Not only is it the sweetest time of the year for weekend escapes and chocolate indulgence, but for smart retailers it’s worth more than its weight in chocolate. With the short break presenting the perfect excuse to enjoy the outdoors, do some DIY or attempt some of those Instagram pinned projects, it’s no surprise Easter is worth an eggciting AU$3billion to the industry.
Here we showcase our top 5 Easter campaigns for 2016 – those we think really capitalised on the opportunity to connect well with consumers across multiple channels.
EGGSAMPLE 1 -TESCO
Tesco didn’t just do Easter, they created an ‘egg-tacular’ destination full of crafty ideas on their site, complemented with a series of videos and a TVC. A great multi-touch point campaign using traditional and social media. With a blend of kids’ activities, recipes and traditional promotions, it was very successful with a sales recovery boost recorded.
EGGSAMPLE 2 – CADBURY
With Burberry announcing the use of Snapchat and Snapchat codes in their latest Mr. Burberry campaign, it’s no surprise this social media platform is gaining mass market appeal.
Never one to shy away from trends, Cadbury released a Snapchat filter and earned the position of 1st confectionery brand to use the sponsored lenses platform.
EGGSAMPLE 3 – CARLSBERG
Showing why installations will always have great influences on consumer brand perceptions, Carlsberg took on the challenge with what ‘If Carlsberg did Chocolate Bars’ for Easter? What we particularly love is how this great idea was carried through to an online video, TVC and social media campaign.
EGGSAMPLE 4 – WALMART
Walmart is about family value and the Easter weekend offers a great opportunity to engage. Never to miss an opportunity, they released a very sweet TVC campaign. But it was their online activity across content such as DIY, kids craft, recipes and decorating together with great brand promotion cross overs and other category profiling that helped to boost sales.
EGGSAMPLE 5 -SELFRIDGES
The luxury retailer loves an event and their long list of activities maximised cross sell opportunities over the 4 day weekend with ideas we should all draw from.
EGGSAMPLE 6 – TOPSHOP
Finally, while 2016 did not see any specific activity from TopShop (if you don’t feel Easter applies to you), we still think their use of Easter to curate content and tap into the season is a fun and affordable initiative.