Why Smart Brands Create Holiday Content Earlier
Halloween is already on shelves. September is basically here. And if your brand needs holiday content, the question isn't just what are you making? It's when are you making it? Whether you're:
Building seasonal alternates - Stop reinventing the wheel every season, do this instead.
Planning a dedicated holiday campaign - Most brands wait too long for the holidays, here's how to get ahead.
Creating evergreen content - Make content once, profit all year, here's how.
Stocking your social calendar - Your competitors are already planning next season. Are you?
Good production planning looks beyond the campaign immediately in front of you. With a little foresight, the production you're already investing in can capture seasonal alternates, holiday-specific creative, photography, social content, and evergreen assets at the same time. Because best time to create holiday content, usually isn't during the holidays. It's now.
Here's how we help brands plan ahead.
Seasonal Alternates
Make One Production Work for More Than One Season
Example: Rayovac
If you're already producing the spot, ask what else the set can give you. For Rayovac, we captured alternate holiday creative alongside the primary commercial production, allowing the campaign to take on a seasonal life without starting from scratch.
Marketing Takeaway
✔ People don't choose healthcare because of services alone.
✔ They choose people they trust.
Holiday Campaigns
Know When the Moment Deserves Its Own Campaign
Example: Mint & Lily
For Mint & Lily, the holiday season called for a dedicated campaign built around the emotional and commercial opportunity of gifting. When a season is particularly important to your business, give it the creative attention and lead time it deserves.
Marketing Takeaway
✔ Not every season needs an alternate.
✔ Your biggest selling moments deserve their own campaigns.
Evergreen Campaigns
One Campaign, More Than One Season
Example: Eveready
Evergreen doesn't have to mean identical all year for every asset. For Eveready, a holiday commercial alternate wasn't necessary, but seasonal photography and digital ads were. We planned those assets alongside the larger campaign, capturing additional holiday content while the cast, crew, locations, products, and production infrastructure were already in place. By thinking ahead, we optimized the scope and helped Eveready get more value and a better ROI from a single production.
Marketing Takeaway
✔ Evergreen doesn't mean season-less.
✔ Plan seasonal flexibility into production from the start.
Always-On Social
Stay Ahead of the Content Calendar
Example: Armor All
Seasonality isn't limited to holiday commercials. For Armor All, ongoing social content planning means looking ahead to the moments that matter throughout the year and capturing content before it's needed. Summer road trips. Gifting. Winter weather. Spring cleaning. Seasonal moments give brands natural opportunities to join the conversation without scrambling at the last minute.
Marketing Takeaway
✔ Your content calendar should drive your production calendar.
✔ Plan today for what your audience will care about tomorrow.
Whether you're planning for Halloween, the holidays, or a selling season unique to your business... Think beyond what you need today. The strongest productions anticipate what your brand will need next, creating content that stays relevant long after the shoot is over.
About Lure Digital
Say hello! Lure Digital is an award-winning video marketing agency in Santa Barbara and Los Angeles dedicated to creatively connecting people to your brand. Learn more about our capabilities.
Comments