• by Carly Bauer , December 6, 2024

Brands just faced a perfect storm: the clamor of election season colliding with a shortened holiday cycle. With media saturated by political ads and consumer attention split between shopping and news, staying top of mind is no longer business as usual—it’s a test of agility, timing and the ability to seize opportunities amid the chaos.

Consumers are busy, but they’re not out of reach. Social media engagement and video consumption continue to surge, with 72% reporting no change in mobile activity during elections and 59% citing elections won’t impact their holiday shopping plans, according to an Attentive study. For brands, success hinges on knowing when and where to pivot quickly to maintain relevance. Here’s how:

Re-Evaluate Strategies and Redirect Efforts

Instead of competing in high-cost, overcrowded spaces, brands should focus on finding channels or tactics they can truly “own.” Appearing in unexpected places helps a brand stand out and makes a bigger impact than competing in saturated environments.

With 81% of consumers shifting to non-TV platforms during election season (2024 Google Elections Survey), brands have a chance to connect with audiences in lighter, more engaging environments like Pinterest, TikTok and LinkedIn—free from political ads.

In addition to re-evaluating channels, consider fresh approaches that extend traditional milestones or major events. For example, nonprofits often pour time, effort and budgets into Giving Tuesday, making it difficult to stand out. In one case, we advised a nonprofit to create an entirely new event, “Day of Care,” on Leap Day. This pivot generated buzz, elevated the brand and secured substantial donated media, offering a cost-effective alternative to the “usual” Giving Tuesday push.

Adjust Content and Messaging in Real Time

Testing becomes essential during a period when advertisers are dealing with clutter. With message and creative testing, we can answer key questions: What resonates most with our target audience? What makes prospects say yes or no to our products or offers?

Message and creative testing don’t have to be complex or time-consuming. Even the smallest tweaks, like adjusting a CTA and email headline logo, can produce drastically different results and improve performance. Along with providing a short-term lift, advertisers can glean actionable insights that inform future planning.

Balance a Full-Funnel Approach to Drive Success

It’s tempting to focus solely on lower-funnel conversion tactics as competition intensifies. However, it’s important to remember that maintaining a strong presence across all stages of the funnel, especially the upper funnel, is critical for sustaining brand awareness and staying top of mind. Prioritizing a full-funnel approach allows advertisers to optimize resource allocation, engage prospects more holistically, amplify ROI and capture insights to refine future strategies. Most importantly, it creates a unified customer experience that lays the foundation for lasting brand equity.

When the stakes are high, agility and strategy win. Brands and advertisers that embrace change, engage thoughtfully and deliver a cohesive experience will stand out, build trust, and position themselves for long-term success.