The Spirit of Giving: How Brands Can Create Value During the Holidays

The holiday season is a time of warmth, generosity, and connection. For brands, it’s also a chance to align with these values in meaningful ways. While many focus on driving sales during this busy time, some of the most impactful strategies revolve around giving; whether that’s through charitable initiatives, free resources, or simply creating campaigns that offer value without asking for anything in return. This approach not only fosters goodwill but also strengthens brand loyalty long after the season ends.

Why "Giving" Works in Marketing

Consumers crave authenticity, especially during the holidays. Brands that prioritize giving over selling tend to resonate more deeply, building trust and emotional connections. Think about it: a heartfelt campaign or a charitable initiative feels genuine and leaves a lasting impression, unlike a standard sales pitch. By giving back, brands demonstrate they’re about more than profits: they’re about people.

One prime example is Disney’s Season of Giving campaigns. From offering curated family-friendly holiday content on Disney+ to supporting Make-A-Wish Foundation through themed merchandise, Disney consistently aligns its brand with the spirit of the holidays, reinforcing its connection to joy and community.

How Brands Can Add Value During the Holidays

• Offer Free Resources or Content
  Providing free tools, guides, or entertainment can create a memorable touchpoint for your audience. For example, a film studio could release exclusive behind-the-scenes footage or director commentary for beloved holiday classics like The Santa Clause. Not only does this engage fans, but it also builds excitement and loyalty toward the studio’s wider catalog.

Pro Tip: Focus on evergreen content that resonates with audiences beyond the holiday season. Free eBooks, DIY kits, or access to exclusive screenings are all great options.

• Charitable Campaigns
  Partnering with nonprofits or launching philanthropic initiatives can make your brand synonymous with giving back. Netflix’s collaboration with Feeding America during the release of The Christmas Chronicles 2 is a great example. By tying a charitable cause to a holiday film, they created a meaningful campaign that resonated with viewers and supported families in need.

Pro Tip: Ensure your charitable campaigns are authentic and aligned with your brand’s values. Audiences are quick to spot inauthentic gestures that feel like PR stunts.

• Surprise and Delight Your Audience
  Little acts of unexpected kindness can go a long way in building goodwill. Studios or streaming platforms could offer limited-time free access to holiday favorites or host virtual events with cast members to engage fans in a more personal way.

Pro Tip: Use social media to amplify these moments. Sharing some videos of these acts of giving helps spread joy while reinforcing your brand’s values. However, don’t get too greedy – it’s easy to spot giving that’s just for the sake of publicity.

Examples of Holiday Giving Done Right

• Hulu’s "Hulu Holidays": Hulu curated a special holiday movie playlist and provided exclusive content to subscribers, blending entertainment with seasonal cheer. This simple gesture added value while reinforcing Hulu’s identity as a go-to streaming service during the holidays.

• Hallmark’s Holiday Wish Program: By creating holiday cards with donations tied to each purchase, Hallmark not only drove sales but also gave back, aligning perfectly with the brand’s emphasis on heartfelt connections.

Conclusion: Give First, Grow Later

The holidays aren’t just about what your brand can sell; they’re about what you can give. By focusing on authentic, value-driven initiatives, you not only capture the spirit of the season but also create lasting connections with your audience. Remember, when you give without expecting anything in return, the impact often far outweighs the investment – and your brand becomes part of the magic your audience remembers every holiday season.

Cozy living room with a lit fireplace, decorated mantle, comfy chair, and a decked-out Christmas tree.