Wow, it’s been a while since my last post. Almost a year in fact. So, I guess this post is apropros. The holiday season is once again upon us and that means we need to take a closer look at what’s happening in PR.
It’s early November and the holiday ads have arrived. The music is swelling, the snow is falling at a suspiciously perfect angle, and someone is discovering that the best gift is time together. This year, brands are adding another ingredient to the familiar festive formula: creators.
Creators are stepping into campaigns as collaborators, characters and recognizable voices. Their presence gives brands more ways to tell a story and gives audiences people to connect with along the way.
Take Kate Spade New York’s holiday campaign. The cast’s personalities help set the mood. It feels like a party where someone says, “We’re having a few people over,” and twelve coats end up on the bed. The campaign drops us into a New York holiday party already in progress. Bretman Rock brings his playful, larger-than-life energy; 4inthe5 bring the warmth of a close-knit group of friends; Sally Carden, known for her vlogs, brings a personal, in-the-moment feel to the party, as if viewers have been invited to follow along, and Micky Gordon adds a comic streak. The bags and accessories fit into the scene as part of getting dressed, greeting friends and enjoying the night. Each creator brings a different sensibility to the gathering, giving the campaign several moments that may feel familiar to their followers.
Gap’s “Give Your Gift” campaign takes a community-minded approach. It begins with three choirs bringing their voices together on “I’ll Be There.” A Cappella Academy, Tonality and Sainted each bring their own sound to the performance, then build something shared. Behind-the-scenes content gives audiences a chance to meet the people behind the music, while Gap’s planned pop-up and in-store experiences carry the spirit of the campaign into the holiday shopping season. The performers help make the idea of connection feel real and specific.
At Nordstrom, creators Boman Martinez-Reid and Micky Gordon join a holiday film set to David Bowie’s “Let’s Dance.” Two young dancers turning a family living room into a stage. One by one, the guests join in, until an ordinary gathering becomes a dance party. Creators Boman Martinez-Reid and Micky Gordon appear among the guests, adding familiar faces to a scene built around music, family and spontaneity. That gives viewers an easy way into the story: the kind of joyful moment that can begin with one person dancing and end with everyone in the room joining in.
Bath & Body Works’ “Season of Wonder” campaign puts Zooey Deschanel in the role of Holiday Wonder Maker. She appears in the campaign and shares her own selection of gifts, tying the products to the holiday rituals she enjoys, from familiar scents to the pleasure of finding just the right present. Her recognizable warmth gives the campaign a personal guide, helping gift ideas feel like recommendations from someone who already knows the season well.
Across these campaigns, creators have a part to play in the story. They sing, host, dance, recommend and bring their own communities into the conversation. That gives brands more material to share across social media, video and in-person events, while giving audiences moments that feel personal and easy to pass along.
For PR teams, the takeaway is to give creators a role that fits their voice and the campaign idea. A thoughtful partnership can turn a seasonal message into a story people enjoy spending time with. The perfect tree can wait. The living-room dance party has already started.
There’s more to come on holiday buying soon. Syracuse University’s Center for the Creator Economy is working on a flash report about holiday buying. Keep an eye out for the findings, which will offer another look at how creators are part of the holiday shopping conversation.
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