Awareness, consistency and ‘sparkle’ help retailers triumph amid ‘competitive’ Christmas
As retailers begin to reflect on the festive period, have strong ad effectiveness scores translated into high sales?
Dubbed one of the most “interesting” and “highly competitive” Christmases yet, retailers either stuck to what they know or went in a different direction entirely with their festive campaigns to grab consumers’ attention.
The gamble appears to have paid off for most. Whereas in 2023 festive ad awareness was limited to a few “star performers”, all the brands tracked by Kantar saw their campaigns gain awareness.
A number of brands tested well pre-Christmas, but whether or not the effectiveness held up during the Christmas period was a different story. According to Kantar brand consultant Helen Rowe, retailers have enjoyed a strong Christmas due to both their campaigns and the work they’ve put in throughout the year.
