Top 10 Christmas Online Marketing Campaigns of All Time

Introduction

Christmas is one of the most magical times of the year—and for marketers, it’s also one of the most competitive. With shoppers eager to spend and brands vying for attention, a memorable campaign can make all the difference. Over the years, some companies have created holiday marketing that truly stands out, capturing the spirit of the season while driving engagement and sales.

In this article, we’ll explore the top 10 Christmas marketing campaigns of all time. From Coca-Cola’s iconic holiday trucks to WestJet’s heartwarming surprises, these campaigns show how creativity, emotion, and storytelling can create unforgettable moments. Each example includes key lessons you can use to craft your own holiday magic.

Let’s dive into the best Christmas campaigns ever and discover what made them so impactful.

1. Coca-Cola: “Holidays Are Coming” (1995)

No list of Christmas marketing campaigns is complete without Coca-Cola’s iconic “Holidays Are Coming” ad. First aired in 1995, the ad features brightly lit Coca-Cola trucks traveling through snowy landscapes, accompanied by the catchy jingle, “Holidays are coming.” This campaign didn’t just sell soda; it became synonymous with the holiday season itself.

The success of this campaign lies in its consistency and nostalgia. Coca-Cola reuses and refreshes the campaign every year, ensuring it remains a beloved part of Christmas traditions. The vibrant visuals, uplifting music, and feel-good vibe have cemented Coca-Cola’s place in holiday memories worldwide.

What you can learn:

• embrace consistency: A strong, recurring theme can build familiarity and loyalty over time.
• tap into nostalgia: Campaigns that evoke warm memories can create lasting emotional connections.

Coca-Cola’s “Holidays Are Coming” is more than an ad—it’s a symbol of the season, proving the power of timeless branding during the holidays.

2. John Lewis: “The Bear and the Hare” (2013)

John Lewis has become synonymous with emotional Christmas ads, and “The Bear and the Hare” is one of its most memorable. This campaign told the touching story of a bear who had never experienced Christmas because of hibernation, and his friend, the hare, who made sure he didn’t miss out. The combination of hand-drawn animation and digital effects created a visually stunning piece, set to a heartfelt cover of “Somewhere Only We Know” by Lily Allen.

The campaign was an instant hit, generating millions of views online and sparking conversations across social media. It also boosted in-store sales, with merchandise like Bear and Hare plush toys flying off the shelves.

What you can learn:

• invest in storytelling: A compelling narrative can capture hearts and drive engagement.
• integrate your campaign: Tie your ad to merchandise or products for a seamless brand experience.

“The Bear and the Hare” showed how storytelling and emotion can create a campaign that resonates with audiences and drives results during the holiday season.

3. Sainsbury’s: “1914 Christmas Truce” (2014)

Sainsbury’s created a masterpiece with their 2014 ad, “1914 Christmas Truce.” This campaign was inspired by the real-life moment during World War I when British and German soldiers paused their conflict to celebrate Christmas together. The cinematic ad beautifully recreated this historic event, showing soldiers exchanging gifts and playing football on the battlefield.

The campaign was more than just a story—it was tied to a charitable cause. Sainsbury’s partnered with the Royal British Legion, and proceeds from the chocolate bars featured in the ad were donated to the charity. The ad was widely praised for its emotional depth and historical accuracy.

What you can learn:

• connect to values: Aligning your campaign with meaningful causes can deepen its impact.
• focus on authenticity: Genuine, heartfelt storytelling resonates strongly with audiences.

“1914 Christmas Truce” reminded viewers of the humanity in everyone, creating a moving and memorable campaign that stood out during the festive season.

4. WestJet: “Christmas Miracle” (2013)

WestJet delivered a true Christmas miracle with their heartwarming 2013 campaign. The airline surprised passengers by asking them what they wanted for Christmas while they were at the boarding gate. While the passengers were in the air, WestJet employees raced to buy the gifts, wrapped them, and delivered them to the baggage carousel at their destination. The reactions of joy and disbelief were captured in a touching video that quickly went viral.

The campaign not only brought holiday cheer but also showcased WestJet’s commitment to going above and beyond for their customers. It generated millions of views, widespread media coverage, and a significant boost in brand loyalty.

What you can learn:

• add a personal touch: Surprise and delight your audience by addressing their individual wants or needs.
• create shareable content: Feel-good campaigns have a high chance of going viral, amplifying your reach.

“Christmas Miracle” demonstrated how personalization and generosity can create lasting emotional connections with an audience, making it one of the most memorable holiday campaigns.

5. Apple: “Share Your Gifts” (2018)

Apple’s 2018 holiday campaign, “Share Your Gifts,” was a visually stunning animated short film. It told the story of a young woman who creates art but is too afraid to share it with the world. Her dog accidentally releases her creations into the town, where people embrace and celebrate her work. The ad encouraged viewers to share their creativity and highlighted Apple’s tools for making and sharing art, like the iPad and MacBook.

The campaign struck an emotional chord, inspiring people to be bold and express themselves. It also featured a beautiful soundtrack, “Come Out and Play” by Billie Eilish, which added to its heartfelt tone.

What you can learn:

• connect to your audience’s aspirations: Focus on themes like creativity or self-expression that resonate deeply.
• use high-quality production: Stunning visuals and music can elevate your campaign and leave a lasting impression.

“Share Your Gifts” is a perfect example of how a brand can inspire its audience while subtly showcasing its products, making it one of the standout Christmas marketing campaigns.

6. Marks & Spencer: “Paddington and the Christmas Visitor” (2017)

Marks & Spencer charmed audiences in 2017 with their campaign, “Paddington and the Christmas Visitor.” The ad followed Paddington Bear as he mistakenly stopped a burglar, thinking he was Santa delivering gifts. Paddington’s kindness transformed the burglar, who ended up spreading holiday cheer instead. The campaign blended humor and heartwarming moments, appealing to families and fans of the beloved character.

To extend the campaign, Marks & Spencer sold Paddington-themed merchandise, tying the ad directly to in-store sales. The campaign also included an interactive online storybook, allowing viewers to engage further with Paddington’s holiday adventure.

What you can learn:

• leverage beloved characters: Using iconic figures can instantly capture attention and evoke nostalgia.
• create multi-channel experiences: Combine your campaign with interactive elements or merchandise to boost engagement.

“Paddington and the Christmas Visitor” showcased how a mix of storytelling, humor, and beloved characters can create a memorable and successful holiday campaign.

7. H&M: “Come Together” (2016)

H&M’s 2016 holiday campaign, “Come Together,” was a stylish and quirky short film directed by Wes Anderson. The story took place on a snowy train, where the conductor (played by Adrien Brody) rallied the passengers to celebrate Christmas together despite a delay. The film showcased H&M’s holiday collection in a subtle yet effective way, blending the brand’s fashion focus with a whimsical holiday theme.

The campaign stood out for its unique visual style, Anderson’s signature storytelling, and the heartwarming message of unity during the holidays. It resonated with audiences who value creativity and artistic expression.

What you can learn:

• use unique storytelling: Collaborating with distinctive creators or directors can make your campaign stand out.
• align with your brand identity: Showcase your products naturally within the narrative to maintain authenticity.

“Come Together” proved that a strong creative vision and subtle branding can deliver a memorable holiday campaign that captivates audiences.

8. John Lewis: “Give a Little Love” (2020)

In 2020, John Lewis launched its “Give a Little Love” campaign, focusing on kindness and community during a challenging year. The ad followed a young ballerina whose performance was canceled due to the pandemic. With the help of her neighbors and family, she performed outdoors, spreading joy and resilience.

The campaign was paired with a donation initiative, with John Lewis pledging millions to support those in need. The heartwarming message resonated with audiences and highlighted the importance of coming together during the holiday season.

What you can learn:

• focus on shared values: Campaigns that reflect compassion and resilience can deeply connect with audiences.
• pair your message with action: Align your campaign with a meaningful initiative to amplify its impact.

“Give a Little Love” showed how a brand can spread positivity and support its community, making it a standout Christmas marketing campaign.

9. McDonald’s: “Reindeer Ready” (2018)

McDonald’s captured the magic of Christmas with its 2018 “Reindeer Ready” campaign. The ad followed a young girl who saves a carrot for Santa’s reindeer, believing they need a snack too. The heartwarming story highlighted family traditions and the joy of the holiday season.

To enhance the campaign, McDonald’s created an interactive online experience where families could engage with Santa’s reindeer. They also offered festive-themed menu items to tie the campaign back to their products. The mix of emotion, storytelling, and interactivity made this campaign a hit.

What you can learn:

• combine emotion with interaction: Create digital experiences that allow your audience to engage with your story.
• tie the campaign to your products: Use the holiday theme to subtly highlight your offerings.

“Reindeer Ready” showed how blending heartfelt storytelling with interactive elements can create a memorable and engaging holiday campaign.

10. Burberry: “Close Your Eyes and Think of Christmas” (2018)

Burberry’s 2018 campaign, “Close Your Eyes and Think of Christmas,” combined glamour, tradition, and festive spirit. The ad featured a star-studded cast, including Naomi Campbell and Matt Smith, celebrating holiday moments in elegant, cinematic style. The campaign emphasized Burberry’s luxurious brand identity while evoking the magic of Christmas.

The ad seamlessly blended timeless traditions with modern fashion, showcasing Burberry’s products in a way that felt natural and aspirational. The visually stunning scenes and emotional undertones resonated with viewers, making it one of the standout holiday campaigns of the year.

What you can learn:

• align with your brand identity: Highlight your products while staying true to your brand’s style and values.
• use visual storytelling: High-quality visuals and a touch of glamour can elevate your campaign.

“Close Your Eyes and Think of Christmas” proved that luxury brands can balance emotion and elegance to create a powerful holiday message.

Conclusion

Christmas campaigns have a unique power to connect with audiences, combining emotion, creativity, and the holiday spirit. The ten campaigns we explored—from Coca-Cola’s iconic “Holidays Are Coming” to Burberry’s luxurious “Close Your Eyes and Think of Christmas”—showcase how brands can leave lasting impressions during the festive season.

Key Takeaways:

• Emotional storytelling resonates: Campaigns like John Lewis’s “The Bear and the Hare” and Sainsbury’s “1914 Christmas Truce” demonstrate the importance of heartfelt narratives.
• Interactive elements boost engagement: WestJet’s “Christmas Miracle” and McDonald’s “Reindeer Ready” show how personal touches and interactive experiences create deeper connections.
• Stay true to your brand: Burberry and H&M succeeded by aligning their holiday campaigns with their unique brand identities.
• Tie campaigns to action: Cause-based initiatives like Amazon’s “Give a Little Love” highlight the impact of combining marketing with meaningful contributions.

These examples remind us that great Christmas marketing is about more than sales—it’s about creating memorable experiences. As you plan your next holiday campaign, draw inspiration from these iconic examples and find ways to bring your brand’s story to life.

From all of us here, Merry Christmas and Happy Holidays! May your campaigns sparkle as brightly as the season itself.