Every year, my inbox fills up with holiday gift guides, predicted buying trends, and everyone's list of the "best of the best" stocking stuffers. I even follow suit at times, and create my own gift guides to help consumers navigate the ever-changing tech options... But this year, if there was an award for holiday gift guides, Digital Trends would be winning big, because their genius holiday campaign has everything and then some.
Expertly Targeted Content
The guide Digital Trends put out depicts products featured and told as stories in miniature scenes, thanks to a partnership with animation studio HouseSpecial. The stories and scenes offer gift ideas for the tech savvy, but in several different categories, like audiophile and foodie. Each scene holds tremendous attention to detail, and draws in the attention of the viewer for several different reasons. Not only are the scenes visually appealing, they are perfectly targeted, and feature products without the products being the actual focus of the scene.
MediaPost pointed out that the figures for the guide were designed in H0 scale. This is the traditional scale for model railroads (Hello Christmas trains and villages!), and this time of year, that is a genius touch, that proves 1) size matters, and 2) attention to detail on every level feels luxurious because we rarely see or experience that in advertising.
What + How + Where
It's not only WHAT they are saying about the product(s) but HOW they are saying it that has determined the efficacy of their guide. This guide is intentional. It's clear that the creators went in with a strategy, with intentions, and with clearly defined tangibles as outcomes. This is important because it's so much easier to get it right when you have the what, how, who, and where answered before you begin.
This Guide Is So "Instagram-able"
This unique "Instagram-able" product advertising campaign is unique and perfectly targeted in the following ways:
It's visually impactful and easily shared. The scenes are done so well, they have feelings to them of nostalgia and something unique, and they are easily shareable, which allows consumers to easily create buzz for them.
They are tapping into the nod to collectable holiday villages and model railroads, hitting right to the type of consumers they want to attract.
They feature products without being product shots and really separate out and make products that are me-too, and available anywhere, special enough to be clicked and bought to reward the creativity. Point blank: the guide makes people want to buy items they may have scrolled past on Amazon more than once, because of the emotion and connection they feel to the scenes and campaign.
With more than 30 million unique monthly visitors, I'm happy to take notes from Digital Trends. Alana Wolfman, their director of production, who shared their strategy of using SEO search queries to stay in front of exactly what users are searching for during the holiday season. In addition to that, the scenes themselves were created by a team that has worked on campaigns for major players like Chipotle, Planters, noosa, and Dish Network.
Rising Above the Noise
The reason I really love this campaign, other than the adorable perfectly executed miniature displays, besides the fact that it is everything an advertising campaign should be in its ability to be shared and to capture attention, aside from it's near perfect timing and magnificent attention to detail... is how the creators went outside of the box, to create something unique. That might not sound like much, but to be unique with intention, in a place where everyone is trying everything to be relevant, is a big deal.
The thought put into creation speaks for itself, and should push your goals for future product advertising. Don't be afraid to be unique, to go big (or small!), and to pay so much attention to the details that your attention feels like luxury to the consumers experiencing your campaign.