The festive season has long been heralded by the launch of big-budget Christmas TV campaigns. For decades, these ads have captured the hearts of audiences and become synonymous with the magic of Christmas storytelling. But as viewing habits evolve and audiences shift their attention to social platforms, it's time for brands to rethink their approach.
In her recent article for Creativebrief, our Social Director, Ines Casas, explores why brands must break free from the nostalgia of traditional TV ads and embrace the power of social-first strategies.
The Shift from TV to Social
While Christmas TV ads were once cultural milestones, today's audiences are consuming content differently. Social media platforms like Meta and TikTok offer brands unprecedented opportunities to reach, engage, and convert audiences with precision targeting and measurable ROI. As Ines highlights, brands need to meet people where they are—and increasingly, that's on social platforms.
Case in Point: Volvo's Bold Move
Ines points to Volvo as a standout example of a brand successfully shifting to social-first storytelling. Their recent cinematic ad for the EX90 SUV debuted not on TV, but on Instagram, achieving high engagement and widespread praise. This move demonstrates that social isn't just an alternative to TV—it's a better solution for reaching and resonating with modern audiences.
Why Social-First is the Future
Social media doesn't just offer reach; it offers precision, creativity, and real-time analytics. Ines emphasizes that the tools available on platforms like Meta and TikTok allow brands to optimise campaigns in real-time, ensuring every pound spent delivers measurable results.
But beyond the metrics, social-first strategies unlock creative freedom—from interactive AR experiences to shoppable content and influencer collaborations, social campaigns can create deeper, more meaningful connections with audiences.
Dream Bigger, Dream Smarter
As Ines concludes in her article, the magic of Christmas storytelling isn't tied to a medium—it's in the power of the story itself. Social platforms offer brands the chance to tell those stories in smarter, more impactful ways.
To read Ines Casas' full article on Creativebrief, click here and discover why it's time to embrace a social-first festive strategy this season.
