Platform differentiation, otherwise known as crafting creative for the various stages of the shopper journey while ensuring you’re reaching the right number of touchpoints to convert an interested buyer on social media –is a tall order for Q4. However, by using a 360-degree approach that leverages the different audience touchpoints and strategically repurposes existing assets throughout the holiday season, you can have the success you are looking for. Join us as we talk through how to develop your customer journey in Q4, how to efficiently differentiate across platforms, and have a cohesive story in your creative this holiday season.

1. Harness Social
Creative
IN NEED OF A BANNER Q4?
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2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
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shortly after the session
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
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4. Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future
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5. Our Speakers
HUDSON HAINES
Senior Creative Director
LAUREN WALDEN
Senior Manager, Paid Social
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6. Agenda
● Setting the Holiday Stage
● Accelerating the Customer Journey
● Creating a Cohesive Story
● Q&A
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7. What kind of assets are you
missing the most in your holiday
plan?
POLL
GIFs VIDEO LIFESTYLE
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8. Have you planned your holiday
social strategy?
POLL
YES! Have Not Started In Progress
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9. Setting the Holiday Stage
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10. The Holiday Shopping
Timeline Is Longer Than
Ever
% who shop for the 2021 winter holiday season
Sept Oct Nov Dec
0%
10%
20%
30%
40%
50%
Pinterest Shoppers
Other Shoppers
“Holiday Study” by YouGov (Meta-commissioned online survey of
1,561 people in the US aged 18+), 1st Dec 2021 to 24th Dec 2021
of shoppers said they took
advantage of early holiday sales
or promotions before
Thanksgiving in 2021.
49%
of holiday shoppers who shopped
during Mega Sales Days reported
they had already started shopping
and had completed more than half
of their holiday purchases, on
average.
84%
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11. Your Playbook Throughout Q4
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Retrospective
Awareness and Priming
Nurturing and
Converting
Last Mile
Converting
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PRIME HOLIDAY SHOPPING SEASON
We Are Here!

12. Creative Is Your Biggest Performance Lever In Q4
According to a recent Nielsen study, the quality of ad creative directly
impacts a brand’s ROI on social channels. When it comes to
performance, creative is one of the largest drivers of success. It’s
imperative to tailor your creative messaging strategy to each paid
social platform & audience.
E
63%
63% OF A BRAND’S PERFORMANCE LIFT FROM SOCIAL
ADVERTISING CAN BE ATTRIBUTED TO THE QUALITY
OF THE CREATIVE
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13. 13
STRENGTHEN
BRANDING
By adding the logo to static
units, we strengthen the
credibility of our messaging
INTRODUCE
HOLIDAY
BUYING GUIDES
Use existing hero creative
and product catalogs to
leverage FB/IGs full funnel
capabilities through
collection ad units
PRIORITIZE & LIMIT #
OF LIVE CREATIVE
Focus on previous high
performing creative and limit
to holiday priorities
LEVERAGE A FULL
SCREEN EXPERIENCE
Shift ratio-specific creative to
manual placements in order
to avoid friction in the
consumer experience
Immediate Opportunities To Improve Creative In Q4

14. Best in Class Holiday Creative
❏ Utilize video with text overlays
❏ Create a sense of urgency i.e.
“Limited Time”
❏ Use static and video together
❏ Incentivize users to engage (IG Story
Polls, Swipe Up, etc.)
❏ Emphasis on branding through
tasteful logo placement
❏ Utilize strategic discounting
❏ Highlight “giftyness” of products
❏ Leverage publishers and reviews to
drive brand equity.
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Strategic
Discounting
Branding First &
Logo Placement
Breadth of
Product Collection

15. Creative That Drives Growth During A Downturn
Source: AdAge Article
It’s time for brands to pivot
away from returning to
normalcy messaging and
focus on building a strong
bond with their consumers.
Messaging should focus on
the value of their product or
service, while also tailoring it
to the consumer.
Action is more impactful than
words. Consider testing price
adjustments and
accompanying messaging to
mirror economic trends.
These changes will clearly
demonstrate the brands
interest in their consumers.
Consumers want to stay loyal
but during a recession they
need additional incentives.
Test new discounts and
complementary items to keep
customers coming back.
Encourage high predicted LTV
segments to sign up for
loyalty programs.
While it’s tempting to focus on
bottom-of-funnel tactics and
spend that can be measured
easily, it’s crucial to also drive
incremental growth. While
keeping an eye on CVR and
ROI, brands should also hone
in on metrics that provide
long-term business results.
Adapt
Messaging
Adjust
Pricing
Master
Loyalty
Measure
Effectively
Inflation is at an all time high as we enter a recession but brand growth is not off the table. How can your brand
convince consumers we are worthy of their time and dollars?
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16. Fail Fast this Fall with ‘Single Variable Testing’
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Single variable A/B testing to truly
understand what works on ALL
creative
Quantity VS.
Pricing

17. Accelerating the
Customer Journey
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18. Leveraging The Season
BRAND BUILDING CREATIVE
SALES PROMO CREATIVE
September December
● Longer-form video
● Lifestyle imagery
● Emotional appeals
● Static assets
● Product imagery
● Appeals to act
● Shorter-form video
● Mixed media ad types (e.g. carousel/collection)
● Logical appeals
Layering brand building (long-term effect) and sales activation (short-term effect) within your creative
strategies will be key for improving brand performance over the course of Q4 and beyond.
Over the holiday season, consumer intentions shift from awareness to decision quicker than other
periods of the year. This is an opportunity to accelerate the journey
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19. October
● Building brand momentum (Starting in Sept)
Now’s the time to build awareness, increase your
potential reach, and drive home the USP’s of your
product and brand.
● Product education
Holiday shopping guides, informational product posts,
and general education on social channels will go a long
way at seeding purchase intent in the coming months.
● Infuse brand personality
Holidays are an opportunity to increase engagement
and loyalty. Where can you bring personality to the
brand and extra eyes during the holiday season.
● Seed authenticity with consumers
Partner with influencers so you can reach new target
audiences more effectively.
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20. November
● Loyalty Programs are Key
Loyalty programs that provided early access to products and
enhanced benefits like guaranteed delivery are a huge draw
for consumers.
● Leverage Hashtags
Consider developing a brand specific hashtag for your
brand loyalists to contribute and follow. #BlackFriday and
#CyberMonday will help you broaden the reach of your
posts but they are often very crowded arenas.
● Add a freebie or offer free shipping
Promotional posts can go a long way to help your offer
stand out over the competition. Consider tacking on a
small freebie or shipping promo to sweeten the deal.
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21. December
● Reduce barriers to purchase
Posts like “Last minute gift guides” and “Items
that will arrive in time” can help drive last minute
shopping.
● Opportunity for last minute shoppers
Drive purchase urgence by providing posts with
holiday deadlines for shipping. Last minute
shoppers can offer big value for brands that
capitalize.
● Generate last minute sales with virtual gifts
Virtual gifts and gift cards for the last minute
shopper give customers the opportunity to
still get in on the goods.
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22. Creating a Cohesive Story
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23. Quality Creative Drives Quality
Results. Video Built For Mobile
Viewing Outperforms
Traditional Video.
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In tests of ad campaigns, those analyzed with optimized
video creative achieved +17% higher ROAS vs.
non-optimized

24. Planning For The Holidays… What Creative Do You Need?
● Product in Use - Use video to bring your
product or service to life by showcasing
key features, functionality, or fit. Video
usually drives higher engagement.
● Lifestyle Images - Showcase your
products in context and create a more
meaningful branded experience. Keep in
mind that the more authentic the image,
the better so that people can relate.
● Product Images - Highlight product
details and leverage product assets that
have a singular focal point.
● Laydown - Imagery that features a
stylized laydown of your product. For
example, an outfit grid.
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25. The “Surround Sound Approach” is a
multimedia approach to
communications that reaches your
audience on multiple marketing
channels with a unified message.
This coordinated approach is not
only effective but efficient as you can
use one tactic over multiple
platforms. This is an efficient way to
repurpose creative for more impact
with your consumer.
Creating Surround Sound with Asset Repurposing
Facebook Pinterest
Digital Banners
Online Video
Instagram
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26. Fun Fact: The average social media user engages with an average of 6.6 various social media platforms
Execute a Well Coordinated Approach
● Driving an emotional connection.
What opportunities during the holidays do you have to create an
emotional connection with your audience. Understanding where
your brand can build an story based around the human
connection, cultural moments, or emotion will drive deeper loyalty
and connection.
● What channels have driven success this year?
Look back and find the channels that have worked throughout the
year. Develop a content mix to optimize these success areas
leaning into the most successful channels.
● What types of promotions did your customers respond to?
Many brands will be offering value+ offers such as free shipping,
discounts, or free gifts. If you’ve tried these offers before, take a
look back at which worked and consider repeating during the
holiday season.
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27. The Rise Of Distributed Trust
Gone are the days of listening to a single source for recommendations. Now, shoppers rigorously cross-reference
experiences within trustworthy communities as they look for the best holiday deal or the perfect gift.
Select the right creators
Find the best partner to bring an idea to life.
Creators with a unique natural connection with the
subject and an original POV can transform an idea
and connect to their community.
Set clear goals
Creator strategies should be shaped by the
objectives of the brand and desired outcomes
should be aligned up front.
Co-create your story
Let the creators use their voice for the brand.
Success relies on using the voice of the creator, in a
way that naturally communicates the brand and the
message.
Amplify ideas at scale
Branded content ads brings the idea to life across
formats and from both brand and creator handles.
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28. Takeaways
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29. Major Holiday Moments
Thanksgiving — November 25
Black Friday — November 26
Small Business Saturday — November 27
Cyber Monday — November 29
#GivingTuesday — November 30
Hanukkah — November 28 – December 6
Christmas Eve — December 24
Christmas — December 25
Kwanzaa — December 26 – January 1
Boxing Day — December 26
Halloween
Launch Mid Sept - Oct 31
SEPTEMBER OCTOBER NOVEMBER DECEMBER
Thanksgiving
Hosts typically begin prepping
meals 6 weeks before
Black Friday and Cyber Monday
Begin teasing their offers as early as
mid-October. Finalize campaigns by
mid-September for a mid-October rollout
or by early October for an early November
rollout.
Hanukkah Campaign Planning
Many retailers align Hanukkah campaigns with
Christmas campaigns, which generally start in
early November.
Christmas
Doesn’t technically begin until Black Friday, retailers
typically start rolling out Christmas, Kwanzaa, and
Boxing Day campaigns in early November.
New Year’s Eve
Campaign Launch
Launch New Year’s Eve
social media campaigns
by mid-December and
run them through
mid-January at the
latest. 29

30. Cyber Five Losing Momentum as Sales Pull
Forward
Shoppers are moving towards an “Always On”
Holiday shopping approach. Holiday shopping
started early and pulled demand forward, largely
driven by earlier than ever black friday promotions,
consumer awareness of supply chain issues and a
shift to more always-on ecommerce shopping.
Loyalty Programs are Key
Loyalty programs that provided early access to
products and enhanced benefits like guaranteed
delivery are a huge draw for consumers.
mComm & eComm Continue to Rise
The 2021 US holiday season saw the highest retail
growth in more than 20 years, largely driven by the
resurgence of in-person shopping. Expectations for
2022 have brick and mortar leveling off with
eCommerce & mCommerce making significant
gains.
Source: 1) eMarketer, 2021 Holiday Review and Holiday 2022 Preview, US, Feb 2022 2) Deloitte, Holiday
Retail Season Report US, April 2022
Consumers
Shopping
Behaviors
Have
Changed
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31. ❏ Showcase brand as often as possible
❏ Thumb-stopping. Stop the scroll!
❏ Clear & concise messaging
❏ 1:1, 4:5, or 9:16 ratio
❏ Test Static vs. video
❏ Design for sound off
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Mobile-Focused
Creative
Checklist

32. Schedule Your
Consultation
with a Creative and
Social Expert
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33. Q&A
HUDSON HAINES
Senior Creative
Director
LAUREN WALDEN
Senior Manager, Paid
Social
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on the future of
digital marketing
Visit our new content hub
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35. Thank you!
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