It’s the season to celebrate innovative brand teams. CXM Today looks at what marketers can learn from this year’s brand-led holiday marketing campaigns.
Holidays are an exciting time, not only because of the sweet treats and the festive fun, but also because it offers a parade of fascinating campaigns by the world’s biggest brands.
For marketers, the year-round preparation for the festive season comes to fruition. CXM Today presents some of the most iconic festive brand campaigns in 2024.
McDonald’s Launched Limited-Edition Holiday Cups
This November, McDonald’s introduced McCafé drinks in special holiday cups designed by Doodles, a creative company renowned for its digital storytelling. The cups feature quirky characters from the Doodles universe. Instead of the traditional Christmas reds and greens, they showcase a fun mix of blues, purples, pinks, and yellows to capture a more whimsical holiday vibe.
Miu Miu Celebrates Sustainably with an Upcycled Holiday Collection
Miu Miu continues to champion sustainability with its Upcycled 2024 collection, which has become a hallmark of the brand. First launched in 2020, the collection breathes new life into vintage finds, sourced from vintage clothing stores and markets worldwide. This year’s selection focuses on four themes: globally sourced leather, vintage kilts from the ‘50s through ‘70s, colourful yarn remnants from Miu Miu’s archives, and intricate archival embroidery on Chantilly lace.
Dior Parfums Takes Over Milan Square
Dior Parfums is lighting up Milan’s Galleria Vittorio Emanuele II with a spectacular 14-meter-high Christmas tree. Unveiled on 4 December, the tree will draw inspiration from the grandeur of Versailles, adorned with over 1,900 decorations, including references to iconic Dior fragrances like Miss Dior, Sauvage, and J’Adore. The tree will also feature golden flowers, and a star, symbolising luck, will sit at the top.
Saks Fifth Avenue Takes its Iconic Window Digital
This season, Saks Fifth Avenue is embracing the digital shift with a dedicated online Holiday Gift Guide Shop. This year marks 100 years since the opening of the Saks Fifth Avenue New York flagship. To celebrate, Saks’ holiday windows will showcase pieces from major luxury designers set against colourful snowflake fragments, dichroic vinyl and silver harlequin flooring.
Temu and SHEIN Eat into Amazon Market Share
Despite Amazon’s dominance in the US market, rivals Temu and SHEIN are becoming serious contenders, especially as the holidays approach. A Salesforce forecast predicts that 21% of holiday purchases will be made on Chinese-owned apps like SHEIN, Temu, and TikTok Shop. With increasing consumer interest in these platforms, retailers are competing fiercely to appear high in search results, bidding for prime keywords that can drive traffic.
Hellmann’s Wants to Celebrate Leftovers
Hellmann’s has introduced a new holiday, ‘Sick of Food Waste Day,’ to highlight the importance of reducing food waste during the Super Bowl, one of the biggest food-wasting events in the US. Thanksgiving is a quick second. With the slogan “Make Taste, Not Waste,” the brand encourages consumers to repurpose leftovers with its mayonnaise, offering recipes to turn post-game meals into delicious new dishes.
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
