From increased sales to high engagement opportunities, there are plenty of reasons to hop on board with an Easter campaign.
Easter is a lucrative time of year for brands. Last year, 73% of the UK celebrated Easter, spending £32.6 million on the celebration. Meanwhile in Australia, online sales were up 6.8% for the 30 days in April 2020 (the month Easter fell in).
While the opportunities for chocolate and confectionery are obvious, Easter spending actually extends way beyond the food and beverage vertical. For marketers, this means that putting your best foot forward on social is important – and a few clever adjustments can place your brand in prime position.
Here’s our guide to getting eggcellent Easter results on social media (and we promise that’s the last pun).
When is Easter?
Easter falls on the 4th April this year. The date changes because Easter is always celebrated on the first Sunday after the Paschal full moon. For those non-Astrologers, the Paschal full moon is the full moon after the spring (for northern hemisphere dwellers) or autumn (for southern hemisphere dwellers) equinox, a.k.a when the season changes.
What are popular content themes?
Eggs and bunnies for Easter might not be groundbreaking, but marketers have certainly been trying to reinvent the classic motifs in their seasonal campaigns.
In 2019, Easter coincided with the final series of Game of Thrones. Deliveroo used this as a marketing opportunity and released three limited edition GOT dragon chocolate eggs, available through their app in a select number of cities in the UK. The campaign helped to draw in new Deliveroo account sign ups from GOT fans.
That same year, Cadbury UK launched a virtual Easter egg hunt. The brand challenged consumers to find white chocolate Creme Eggs hidden in TV ads, social feeds, billboards and websites, and offered the chance to win £10,000. The virtual hunt triggered hundreds of Instagram posts featuring enthusiasts showing off the white Creme Eggs they’d found, driving extra awareness.
You wouldn’t expect Swedish furniture brand, IKEA, to be at the forefront of Easter campaigns – but they’ve managed. Famous for their inexpensive flat-packs, they release ‘Vårkänsla’ every Easter. A 3D chocolate bunny that requires assembling, just like their furniture. The campaign has gained traction on social media for its humour, creativity and for being so on-brand.
How can marketers get ahead?
A captivating Easter campaign can help engage consumers and drive seasonal sales. Here are our three tips for social success this Easter:
#1 Focus on family
Easter is a holiday typically celebrated with family and friends. Since audiences identify with stories that feel relatable, engaging family-focused influencers in your campaigns can help your customers imagine your products in their celebrations.
Influencers are expert storytellers and their ability to spark joy, happiness, excitement and nostalgia can bring your brand to life. This is particularly powerful for brands who don’t feel like their brand naturally aligns with Easter, but have a story to tell.
#2 But read the room
Lockdown restrictions mean celebrations will continue to look different this year. With social distancing measures still in place for many coutries, big family gatherings won’t be happening, some families will still be separated and customers may still be avoiding the shops. Keep these things in mind in your social content.
To help drive online sales, use Instagram Shops to tag your shoppable products. Customers will be able to purchase their Easter needs, without having to leave the app. Or to drive mass brand awareness and engagement, hold a virtual Easter event. Live streams and virtual challenges can get customers involved, no matter where they are in the world.
#3 Stand out in busy newsfeeds
Like any holiday, you can expect social feeds are going to be maxed out with Easter deals, offers and sales. You won’t be the only brand competing for your customers attention – especially if you’re a confectionary brand.
There are two ways to tackle this. Firstly, focus on quality. With increased competition, only the most beautiful and innovative content will cut through. Secondly, make sure the right people are seeing that content by boosting it.
Boosting organic influencer content keeps the story coming from the creator, while precisely targeting and engaging a wider portion of your customer base. Boosting content also gives you the ability to drive people to a secondary landing page, such as a website or ecommerce site.
Best practise in action
Woolworths turned to Vamp to drive awareness and excitement for their Easter range, while positioning the brand as the go-to retailer for all Easter needs. Family-focused creators showed how Woolworths products could keep families busy, while facing the new realities of lockdown. This organically shared content was then boosted by Vamp, which increased the organic engagement rate from 2.7% to 11.1%, achieving a CPE of $0.07. Learn more here.
When RACO wanted to position themselves as the cookware brand for families, they partnered with Vamp creators. Content showcased the creators ‘RACO moments’ during the Easter holiday period. Our influencers captured fun family moments in the kitchen that their audiences could relate to during Easter, while sharing promo codes with each organic post to encourage sales. Vamp then boosted this authentic content to further drive website traffic and sales. This strategy delivered 682 link clicks and a 72% ROAS.