3 Disruptive Marketing Formats For The Holidays

Brands are in the midst of planning for the end of the year and beyond, so here are three disruptive (and timely) campaign formats to consider to end 2021 with a bang.

Livestream shopping. COVID-19 caused a major shift in how consumers shop. After seeing a 44% growth in ecommerce sales in 2020 (according to Digital Commerce 360) and the acceleration of live streaming options, brands are embracing these changes as a way to replicate the in-store experience from anywhere.

Livestream shopping offers consumers a new (and convenient) way to interact with brands, fostering a sense of connectionimpossible with traditional online retail. While live shopping has conventionally been led by the brands themselves or specialized retailers like QVC, now influencers are entering the space and bringing their audience, authenticity and influence.

Here are a few examples of companies that have successfully jumped into the live shopping world:

  • Baby monitor brand Owlet saw more than a 10% increase in sales during the week of its Amazon Live event.
  • Skin care brand Tatcha launched its Silk Powder during a two-day livestream extravaganza on Newness.
  • For holiday 2020, Walmart and TikTok partnered on the first pilot test of a new shoppable experience. Ten TikTok creators showed off their favorite Walmart fashion finds.



Gaming/Streaming. There’s been an upsurge in the gaming community, likely as a result of people seeking new forms of entertainment and social connection. We’ve even seen an 18% increase in tweets about gaming year over year, as it becomes a bigger part of the cultural conversation.

Twitch is a community-driven platform that focuses mainly on video game live streaming, and it presents a window of opportunity for marketers.

Here are few ways brands have joined the gaming community:

  • Adidas partnered with Ninja to create esports apparel
  • Wendy’s launched its own Twitch channel where users play games like Fortnite and Fall Guys
  • Cashapp built out a 100 Thieves gaming compound in Los Angeles.

Twitch streamers typically have a deeper connection to their audience compared to influencers on other platforms. Their audience tunes in daily, usually for hours at a time. Streamers (like NickMercs) often spend up to 16 hours a day streaming and interacting with fans.

NFTs. NFTs (Non-fungible Tokens) have created a whirlwind of conversation, and brands and celebrities are hopping on the trend.

There are a few main drivers for the consumer when it comes to NFTs:

  • New experiences: Users are constantly looking for new experiences online. NFTs take today’s digital appeal and fuse them with real life products.
  • Exclusivity: NFTs provide a new marketplace where digital goods can be collected and fandoms can form.
  • Unlockables: Some NFTs grant special products or privileges (like event admission) to their owner.

Brand-specific NFTs allow brands to join the conversation and open up the chance to be disruptive. By providing exclusive collectibles, brands can engage their passionate and loyal fanbase, get in front of a whole new audience, and generate PR buzz. We’ve seen many brands use it as a chance to give back, whether through direct donations or by promoting up-and-coming artists. We’ve also seen brands use NFTs as a way to capitalize on their IP, like the NBA is doing with Top Shot.

These campaign formats can generate a lot of buzz. But remember that true disruption only comes when you take risks and get uncomfortable.

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