The holiday season presents one of the toughest challenges for digital marketing teams. As promotions, product offers, and creative campaigns intensify, it becomes increasingly difficult to stand out in the crowded marketplace.
With influencer marketing becoming a key strategy for more brands, collaborating with influencers alone no longer guarantees success.
This guide highlights some of the most successful holiday influencer campaigns we've come across, offering fresh ideas to help you break through the noise and make a memorable impact on those essential Christmas shoppers.
Why Are Brands Boosting Their Budgets for Influencer Campaigns This Christmas?
It's no secret that the Christmas season is a critical period for nearly every brand, with retail activity surging from Black Friday through to New Year’s. Last year alone, consumers spent over $105 bn in November.
As competition intensifies, brands are vying for attention in their respective markets this holiday season. With viral gift trends sweeping through TikTok and Instagram, standing out on social media has become more crucial than ever.
- 60% of Gen Z shoppers and 56% of Millennials turn to social media for gift inspiration and to make purchases.
- Social media ads generated five times more traffic than traditional advertising methods during the 2023 holiday season.
- In the UK, Christmas ad spend increased by 5% in 2023 compared to the previous year, hitting a record £9.5 billion for festive marketing.
Influencers play a crucial role in effective holiday marketing, with 85% of consumers aged 18-34 favoring influencer-driven campaigns over traditional media such as radio or print. Interestingly, just 27% of survey participants were influenced by an influencer's fame or celebrity status, underscoring the value of creative micro-influencers who have dedicated and engaged followings.
It is shown that over half of Gen Z shoppers want to see holiday marketing as early as November, launching an impactful influencer campaign in advance is becoming essential for brands aiming to succeed during the festive season.
Haven’t found the ideal influencer for your brand yet? SocialBook's SaaS platform makes it easy to connect with the perfect influencer for your marketing efforts, focusing on factors like audience engagement and brand compatibility. This user-friendly platform allows you to identify influencers by evaluating key metrics, including engagement rates, audience demographics, and other essential data.
10 Inspiring Christmas Influencer Campaigns to Learn From
1.Travelodge
Travelodge has teamed up with a variety of vibrant and fun-loving Instagram influencers for their Christmas campaign.
@matthewandryan (530K followers) shared a humorous story of a surprise holiday trip gone awry, with a last-minute stay at Travelodge saving the day. The story takes an unexpected turn, revealing Ryan’s surprise gift: matching limited-edition Christmas pajamas from Travelodge, a quirky twist on Matt’s failed country retreat.
Additionally, micro-influencer @aspoonfulofalice (42.7K followers) shared her personal experience, explaining how Travelodge became a crucial refuge during the busy holiday season. With ADHD, Alice finds comfort in having a quiet, private space to unwind after hectic family gatherings.
By showcasing the brand through a variety of unique perspectives, both fictional and personal, Travelodge has successfully emphasized its key selling points—reliable, last-minute comfort—by working with influencers rather than traditional advertisements.
For Brands: If you're considering partnerships with influencer like Matthew & Ryan, SocialBook can help you discover the right match for your marketing campaigns based on audience engagement and brand alignment.
2. HP
It might seem challenging to market printers during the Christmas season, but HP is proving otherwise.
Much like Google, HP has realized that the true value of a product lies in how people use it. For their holiday campaign, the brand focused on the printer’s role in enhancing festive traditions, showcasing how it can help create even more joy and memories during the holidays.
From printing fun designs for holiday decorations with kids to customizing labels for homemade jams and preserves, HP’s message is clear: without one of their printers, you're missing out on a world of creative possibilities.
Influencer @houselarsbuilt (242K followers), is known for her home, craft, and family content, brought this message to life. She demonstrated how easy it is to print from your phone or personalize jars of apricot jam with custom labels, making the holiday season even more special.
3. Google Workspace
For the holiday season, Google sought to expand the reach of its video calling app, Google Meet, beyond its usual business-focused audience to include families. Traditionally marketed as a professional tool, the goal was to tap into the growing number of people who use video calls to stay connected with loved ones during the holidays.
To achieve this, Google partnered with family-oriented influencers like @francislola (335K followers). By leveraging her relatable and heartwarming content centered around motherhood and family, Google could connect emotionally with her followers. This allowed the brand to tie the joy of festive reunions with the functionality of Google Meet in a natural and engaging way.
Influencers were encouraged to personalize their content, while still highlighting key product features. Each video included a subtle but clear message that "Google Meet is built right into all Android devices," ensuring viewers understood its convenience over competitor apps. The end result was a series of organic, family-centered moments, showcasing fun filters, seamless call quality, and the simplicity of using the app for connecting with loved ones.
4. Marshalls
Marshalls offers a wide variety of products, from clothing and footwear to home goods, kitchenware, toys, and more, making the holiday season a key opportunity for them to stand out. In a crowded retail landscape, the brand focused on showcasing the breadth of their product range to differentiate themselves from competitors.
To do this, Marshalls collaborated with several influencers. For example, @malloryleerichardson (199K followers) hosted a gift haul featuring something for everyone, from toddlers and kids to presents for dads. This helped highlight the store's extensive selection in a relatable and engaging way.
5. Campari
Campari, the legendary Italian aperitif celebrated for its bold red color and distinct bittersweet flavor, is synonymous with refined cocktail culture, especially in classics like the Negroni. Known for its timeless appeal, the brand sought to spotlight its newly redesigned bottle during the holiday season, teaming up with US fashion and lifestyle influencer @mrlittle (671K followers) on Instagram.
The collaboration unfolded in a stunning video that transported viewers to an upscale cocktail party hosted by Rashad (aka Mr. Little). The content oozed sophistication, with opulent golden barware set against the backdrop of a golden hour sunset. We were treated to a sensory experience: close-up shots of Campari flowing smoothly into a glass, being gently stirred over ice, and served with immaculate precision—every frame embodying the essence of luxury.
This visual storytelling was a seamless extension of Campari's brand values: elegance, smoothness, and an air of exclusivity. The production was impeccably crafted, but what truly elevated the campaign was the choice of influencer. Rashad, known for his sharp fashion sense, passion for fine fragrances, and insightful perspectives on self-growth, perfectly personified the sophisticated, aspirational vibe Campari is renowned for.
When a brand collaborates with an influencer who genuinely embodies its core ethos, the partnership becomes more than just a promotion—it becomes a statement. And with this campaign, Campari and Rashad delivered the perfect recipe for a truly refined holiday experience.
6. Olaplex
Olaplex, known for keeping hair radiant all year long, wasn’t about to let its customers down during the holiday season, a time when maintaining that shine is even more essential.
To amplify their message, the brand collaborated with US-based beauty influencers on Instagram, including makeup artists @makeupbyerika19 (168K followers), and @naturally.nish (119K followers)
The content showcased these creators demonstrating their hair care routines, highlighting the Olaplex Nº.4 Bond Maintenance Shampoo and Nº.5 Bond Maintenance Conditioner as key products for maintaining healthy hair throughout the festive period. With a focus on engaging the Latin American audience, Olaplex also partnered with influencers from that demographic and launched a giveaway to further boost the campaign’s reach and interaction.
7. Sainsbury’s
Sainsbury’s wanted to highlight the significant savings they offered on key Christmas dinner items, such as 50% off beef or a third off pork shoulder. Rather than using typical, staged images of holiday food, the brand opted for a more relatable approach, partnering with a variety of influencers under the “Hey Sainsbury’s” campaign.
The influencers put their own spin on traditional Christmas meals, whether that meant getting creative with classic dishes or convincing their mums to skip the usual Christmas pudding in favor of something new. As they unpacked their Sainsbury’s haul, the influencers shared the meals they were preparing, subtly mentioning the savings they scored with their Nectar cards. This natural, casual style made the experience feel like advice from a friend or family member.
As a result, viewers were inspired by these personal moments and meal ideas. For example, when @muddlethroughmummy made pulled pork buns, it felt like a great idea for Christmas Eve, seamlessly tying the product offers to an inspired, real-life moment. The savings and the recipes became intertwined, making the promotion feel like an authentic part of the holiday experience.
8. Samsung
Samsung extended its seasonal campaign well beyond Black Friday and Cyber Monday into the heart of the holiday season, amplifying its tech discounts throughout December. To drive the message home, the brand partnered with a mix of US-based influencers on Instagram, including @anniemescall (206K followers) and @f1elly (177K followers), covering niches like gaming and home décor.
The content showcased various Samsung products in action. Home-focused influencers highlighted Samsung’s The Frame 75” QLED 4K Smart TV, beautifully displayed in their holiday-themed homes, while the gaming influencer put Samsung’s curved TV to the test, offering an immersive gaming experience as they raced through a high-speed game.
Each influencer included details in their captions on how followers could take advantage of the brand’s special deals, whether in-store or online. This strategy effectively engaged different audiences while promoting Samsung’s key products in an authentic and relatable way during the festive shopping season.
9. Option B
Option B is an organization dedicated to offering practical, compassionate advice for individuals facing personal loss or hardship, as well as for those who want to support their loved ones during life's toughest moments.
For many, the holiday season is about spending time with family and friends. But for some, it's a challenging time. To raise awareness and provide support for those who struggle during this period, Option B teamed up with @feedthemalik (185K followers).
In her content, Anela opens up about navigating the holidays after a divorce, sharing how she’s creating her own new traditions and still finding joy by focusing on quality time with friends and family, while also making space for self-care. She highlights how Option B helps people cope during difficult times, encouraging viewers to visit the organization’s website for resources and guides that offer practical advice on how to make the holidays more manageable, even in the face of change and adversity.
10. Klarna
During the holidays, Klarna makes gift shopping easy and stress-free. Partnering with Converse, they launched a campaign offering 20% off footwear when using Klarna. US fashion influencers @_dezsmith (20.3K followers), @ava.tocloo (470K followers), and @audreytrullinger (151K followers) created Reels showcasing different ways to style Converse shoes with seasonal outfits, all while highlighting the convenience of shopping with Klarna.
Final Thoughts
At Christmas, it's not just about buying toys or food—it’s about creating moments that bring joy and lasting memories with loved ones. Influencer content taps into these emotions by connecting with relatable figures like homemakers, gift-givers, or creatives, letting customers see themselves in the stories shared.
The holidays are a time filled with warmth and nostalgia, and brands need to capture that feeling from the start. Influencers excel at showcasing the real experience behind a product—whether it's a dad bonding with his kids over a toy drone or a family sharing a festive meal. These genuine, heartfelt moments resonate deeply with consumers, helping to create the holiday magic they seek.
To stand out in this crowded season, your offering needs to feel special too. Limited-edition items, such as Travelodge’s Christmas knitwear or Sainsbury’s Extra Special range, are perfect for influencer-driven content like unboxings or hauls, adding an exclusive touch to your campaign.
And if you're still looking for the perfect influencer to match your brand’s vision, SocialBook is here to help. With its smart tools for identifying influencers based on audience engagement and brand alignment, SocialBook makes it easier than ever to find the right partnerships that will elevate your holiday campaigns. Whether you're seeking authentic connections or aiming to amplify your reach, SocialBook can guide you to the right influencers for maximum impact.