Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / How Brands Use Social Media for Holiday Campaign Planning
Transcript
- Lucas: It is late June, and somewhere right now, a brand team is already planning their Halloween campaign. And honestly? That is not crazy at all. Luna: Wait, June? We haven't even hit July 4th yet. Are we really talking about ghosts and candy corn? Lucas: I know it sounds premature, but the smartest social media teams are already in the thick of holiday planning. Think about it — if you want to create custom content, coordinate influencers, or produce any kind of seasonal physical product, you need lead time. Luna: Okay, but what does that actually look like in practice? Give me a real example. Lucas: Let's talk about Barbie. Last year, Mattel ran a really clever Halloween push that started in August. They used Instagram polls to let fans vote on which costumes they wanted to see, then created user-generated content challenges around the winning designs. Luna: So they were basically using social media as a focus group for their holiday product line. That's smart — you're building buzz and getting free market research at the same time. Lucas: Exactly. And the key was that they started early enough to actually manufacture and distribute the costumes. If they'd waited until October, they'd have missed the window entirely. Luna: But isn't there a risk of campaign fatigue? If you start teasing Halloween in August, aren't people going to be sick of it by the time October rolls around? Lucas: That's the balancing act. You don't go full throttle from day one. You phase it — a tease here, a poll there, then ramp up as the season gets closer. Think of it as a slow burn rather than a flash in the pan. Luna: I like that. What other brands are doing this well? Lucas: Starbucks is a master of the seasonal tease. They start dropping hints about the Pumpkin Spice Latte return on social media in late August, even though it doesn't launch until September. They'll post cryptic photos, countdowns, and fan polls asking 'when should PSL return?' Luna: And every year, the engagement on those posts is massive. It's like a holiday in itself for their superfans. Lucas: Right. They've turned a product launch into a cultural event. And the social media component is what fuels that anticipation. Without Instagram and TikTok, the Pumpkin Spice Latte would just be a seasonal drink — with them, it's a phenomenon. Luna: So for smaller brands that don't have Starbucks money, what's the takeaway? Lucas: Start with social listening. Look at what your audience is talking about related to the holiday. Are they already posting about Halloween costumes in July? If so, that's your cue to start engaging. You don't need a massive budget — you just need a calendar and a willingness to plan ahead. Luna: And what about the content itself? I feel like a lot of holiday social posts just feel like ads. How do you make them feel festive without being pushy? Lucas: The brands that do it well focus on the experience, not the sale. Instead of 'buy our Halloween decor,' they post 'show us your spooky setup' and feature user content. That creates community and gives people a reason to engage beyond just purchasing. Luna: User-generated content is huge for that. It also gives you a library of authentic material you can repurpose throughout the season. Lucas: Exactly. And it works across platforms. On TikTok, you can start a holiday-themed challenge. On Instagram, you can use Stories polls to let followers vote on costume ideas or decorating tips. The key is making people feel like they're part of the holiday, not just being sold to. Luna: I also think there's something to be said for the element of surprise. If you drop a holiday campaign too early and it's predictable, it loses its magic. Lucas: That's why phasing is so important. You want to build anticipation, not exhaust it. One trick brands use is to create an 'early access' campaign for their most engaged followers — a secret preview or a limited-run product that only social media fans know about. Luna: That creates exclusivity and rewards the people who follow you closely. It also gives you a test run before the full launch. Lucas: And if you're a smaller brand, you can do that with a simple Instagram post saying 'first 50 DMs get a sneak peek.' No budget required. Luna: I want to go back to the planning side. How early is too early? What's the sweet spot? Lucas: It depends on the holiday and your industry. For Halloween, starting in August is common for retail brands. For Christmas, some brands begin teasing in September. But you have to be careful not to overshadow the current season. Luna: Yeah, nobody wants to see Christmas decorations in September when it's still 90 degrees outside. Lucas: Exactly. That's why social listening matters. If your audience is already talking about the holiday, you can join the conversation. If they're not, wait. You don't want to be the brand that forces a holiday vibe when nobody's ready. Luna: You know, speaking of joining conversations naturally, I think that's a good moment to mention something. If these marketing conversations have sparked something you've actually used in your own work, that's the kind of feedback that keeps this show going. Lucas: It really does. We keep the show ad-free because of listeners who find value in it, and the simplest way to support that is at buy me a coffee dot com slash fexingo. No pressure, but it helps us keep doing deep dives into strategy like this. Luna: Yeah, and every bit of support goes right back into research and production. So thanks if you've ever chipped in. Lucas: Alright, back to holiday planning. One emerging trend I'm seeing is brands using social media to test holiday product ideas way before the season. They'll post concept art or mockups and gauge reaction before committing to production. Luna: That's a smart way to de-risk inventory. If nobody engages with your Halloween costume idea in July, you know not to make it. Lucas: Exactly. And it's cheap to do. A simple Instagram Story poll costs nothing but gives you real data. Brands that are serious about holiday social media are treating their feeds as a testing ground months in advance. Luna: What about timing for posting? Should you post holiday content at different times than usual? Lucas: Great question. During the holiday season, people's scrolling habits change. They might be checking social media more in the evening when they're decorating or shopping. You should look at your analytics from previous years and adjust your posting schedule accordingly. Luna: And don't forget about time zones. If you're a national brand, posting holiday content at 9 AM Eastern might miss the West Coast evening audience. Lucas: Right. Scheduling tools make that easy. But the bigger point is that holiday social media isn't about throwing up a few festive posts in December. It's about a coordinated, months-long strategy that starts with listening and ends with engagement. Luna: And if you start planning now, in late June, you're already behind some of the big players. Lucas: But you're ahead of everyone who will start in October. That's the gap you want to close. Start with one campaign — maybe Halloween — and build out from there. Luna: It's about being intentional. Not just 'post holiday stuff' but having a clear goal for what each phase achieves. Lucas: And if you do it right, you'll have your most engaged audience right when it matters most — at the point of purchase. Luna: That's a great note to end on. Let's leave listeners with that challenge: what's one holiday campaign you can start planning today? Lucas: And if you want to share your results or ask questions, we're always here. Until next time. Luna: See you.