At Christmas, influencer marketing is like panettone: indispensable but only if done right. The most visionary brands seize this season to craft campaigns that grab attention and leave a lasting impression. It’s the time when influencer marketing success stories abound, showing how collaborations can turn Christmas marketing into a powerful tool to connect with audiences, evoke emotions, and drive purchases.
The Right Influence for Every Campaign
Influencers are the modern evolution of Opinion Leaders, leveraging the Two-Step Flow of Communication model developed in the 1940s. In this framework, a brand conveys its message through an influencer who enjoys the full trust of their audience. This relationship becomes a strategic lever to drive concrete actions, like purchases or sign-ups.
Underlining the growing prominence of this phenomenon, the annual “Digital 2024” report by We Are Social highlights a significant global rise in influencer marketing. Digital advertising spending increased by 10% in one year, reaching nearly $720 billion in 2023. Specifically, investments in influencer marketing activities grew by 17%, emphasizing the increasingly pivotal role of these figures in communication strategies.
But with great power comes great responsibility: criticism and haters are part of the deal, and a single mistake can be detrimental to both the influencer’s and the brand’s image.
Influencer Marketing and Success Stories: Making the Right Choice
Not all influencers are created equal, and their characteristics suit different Christmas marketing strategies.
Mega influencers: With over a million followers, they are the celebrities of the moment. Perfect for campaigns targeting a global audience and for brands able to handle the high costs.
Macro influencers: With between 500,000 and 1 million followers, they are more “accessible,” ideal for campaigns targeting a broad yet customized audience—such as beauty gurus promoting gift kits in TikTok tutorials.
Micro influencers: Specialists in specific niches with a loyal fan base ranging from 10,000 to 40,000 followers. They are perfect for highly targeted campaigns.
Nano influencers: With fewer than 10,000 followers, they have a small but ultra-loyal community and are ideal for authentic campaigns.
Christmas Marketing: Influencer Marketing and Success Stories
Travelodge: Christmas Saved
In 2023, UK-based Travelodge placed holiday chaos at the heart of its campaign, highlighting the brand’s versatility. Influencer @matthewandryan (446K followers) shared the mishaps of a disastrous Christmas trip, saved at the last minute by a Travelodge stay. Micro-influencer @aspoonfulofalice (9.9K followers) also shared how the chain provided a perfect escape from holiday stress.
The brand tapped into the typical challenges of the festive season, positioning itself as a practical and comfortable solution. With humorous, personal, and credible storytelling, Travelodge strengthened its emotional connection with its audience, ensuring high levels of trust and memorability.
HP: Printing Emotions
Since 2022, HP has incorporated a strategy focused on collaborations with influencers who appeal to creative home enthusiasts.
The content, practical and easy to replicate, highlights the brand’s role as an enabler of personalized experiences. By emphasizing the emotional aspect of Christmas traditions, the campaign deepens HP’s emotional connection with consumers, solidifying its image as a festive companion.
Google Meet: Closing Distances
In 2020, Google turned the spotlight on its app Google Meet during Christmas, addressing the need for connection in times of physical separation. Influencers like @francislola (337K followers) showcased how video calls could bring distant friends and family together, meeting a universal need for connection and positioning the app as a symbol of emotional closeness during the holidays.
Through a blend of technology and storytelling, the campaign shifted focus from mere technical use to the emotional value of staying united. Emotional content optimized for Instagram and TikTok—featuring Stories, Reels, and short videos—maximized engagement and virality. This winning approach convinced Google marketers to continue along this path in subsequent years.
The Most Talked-About Campaign of the Moment?
Google is making waves with a Christmas ad sparking as much conversation as a holiday dinner full of sharp remarks. The star is Cyrus Veyssi, a non-binary TikTok influencer, who invites the audience to explore skincare products through Google Shopping.
The internet didn’t hold back. While some praise the tech giant for its inclusivity, others criticize it for being “too woke.” Conservative commentators have mocked the campaign, questioning if it’s the best holiday message.
Google remains unfazed. A spokesperson explained that the ad is part of a broader project involving dozens of influencers. The goal? To show that Google Shopping is the perfect place to find everything you need—whether it’s a perfect gift or a cream to combat dry skin.
Love it or hate it, Google has hit the mark: creating buzz, polarizing opinions, and putting not just its service but also a message of inclusivity in the spotlight. After all, isn’t that the true spirit of Christmas?
