Ah, Christmas. That magical time of year when we collectively agree to overeat, overspend, and indulge in a full-on spectacle of glitz, glitter, and endless ads. It’s the season where tradition takes center stage, but let’s be honest some Christmas traditions have gotten a little… out of hand. From decking the halls with more lights than a Vegas casino to battling over parking spots at the mall, the holidays are both delightful and absurd.

In this blog we will explore how the most ridiculous holiday traditions can be turned into marketing gold, if we must live with the madness, why not profit from it right?

The Christmas light wars:  While other countries go wild decorating their entire houses, here in South Africa, we are lucky if we can have a bright idea. Now I know I know; we haven’t had load shedding in quite some time, so why not take advantage of this. Since this season is all about the glitz and glam, if you’re a store that sells lights or decorations, why not do a social campaign where followers can share their most over-the-top Christmas light displays for a chance to win a gift card. Don’t forget to create a branded hashtag like #LightUpYourXmas to make the chaos even more “viral.”

Gifting – “Hands of that toy its MINE!!”: Ah, the “joy” of the Christmas shopping experience. If you’ve ever ventured into a mall in December, you know it’s less about the joy of giving and more about surviving the crowded parking lots and long lines. Somehow, buying gifts turns into a full-contact sport where the only thing faster than a shopping cart is the anxiety attack setting in. So how can you leverage on this? Well, if you have an online store, why not do free shipping with no minimum order this December. Create a cheeky video campaign outlining all the pros of shopping online and all the cons of going into the store.

New Year, New You? Yeah Right: But we could have new deals and new products. We all promise to change and do things differently in the new year and its probably cause of the huge Christmas dinner or the fact that by the time New Year comes around we are all broke and regretting our decisions. So how can we take advantage of this? Leverage the “New Year, New You” mentality with a playful campaign that highlights products to help customers achieve their (often ridiculous) New Year’s resolutions. Create an email series like, “Not Another Failed Resolution!” featuring products that help with everything from organization to fitness goals. Use humor in your ads, such as showing a customer’s unachieved goals alongside your product’s “superpowers” that’ll guarantee success.

Conclusion: Embrace the Madness, Make the Most of It

Christmas traditions are a mixed bag of heartfelt moments, chaotic shopping, and absurd customs that make us scratch our heads every year. But as digital marketers, it’s our job to embrace the madness and transform it into engaging, fun, and profitable campaigns.

So, while we may laugh at the ridiculousness of holiday traditions, we can certainly use them to connect with our audience in a humorous, relatable, and memorable way. After all, if there’s one thing the holiday season teaches us, it’s that people love a good laugh and they’re more likely to spend money on a brand that makes them smile.

So Merry Christmas, may your CTR’s soar, your engagement be jolly and your website load faster than your family’s group chat during the holiday festivities.

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.

Call or pop in to start working with the best!

031 492 3290

1st Floor Terrace Building
Lion Match Office Park
892 Umgeni Road
Durban 4001

Stuart Somiah is a seasoned digital marketer and web developer with over 12 years of experience. From crafting data-driven marketing strategies to developing innovative web solutions, Stuart combines technical expertise with a deep understanding of digital trends to deliver results that matter.

A generation born with a smartphone in their hand, where other generations played outside with sticks and stones, this new bunch played with tablets and phones.

Gen Z’s interests and values stem very far from those of other generations. They’re not just “very demure and very mindful,” get on their wrong side and they’ll come at you harder than any controversial celebrity accusations!

Using buzzwords and phrases in your campaign is not enough for social media marketers to properly target Gen Zs. It calls for a calculated strategy that begins with gaining a thorough grasp of this particular audience.

Now is the moment for marketers to learn what drives Gen Zs and how to reach the largest market segment to increase ROI, make the most of your marketing efforts, and attract more potential clients.

How To Reach These Bundles of Joy?

Gen Zs tend to favour TikTok and Instagram over other platforms, and this makes sense if you think about it, since TikTok and Instagram are both very visual platforms. Naturally, a generation that has had a screen in front of them since they were born would be attracted to this.

Gen Zs are the most diverse and inclusive generation compared to previous ones, who honestly didn’t really care if your feelings are hurt. Gen Zs respond positively to campaigns that promote social justice and environmental issues, our little world changers 😊.

They also have a lot going on compared to previous generations, which means they have a shorter attention span. If you want to grab the attention of a Gen Z, your message has to be concise, to the point, and impactful.

Remember when we millennials were young, we were told never to trust strangers, well Gen Z is all about the influencer culture. They’d rather listen to an influencer on purchase decisions rather than their own bank accounts 😁JK, they probably have more money than us millennials.

Since their phones are attached to their bodies and are a vital organ they need to survive, remember to make sure your campaigns are mobile-friendly. You’re never going to get your message to them if your landing page isn’t optimised for mobile!

Generic marketing campaigns won’t work on Gen Zs, you need to make sure the message is tailored. I know I know, if we millennials asked for this, we would’ve been called entitled, but how else are we going to take their money?

Gen Zs trust brands that use real people in their advertising, preferring a more personal touch from their brands. Socially responsible brands have a place in their hearts. Basically, they want to see if your company is doing anything to make the world a better place.

In a Nutshell…

To sum up, marketing to Gen Z consumers is not impossible to crack, but it does take some effort to reach them. Compared to previous generations, they are busy bees, buzzing all over and making every issue their issue to solve. With all the information you’ll find online, you’ll manage to capture the attention of this generation with your marketing quite easily… if you follow the above tips. NO CAP!

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.

Call or pop in to start working with the best!

031 492 3290

1st Floor Terrace Building
Lion Match Office Park
892 Umgeni Road
Durban 4001

Stuart Somiah is a seasoned digital marketer and web developer with over 12 years of experience. From crafting data-driven marketing strategies to developing innovative web solutions, Stuart combines technical expertise with a deep understanding of digital trends to deliver results that matter.

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.

Call or pop in to start working with the best!

031 492 3290

1st Floor Terrace Building
Lion Match Office Park
892 Umgeni Road
Durban 4001

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!

Generative AI has become a vital tool for increased efficiency, particularly in marketing. The magic, however, lies in striking the perfect balance between automation and human connection to keep audiences engaged.

In 1979, the first word processors and spreadsheets hit the market, and everyone was excited about how much easier this would make their lives and how much less they would have to work. Forty-five years later, although technological advances have made it easier for work to be done, it has also created more work rather than less.

Five-page PowerPoint presentations are now 60-page presentations, we have more to say due to the amount of data available to us. While having this data available is beneficial, how we use it can determine the length of our success.

What is Generative AI?

The short answer, which I’m sure everyone is familiar with, is ChatGPT. Generative AI is a piece of software that can generate information for you in real-time based on the database of content it has available to it.

Generative AI in Marketing

So how does this relate to marketing and what benefits or lack thereof would apply to businesses looking to take advantage of this? Well for starters, Generative AI would provide you with the idea, script, call to action and even the artwork for a campaign but would remove the emotional connection of said campaign. This is because AI does not have the emotional intelligence to create a story, it focuses directly on providing an answer to your question.

In my opinion, AI should be used to create ideas about ideas. What I mean by this is, imagine a marketing team needing multiple ad variations for a campaign. Generative AI can quickly produce diverse options, allowing teams to focus on execution and meeting tight deadlines. This acceleration not only saves time but also fosters more innovative marketing approaches.

Google leverages this extremely well in its Ads Manager, where you can create headlines and descriptions based on your ad’s context, like the landing page and existing ads using AI.

We can do a lot with AI, however, the one thing we should NOT do is get carried away as this can lead to brands putting out quantity over quality. Having all the information at your fingertips can be both a blessing and a curse; imagine a child at a sweet shop where it’s all you can eat. Sooner rather than later, he/she would get sick and leave a mess, the same applies to businesses using AI. if everyone decides to take advantage of AI and use it to generate more than they need to, with all the existing noise already online, the internet would just become more of a mess.

In a Nutshell…

Generative AI is undeniably reshaping the marketing landscape, offering new opportunities for personalisation, efficiency, and insight. As brands continue to embrace this technology, they must also navigate the ethical implications and strive for a balance between automation and human connection.

The future of marketing lies in leveraging generative AI, not just to enhance strategies but to create meaningful interactions with consumers. By doing so, brands can foster loyalty, drive engagement, and ultimately, achieve sustainable growth in an increasingly competitive marketplace. As technology continues to evolve, the potential for innovation in marketing is limitless!

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.

Call or pop in to start working with the best!

031 492 3290

1st Floor Terrace Building
Lion Match Office Park
892 Umgeni Road
Durban 4001

Stuart Somiah is a seasoned digital marketer and web developer with over 12 years of experience. From crafting data-driven marketing strategies to developing innovative web solutions, Stuart combines technical expertise with a deep understanding of digital trends to deliver results that matter.