Find out why 2018 is the perfect time to use holidays and influencers together in your strategy!

During last year's holiday season, nearly half of young people bought products promoted by popular media on social networks - no wonder 2018 was called "The Year Of The Influencer."

From widely known holidays such as Easter and Father's Day to more niche ones like Coffee Day, Chocolate Day, or No Phone Day. It's hard to disagree that these newly created occasions for celebration represent a substantial array of opportunities for marketers!

Activities in this area give brands alternative, strategic methods to raise brand awareness and engagement, while also positioning them positively in consumers' perception. Additionally, they generate greater brand awareness throughout the year!

Adding influencers to your advertising campaign can make the results even more satisfying.

#WorldNutellaDay

The global food brand, Nutella, recently partnered with two of the UK's biggest content creators (Zoella and Pointless Blog). The social campaign #WorldNutellaDay generated over 700,000 reactions on Instagram and reached over 15 million users of the platform.

Creating a new holiday by a brand may not always work, so using one of the thousands of already existing days of celebration can be an excellent solution. National days can also help people associate a brand with goodwill activities and create a more emotional connection. As Starbucks showed when it partnered with World AIDS Day and donated 25 cents for every holiday drink sold to help raise money and increase human awareness.

The key here is authenticity. Audiences are five times more likely to buy something that is promoted or endorsed by someone who influences them. They trust the endorsement when it aligns with the content they are used to. The same applies to choosing a brand's national day.

The era of influence

To find out where to shop, what to wear, and eat, more than half of young adults in the UK seek out influencers and make purchases directly promoted by them.

By collaborating with these recognized brands, companies gain access to highly engaged audiences. Using influencers also gives brands specially designed content, showing their products placed in the right context. This provides them with personalized content that can be transferred to their own advertising channels.

An influencer can also help brands stay up to date with the latest social trends. These digital natives know which hashtags are gaining popularity - an essential element in such campaigns.

Many companies use online platforms to align their brand with influencers for National Days and see above-average customer engagement thanks to high-quality content and timely campaigns.

#DavidBeckhamRespect

Last year for Father's Day, creating "Respect" with David Beckham, online management platforms were used to align the brand with Father's Day. The campaign encouraged discussion about one's idols on Instagram using the hashtag #DavidBeckhamRespect. This connection increased the emotional bond around the campaign and positioned the fragrance as the perfect Father's Day gift.