Activation Gallery: Holiday 2021

Despite another chaotic year battling the COVID-19 pandemic — as well as resulting inflation, labor shortages and supply chain challenges — consumers didn’t shy away from spending during the 2021 holiday season. In fact, according to a report from MasterCard SpendingPlus, holiday sales jumped 8.5% compared to 2020. On the following pages, we provide a glimpse at how some retailers and brands activated during the holiday season, online and in stores.

Bark continued its ongoing partnership with Target, rolling out a collection of Christmas and Hanukkah dog toys exclusively at the mass merchant. The “Season’s Sweetings” line comprised 19 SKUs, including a menorah, “peppermint” pretzel and “gingerbark” latte dog toys. In stores, the collection garnered an endcap outfitted with signage depicting a QR code and offering a free custom holiday card. The code linked to a webpage powered by Barcelona, Spain-based Typeform on which shoppers could upload a picture of their dog and agree to be added to Bark’s email marketing list to receive a holiday card depicting an artistic rendering of their canine by email.

Mondelez International and Walmart doubled down on their ongoing “Create. Share. Give” cause platform with a “Season of Giving” recipe contest. Shoppers were able to submit up to 10 recipes incorporating Mondelez products through a web page within Walmart.com. The page linked to e-commerce pages for Mondelez products and hosted four “recipes for inspiration,” incorporating brands such as Oreo, Ritz and Nutter Butter. The recipe that received the most votes from other consumers from Nov. 30 to Dec. 4 earned a video from Buzzfeed’s Tasty as part of an ongoing partnership between the food-focused social franchise and Walmart.

Target used a Facebook update to tout a free $10 store gift card to shoppers who spent $50 on select toys from the Lego Group’s flagship brand and items from the new “Lego Collection x Target,” which spans household items like colorful tumblers, holiday bricks and minifigures, as well as pet and people apparel. The offer ran from Dec. 12-18.

Amazon teamed up with Mars Inc.’s M&M’s to promise a $4 Prime Video credit with the purchase of $18 in qualifying M&M’s products. A dedicated, holiday-themed webpage within the retailer’s website touted the special offer and listed qualifying products, while digital ads — including Spanish-language ads spotted on BuzzFeed.com and other sites — also supported and linked to the web page. The page additionally spotlighted “M&M’s Holiday Favorites” and highlighted several holiday recipes that call for the confectionery.

Walmart encouraged consumers  to shop and support Black-owned beauty brands with a holiday-themed, Dec. 7 Twitter update. The message read, “From serums to makeup, there’s so much to give.” The update additionally linked to a dedicated brand shop within the retailer’s website.

Molson Coors Beverage Co.’s Blue Moon ran sponsored Facebook updates leading up to the holidays, encouraging consumers to “keep it simple” this year and leave more time for family and friends by getting beers delivered via Amazon’s delivery service, Fresh. A “Shop Now” button linked to an Amazon.com product details page for a 12-pack of Blue Moon available, for two-hour delivery, without exiting the social platform.

Aldi assembled six culinary influencers to join Kim Brazington, the discount retailer’s buying director for cheese, in creating a “Charcuterie Board of Directors” to provide inspiration for holiday entertaining both in stores and online. An endcap merchandising spreads, breadsticks and crackers from private label Specially Selected was outfitted with a header and floor cling encouraging shoppers to “make an #AllAldi charcuterie board.” The same message appeared on floor clings near the retailer’s selection of cheese and charcuterie, where a shelf tag positions Aldi’s private label Emporium Selection goat cheese as a “charcuterie board must-have.” Side panels encouraged shoppers to look for additional shelf tags identifying more must-haves throughout the store while also depicting a QR code that directed them to a campaign webpage within Aldi.us.

Branded, corrugated quarter pallet displays from The Lumistella Company (formerly CCA and B) merchandised various Elf on the Shelf and Elf Pets packages at Meijer. Under an “Adoption Center” sign, the brand tried to bring to life the “Scout Elves,” playing off the annual holiday tradition.

Procter & Gamble’s Pepto Bismol ran sponsored “Sweet Treat Relief” Instagram story ads to tout its Pepto Bismol Chews to ensure consumers “Stay merry” during the holidays. The gif-style update depicted an animated gingerbread man and house and a “Pepto has you covered” message. A “Shop Now” button linked to a landing page (operated by SmartCommerce’s e-commerce enabler Click2Cart) that invited users to “check out” via CVS Pharmacy or Target, without leaving the platform.

Mars Inc. also enticed consumers to shop for M&M’s through its own efforts on social media. Short, sponsored Snapchat ads elevated the confectionery brand’s “Make Any Occasion Sweeter” holiday campaign by demonstrating a simple recipe for M&M’s holiday popcorn. The shoppable ad linked to a webpage within the brand’s website listing “M&M’s Candy Flavors” via a “More” button without exiting the platform.

SC Johnson’s Glade deployed a holiday red version of its account-specific “Seasonal Air Care Center” quarter pallet display at Walmart. The display stocked a variety of the brand’s seasonal scents ahead of the holidays.