The power of storytelling in Christmas campaigns

Storytelling is the art of telling stories. An engaging narrative, with captivating characters, genuine emotions and plots that generate empathy. Through this technique, it is possible for brands, products or services to become more meaningful and relevant to the consumer, building an emotional connection that highlights the brand’s values and makes each message more impactful.

In a commercial context, storytelling is a valuable tool, not only for allowing the effective dissemination of the advertising message, but, above all, for providing a meaning that goes beyond the idea of consumption, which is often associated with advertising – and brands have been pay attention to that!

Christmas campaigns have long been considered a tradition – we see them everywhere: on television, in digital media, in the press and even at charity events. What do they have in common? The storytelling. There are more and more brands using this technique as a way to promote and captivate their target audiences at this time of year.

The stories created during the Christmas season are developed based on:

• Emotional connection – creating a connection between the brand and the consumer;
• Values and traditions – show that the brand’s principles are aligned with the times, through generosity, affection and solidarity;
• Humanization of the brand – create a more accessible and close relationship with the customer;
• Encouraging action – incite the public to altruistic acts and promote family unity.

As expected, this Christmas, brands returned with the purpose of creating stories that touch. Chevrolet launched “A Holiday to Remember”, a campaign that addresses the impact that Alzheimer’s has on families. In turn, Apple raises awareness of the way we see each other and the world, through “Fuzzy Feelings”.

On the national scene, telecommunications operators returned in force. There are new themes brought to the dialogue, such as acceptance and love in their different forms, in the case of the Vodafone campaign – “No matter how much other voices are heard, it is never too late to listen to your heart”, gratitude for NOS – “Sometimes we already have the gift we want most” and, also, the lack of housing combined with senior loneliness by MEO, with its recent initiative “Share home” – “When you open a door, your heart opens” . Although they represent the values of different brands, all of these campaigns have common purposes: to warm hearts, feel and reflect emotions and make the “magic of Christmas” count.

At Blisq, nothing fills our hearts more than seeing communication in favor of such noble causes. We work daily to build our clients’ narrative, so that they become unique and stand out for their value. What is your brand’s story? Talk to us if you want to start writing it.

Dec'23