Eight out of ten Christmas ads use a story, while only four in ten uses during rest of the year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 11, 2019, 5:23 PM UTC

Ads that use stories generate more enjoyment and emotional affinity than those don’t.

According to Kantar, most Christmas ads are based on a storytelling format, as opposed to the rest of the year. Though many brands seem to appreciate using stories in ads during Christmas to stand out, taking the same approach throughout the year could enhance marketing campaigns.

While the budget can be a constraint, creating an emotionally engaging ad on a smaller scale can help brands attract consumers. Brands like Boots, Morrisons and Tesco create ads with simpler ideas and “real scenarios” that resonate with its audiences during the Christmas season.

Kantar’s Daren Poole said that “storytelling doesn’t always have to be of the blockbuster variety”. Consumers relate more to stories that are relevant to them, rather than big ad stories.

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