Silly season is upon us, so we asked our events guru about creating standout festive brand events and activations for a lasting impression!

As the festive season approaches, brands are actively looking for ways to capture the spirit of celebration in a way that resonates with their target audiences. But in a period where the masses are spoilt for choice of events and activations, how can a brand truly stand out?

We turned to our Internal Events & Influencer Specialist, Jessica van Vuuren to answer a few burning questions as someone in the know!

Jess: I’m genuinely excited to share my 5 cents in this blog! The festive season brings a mix of nostalgia and new realisations for me each year. I have such fond memories of my mom making it magical, and I love how people seem kinder, more generous, and how my own family and friends come together in a special way.

However, with each year, I also see the flipside – how isolating it can be for many, highlighting the divides in connection, community, and finances and it makes my stomach sink. Thinking of a parent struggling to provide a holiday experience for their child brings home the season’s bittersweet side, picturing their child going to a school where all the others are dressed as an actual tree (pretty much) and knowing their parent could barely afford the tinsel around their neck. The grocer packing shopping bags filled with this year’s décor, only to go back to an empty home, hoping the summer rain won’t ruin their roof or flooring.

With this in mind, there’s an opportunity for brands to bring more than just cheer to the festive season. By tuning in to this sentiment, brands can genuinely uplift communities and build connections that last beyond the summer.

1. What are some of the biggest trends you’re seeing this festive season that brands should consider incorporating into their events?

Jess: This year, trends are very much related to “DIY” and “hosting.” They’re all about how to create festive decorations, drinks and meals that are unique, pretty, and just scream SEASON’S GREETINGS! However, the biggest trends aren’t just about sparkle; there’s an undeniable surge in sustainability and focus on using elements that we already have to create something impactful but affordable.

People want to know how brands are giving back, be it through eco-friendly practices, local collaborations, or events that create genuine impact. Brands that can bring people together – think understated style with a meaningful message – are setting themselves apart. To resonate with today’s audience, focus less on the “glitz” and more on the “giving back.”

2. How can brands use festive events to create authentic connections with their audience, especially during such a competitive time of year?

Jess: This season, it’s all about building a sense of community. Brands can do more than just host events, they can create spaces for people to feel included and valued. Think about organising events that help people feel a part of something. Here are some industry-specific examples:

Jewellery:

• Host a “Create Your Keepsake” workshop where people can design meaningful pieces with loved ones, focusing on connection and memories over traditional sales.
• Run a “Giving Jewellery” initiative, where customers can buy a piece for themselves and donate a similar item to someone in need, creating a connection through shared giving.

Food:

• Host a “Feast Together” event where customers can pick up summer-inspired meal kits to cook with loved ones, along with an invitation to a live virtual cooking class.
• Partner with local shelters or food banks to offer a “Share a Meal” initiative, where each customer’s meal purchase contributes towards feeding others in the community.

Beverages:

• Arrange a “Summer Cheers” evening where guests can sample festive drinks and learn about the story behind each blend.
• Host a “Toast with a Cause” event where people can buy tickets, with a portion of the proceeds going towards local causes.

Skincare:

• Create a “Glow and Give” day where customers can explore skincare routines for summer, and part of each purchase goes to a local charity supporting wellness.
• Offer a “Summer Skin Workshop” to share skincare tips and drive brand awareness.

3. How can brands effectively collaborate with influencers during festive events to increase visibility and engagement?

Jess: Planning is essential here. Start collaborating with influencers well in advance, ideally from November, so they can build anticipation with their audiences. Having influencers share personal tips adds a genuine touch when they recommend products based on their own experience with a brand.

Influencers have become holiday staples (like sports on the TV during a summer braai, but arguably more interactive). The key is selecting influencers who understand and embody your brand. Choose those who can talk about your products in a genuine way. Forced collaborations stand out from a mile away, so it’s better to work with influencers who will make your brand feel naturally integrated into their lives, rather than just another seasonal pitch.

4. What are some common challenges brands face during holiday events, and what are your top three tips for overcoming them?

Jess: Holiday events can be as unpredictable as a sudden summer storm. The biggest hurdles brands face are often oversaturation, misjudged timing, and budget constraints. Here’s how to tackle them:

1. Quality Over Quantity: Less can truly be more. Focus on creating a few high-impact experiences rather than spreading resources too thin. Let the audience walk away with a lesson learned and some inspiration rather than playing a part in their mindless scrolling.

1. Timing is Key: Planning when to launch is critical. Too early, and people aren’t ready; too late, and they’re already spent. Being decisive helps – if you’re not doing a festive campaign, stay firm, but consider filling the gap with another impactful initiative instead.

1. Plan for Plan B (and C): During the summer rush, things don’t always go according to plan. Having backup options in place will help keep the festive spirit alive, even if things change at the last minute. A flexible approach will ensure the success of your brand’s festive message – rain or shine!

Jess: Honestly, my closing statement is more of a question to brands. For many, this season amplifies anxieties rather than eases them. So, as a brand, ask yourself: what are you truly offering? Are you helping people find moments of peace, connection, and meaning – or are you simply adding to the mounting stress by pushing more to buy?

The 13th Floor is an award-winning full-service marketing agency, specialising in digital and production. With 20+ years of experience, we know this business. We know what works and why.

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Sannie Nkosi is a number-cruncher by qualification and a storyteller at heart. With over five years of experience as a copywriter and content writer, her love for words and brands made agency life a perfect fit. When she’s not typing away at her laptop, you’ll likely find her listening to podcasts, catching up on YouTube, or getting lost in a great book!