How Much Actual Sales Can A Small Christmas Movie Bring To The Brand?

These small Christmas movies at Hollywood level may not immediately increase Christmas sales, but enhance them. brand The key to image.

What if Christmas is stranded on the train?

The answer given by American director WesAnderson is to simply arrange a Christmas party with strangers in the same car in 19 minutes. Over the past three weeks since the launch of Youtube, the H&M has seen more than 9 million of its Christmas advertisements. Although there is no clear indication, all the characters in the film are wearing. H&M Clothes.

(actors decorate Christmas trees on the H&M train. )

As a director, the label of Wes Anderson is his strong visual style. His last work was the Grand Hotel in Budapest. Not only did he win 4 Oscar trophies, but also his most successful commercial film, with a global box office revenue of 170 million dollars.

And this three minute movie is basically the reappearance of all the WesAnderson elements that are pleasing. In tonal retro films, you can see Anderson's favorite train scene, the male actor and Oscar AdrienBrody as the conductor, as well as a sharp eyed child. Besides H&M, it looks too simple. clothing It's a bit of a show, and the whole movie is basically Anderson.

Before the December sales figures came out, it was impossible to predict how influential the expensive marketing of "Come Together" (Reunion) would be, but the participation in this winter edition of "super bowl" is indeed the brand's inertia marketing.

According to the world clothing and shoe net, the British spend 77 billion pounds in the Christmas season, with an average expenditure of 809 pounds per household, almost two times the rest of Europe and the United States. Therefore, in the UK, good Christmas marketing is very important to the brand.

For H&M, such a Christmas advertisement, like its annual designer collaboration series, is more money spent to earn an impression, and H&M also says it does not want to associate it with sales in December. "We hope to seize the warm, positive and magical feeling of Christmas under the theme of" Come Together ". Elnaz Barari, director of communications at H&M, said. "I certainly hope our customers will like the latest series and be infected by the film."

H&M hired Adam&eveDDB, an advertising agency in London, to plan the marketing. Adam&eveDDB has been very good at telling little warm stories through video clips, and has worked out a six minute funny film for H&M's David Beckham series. She already knows the way of H&M.

Echoing with it, H&M launched a series of print ads for the Christmas Series in the car that appeared in the movie, using a low saturation tone of gray and green, which contrasts strongly with the big red last year when KatyPerry acted as the protagonist of the Christmas series.

(H&M also used the train background for the Christmas series of print ads. )

"This story also fits the present. We all need to be hugged by strangers." AdrienBrody said.

Brody is probably just the end of the US general election. When people are worried about the future political and economic environment, they will be more likely to feel good about the warm brand image in consumer behavior.

In the same Christmas season, Burberry also took a three minute Hollywood short film.

The film, the legendary story of the founder of ThomasBurberry brand, tells the story of the founder of Thomas Burberry, founded by Thomas Burberry 160 years ago, and joined the popular traversing plot. It focuses on how Thomas Burberry invented the waterproof fabric of Burberry windbreaker, which is also the core product of the brand.

After a round of social media communication, some people even created a movie entry on the bean, with a score of 8.3.

This little movie is really more impressive than Burberry's finding a bunch of stars last year and wearing a windbreaker jump Christmas advertisement. Although sales in the same store grew by a small margin, Burberry's retail sales in the third quarter dropped by 14%, and even dropped by 25% in the US market. This is willing to spend more money to make Christmas advertisements, which is also a big bet for the brand.

(Courtesy of Burberry)

"This short film highlights the biggest" invariable "aspects of Burberry over the years, which are the most attractive to consumers. Tiffany Hogan, a retail analyst at Kantar Retail, a retail research firm, said. "After all, consumers are developing a new consumption habit, and they are beginning to stay away from fast fashion products that they can throw away at will and become willing to invest in longer life products." Hogan said.

In addition to Burberry and H&M, the British retail companies, which has been making Christmas advertisements, spent about 5 billion 600 million pounds this year for the Christmas consumption season. In addition to the physical shop's Christmas window design is a regular Christmas marketing program, for retail brands and retail outlets, Christmas movie is also a Christmas promotion hot spot.

As a master of Christmas video marketing, London department store JohnLewis has asked Adam&eveDDB this year to plan a Pixar animated Christmas movie. The advertising film, featuring a puppy named Busterthe Boxer, costs about 1 million dollars, and the total marketing plan costs 6 million pounds.

The main character of the movie is a puppy named BustertheBoxer. )

Such a high budget is mostly spent on animation effects. For example, in order to show the action of animal bouncing and make the jumping puppy more real, London animation company Moving Picture Company took 4 months.

"Now brand hopes to communicate with consumers through movie language." Sofronis Efstathiou, an animated lecturer at Bournemouth University, said.

The British holiday shop Harvey Nichols did not even highlight the concept of Christmas this holiday marketing. In the short film entitled "Britalia", you can only see the Italy brand. This materialistic happy film is also captured by the storytelling Adam&eveDDB. The plot is adapted from the works of Nobel prize winner and Italy playwright Lu Ji PI landlou, "a search for self". In the movie, a couple quarreled in Italian, and finally read the subtitle, you will find that they quarrel because HarveyNichols has stolen all Italy products.

The reason why we choose to publicize the Italy brand in the form of Italy soap opera is that Harvey Nichols found that over 50% of the British Christmas traditions have Plo Seck sparkling wine, and over 20% will buy Toni sweet bread as Italy's special gift as a Christmas gift.

"This is the best time to celebrate Italy culture." Harvey Nichols's creative and marketing director, Shadi Halliwell, said. "Italy culture is reviving. We can see from the latest sales data that Italy's products are our consumers' favorite."

According to the world clothing and shoe net, the consumption of Christmas season accounts for 25% of the total annual sales. This is why the major retail brands attach importance to Christmas and new year's shopping season. According to the analysis of the US Retail Federation, 46% of the consumption in the Christmas season will be completed online. The brand short film that is more suitable for social media communication has become a popular marketing tool.

One example is that compared with last year, the number of searches for Christmas advertisements on YouTube increased by 40% this year. "People started searching before these ads were released." YouTube UK brand director David Black said. "The performance of British brands is particularly prominent."

ReikoHan is such a consumer who lives in the UK and sees a batch of Christmas advertisements every Christmas season. "I think advertisements are for selling feelings. Even if I go to JohnLewis to buy things, it's not because of the advertisements of his family, but because the quality is really good. But did their warm advertising subconsciously improve my interest in JohnLewis brand? I don't know. Han said. "The effect of Christmas advertisements, of course, is not so straightforward as the supermarket says roughly 10 yuan a turkey."

(John Lewis with Christmas theme window design. )

Han mentioned John Lewis, a middle end department store in the United Kingdom, thinks this emotional marketing is effective. John Lewis said that the average sales of Christmas advertisements in the past four years increased by 16% on Christmas sales. From 2013 to 2015, the volume of JohnLewis traffic increased by 50% to 1 million 400 thousand.

But how much actual sales can we bring to the brand if we invest in a small Christmas movie?

Of the more than 10000 questionnaires recovered from the survey by British website Money Saving Expert.com, only 1% of consumers believed that Christmas advertisements could stimulate them to spend the most, and 2% thought "some influence". 10% thought "minimal impact", while 69% said they had never been affected. "People just think that these expensive advertisements are a Christmas entertainment, and retailers do everything they can to make consumers spend a lot of money."

But Hogan believes that it is hard to tell how many Christmas advertisements will directly affect sales. "These advertisements may not give consumers specific shopping behavior, but they can cultivate the emotional connection between consumers and brands in a long term. The Christmas season is the highest level of consumer acceptance of the brand. " Hogan said.

"I think our Christmas advertisement is very warm. It's just a highlight of Christmas." Like most British people, Han usually watches Christmas advertisements through watching TV. She still remembered that Lily Allen sang "Somewhere Only WeKnow" in John Lewis advertisement three years ago, and made her "moved to cry".

Therefore, in the competitive Christmas season, the most direct use of Christmas movies may be to remind people that Christmas should be a little more touched.

More interesting reports, please pay attention to the world clothing shoes and hats net.