Patchwork will share concrete tips and tactics to create engaging Christmas content. This will be highlighted by them sharing the thoughts behind Christmas executions from e.g. Arla Baby & Me, Spotify & M&M’S.

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Agenda
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1. Short introduction to Patchwork
2. Common challenges during Christmas
3. Content mission
4. Four tactics + cases as example

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Short introduction to
Patchwork

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• Creative communications agency
• Strong track record working with leading
local and global brands
• Leading Scandinavian provider of
consumer engagement, content creation
and community management
• 65 Patchworkers across 3 offices
(Copenhagen, Oslo and Stockholm) are
making it happen …

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Patchwork is a Nordic creative
communication agency bringing
brands to life by inventing, crafting and
distributing meaningful ideas that
make a difference
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Common challenges
during Christmas

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We all want to say
something during the
Christmas season

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Exponential growth
of content
distribution, mainly
driven by social
channels.
More
content
Niche channels is
increasing and main
channels is
consolidating.
More
channels
More competition to
get the word out to
friends and peers,
shift to dark social.
More
competition
Decrease in trust to
brands and
institutions, people
turn to their friends
and peers.
More
influencers

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Digital information created and shared (zettabytes)
More
content

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… business’ commercial
efforts on social media is
increasing during the
Christmas season

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8 sec.
… average attention span
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71 %
… says ”no thank you”
(they think commercials are annoying)
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3 out of 4
...would not miss brands on
social media

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?
… why?
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In a world where it is
difficult to
distinguish between
price and product.
… the consumers want something more
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Something to talk about

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Would you like to
sit next to yourself
at the Christmas
dinner table?

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4.
How we can help our
audience with what
we have in common
3.
What we have in
common with our
audience
2.
Listen and learn
about our story1.
Buy our
product
Rational
Emotional
Low engagement
High engagement
Content
mission

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Let it be Christmas …?

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Four tactics for creating engaging
Christmas campaigns

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Do we want to stand out, by
fighting fire with fire - or by
fighting fire with water?

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Turn up the volume – and
contribute to the noise
Focus on quality – by
increasing relevance and value

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Marketing is no longer a
numbers game. It’s a game of
quality and relevance.

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Reward
I believe relationships are based
on mutual value. I like to be
generous, but somehow expects
something in return for my
commitments. So make sure to
make me feel special and reward
me by giving me insights, special
treats or access to competitions.
Social Currency
I care about how I express
myself to others. So help me
seem smart, cool and in the
know about the world and
beyond.
Utility
I share and engage with
meaningful things. So help
with tools, knowledge,
expertise that can help me
make my everyday life more
fun, happier, mysterious or
inspirational.
Recognition
I like being understood and
recognized for my interests and the
way I pursue life. So be a facilitator
and help me be a part of a discussion,
tribe and community.

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Social
Currency

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Social currencyChristmas24:
The Christmas Gift Experiment

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Recognition

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John Lewis:
Monty the penguin
Recognition

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RecognitionJohn Lewis:
Monty the penguin

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Utility

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Spotify:
Year in music
Utility

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Spotify:
Year in music
Utility

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Reward

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WestJet:
Christmas miracle
Reward

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Nobody counts the number of ads
you run, they just remember the
impression you make.
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