiday parties. These images, and the hashtag, #AllToTheTable, encouraged followers to share and like new recipes for the perfect Thanksgiving party, all the while, driving traffic to the Stouffer’s website where fans could discover even more holiday recipes, of course, featuring Stouffer’s products.
Integrate loved this campaign, because it fully encompassed what Thanksgiving really stands for – family, friends and eating.
2.REI “#OptOutside” Campaign
These days, consumers can’t make it through the Thanksgiving weekend without being bombarded with messaging surrounding Black Friday. The day after Thanksgiving has almost eclipsed the holiday itself, turning into a retail extravaganza full of price slashes and remarkable sales. So, it is simply unheard of when a retail store decides to opt-out of Black Friday. REI, the outdoor recreation gear and sporting goods retailer, made headlines when it decided to be one of the only companies to close its doors the Friday after Thanksgiving. Instead, all employees enjoyed a paid day off and were encouraged to spend that time outdoors. The marketers at REI created an #OptOutside social media campaign, encouraging its employees and consumers to enjoy the outdoors this Black Friday, and every day. The company even created an advertisement featuring the CEO in his office explaining REI’s decision to close all of its stores on Black Friday. As the camera pans out, we see that his office is set up on top of a mountain,showing that he chose to #OptOutside, as well. Instead of focusing on the increase in sales REI could have obtained by opening its doors on Black Friday, the outdoor retailer decided to stick to its core mission —enjoying the great outdoors. Well done REI.
3.American Express “Small Business Saturday” Campaign
While It may no longer be new, we still love the Black Friday campaign created by American Express In 2010. Fast-forward to 2015, and the campaign has skyrocketed into a huge success. Small Business Saturday, the Saturday after Thanksgiving, was first launched to support shopping—especially with American Express—and combat the mass retail chains in support of smaller businesses. Instead of buying holiday gifts at huge retailers, each year, American Express encourages Americans to buy from small businesses across the country. With local support, advisements and hashtags on social media (including their very own @ShopSmall Twitter), American Express has grown this campaign into becoming a well-known holiday, driving an annual average spending of $5.5 billion, receiving several marketing awards and even gaining government participation.
It can be hard to stand out from the flurry of ad campaigns that come out during the holiday season. The Stouffer’s, REI and American Express campaigns offer a sense of creativity and originality that our team loves. What have some of your favorite campaigns been this holiday season?