2020 JAN FAME CATALOG

Instagram’s new Checkout feature
catches Holiday shoppers further up
the funnel, rather than redirecting them
to the site’s mobile homepage. The
app’s own Holiday campaign turns the
traditional catalogue into an instantly
shoppable assortment of items from
partner brands. Though TikTok already
has millions of users around the world,
brands are still navigating how best
to use it. Wholesome content, like the
#christmasexplosion reveal of a Rudolph-themed
bus from Vancouver’s
public transit network, hits the right
notes for the holiday season while appealing
to TikTok’s meme-loving base.
The app’s own Holiday campaign features
a partnership with David Beckham,
announcing his own account.
Brands across categories riff on the
“twelve days of Christmas” theme, using
unique daily sales to build shopper
excitement in the lead up to the big
day. Some brands chose to share the
calendar of promotions to help shoppers
prepare, others used a surprise
sales model rewarding those following
closely. Kim Kardashian West’s KKW
Beauty line followed up Cyber Monday
with a “12 days of Christmas” promotion.
Kylie Cosmetics followed a similar
model, but kept each day’s sale a
surprise. Opening Ceremony’s #CRA-
ZYCOZYCHILL Holiday social campaign
featured a daily gift reveal on
its Instagram Stories and posts. Some
gifts were “chill” and “cozy”, while the
“crazy” category offered unique branded
experiences and custom designs.
S
OP”
Brands and influencers find clever
ways to share gift ideas or promote
products via tailored gift guides on Instagram.
Moda Operandi founder, Lauren
Santo Domingo, opened up her
DMs for followers to submit short descriptions
of a gift recipient’s taste, replying
via Stories with a link to a chosen
item for each one. Media companies
partner with retailers to offer gift edits
with their own readers in mind. The
Skimm’s “Celebrate Smarter” Instagram
Stories advent calendar features
advice to help audiences get through
the Holidays, with related gift suggestions
on each day. WhoWhatWear and
Old Navy teamed for a series of Instagram
ads offering gifts under $100.
Though subject to less fanfare than
competitor Instagram, Snapchat continues
to serve as an important platform
for brand outreach. Companies
including Coca-Cola, Toys R Us and
a collaboration between John Lewis
and Waitrose take advantage of the
Holidays with themed geo-location
lenses that tie into its out-of-home
and television campaigns. According
to Snapchat, at least 70% of its daily
users interact with an AR lens every
day. Gucci’s Holiday rollout featured an
AR “Portal Lens” that appears to turn
the users’ surroundings into a tropical
digital island. Though it doesn’t directly
link to Gucci product, it raises brand
awareness among Gen Z consumers.