3 inspiring campaigns that remind brands to be human during the holidays

We’ve heard a lot lately that brands need to show empathy, that they need to make a “human connection” with consumers. While that has always been true, it’s recently become more important with consumer trust at a historic low. This development makes trust a vital trait for brands to build—more than one in three consumers rank “trust in brand” as among their top three reasons they shop at a particular retailer.

The holidays represent an unusually promising time for brands to show their human side. When it comes to branding, major American companies tend to focus a lot on the Super Bowl. Meanwhile, across the pond in the U.K., yuletide campaigns have long been valued as the best branding juncture on the calendar. During this moment in time when empathy and authenticity are seen as keys to branding success, U.S. marketers have an opportunity to reimagine their holiday season strategies as more inspirational and less transactional.

Sure, some leading U.S. brands have made a habit out of appealing to consumers’ humanity during the holidays. Take Lexus’ “December to Remember” tagline, which resonates with Americans like few other campaigns—in fact it’s the leading car name for brand awareness during the holidays. Budweiser has regularly had the Clydesdales in Christmas ads. And Coca-Cola practically made Santa Claus part of its logo for decades to tap into the holiday spirit.

There’s an opportunity for more U.S. marketers to adopt the holiday playbook. With that in mind, here are three campaigns from Europe that should inspire marketers everywhere to tell more empathetic stories during this season and in seasons to come.

The Tear-Jerker

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