Top 5 Christmas campaigns: How the biggest brands are celebrating

The holiday season is officially here, and with it comes the most anticipated marketing moment of the year. From Mariah Carey’s annual “It’s Time” declaration to Coca-Cola’s iconic red trucks, Christmas campaigns have become cultural moments that define the season. For brands looking to break through the noise on social media, understanding what the biggest names are doing – and how to adapt those strategies – is key.

1. Mariah Carey – the queen of Christmas consistency

Mariah Carey has basically become Christmas at this point, and it’s no accident. Her annual November 1st “It’s Time” video has turned into a viral tradition. It signals the unofficial start of the holiday season across every social platform. This year’s partnership with Sephora pulled in over 100 million views on TikTok alone. It proves how owning a seasonal moment builds massive engagement. Sure, the campaign caught some flak for its tone during tough economic times. But the sheer number of views shows that even controversy can drive serious reach.

2. Coca-Cola – embracing AI and nostalgia

Coca-Cola brought back its beloved “Holidays Are Coming” commercial for 2024. But this time they went full AI – using three different AI studios to recreate the magic. They’re continuing to refine the approach for 2025 with better technical quality. The broader “Refresh Your Holidays” campaign runs everywhere from TV to social. It shows how even legacy brands can experiment with new tech while keeping their classic vibe. The AI approach definitely sparked some heated debates about authenticity. But you’ve got to admire Coca-Cola’s confidence in pushing boundaries.

3. Amazon – proving that proven ideas deserve longer life

Here’s a refreshing move. Amazon made the smartest holiday decision by doing absolutely nothing new. They re-aired their 2023 “Joy Ride” campaign as their main emotional spot for 2025. The ad features three lifelong friends ordering seat cushions and sledding down snowy hills like kids again. All set to The Beatles’ “In My Life.” According to research firm System1, “Joy Ride” tested as Amazon’s most effective ad ever. Instead of chasing something shiny and new, they showed that when you’ve got a winner, you let it breathe and build tradition.

4. Deutsche Telekom – breaking down barriers

Deutsche Telekom went deep with their campaign “There’s no message heavier than the one we don’t send.” The film literally shows a young woman lugging around a heavy sack. It represents the weight of an unsent message to her mom. When she finally hits send, the burden lifts. Rolling out across nine European markets, the campaign focuses on emotional barriers. Not 5G or network speeds – and that’s exactly why it works.

5. Aldi – character-driven storytelling wins again

Aldi keeps winning with Kevin the Carrot, and honestly, it’s not even close. For the second year straight, Aldi topped the charts for most-remembered Christmas ads. Kevin’s festive adventures hit especially hard with families. The campaign is both shareable and genuinely fun to watch. It’s proof that a simple, lovable mascot can create the kind of emotional connection that drives real engagement and sales.

What your brand can do on social to compete

You don’t need a multi-million dollar budget to create holiday magic on social media. Here’s how to actually get on the radar:

• Start early and build anticipation – 23% of people start holiday shopping in August or earlier. Get your holiday content out there well before December. Be part of the conversation when it really heats up.
• Create shareable, participatory content – User-generated content absolutely crushes during the holidays. Launch a hashtag challenge, run a giveaway, or do an advent calendar-style campaign. Give people a reason to come back every day.
• Leverage emotional storytelling over product features – The campaigns people actually remember are about feelings, not specs. Tap into nostalgia, connection, joy, or even the tougher emotions. That’s what gets shared.
• Develop a distinctive brand character or tradition – Kevin the Carrot and Mariah’s “It’s Time” moment show that consistency builds recognition. Create something people can look forward to year after year.
• Meet your audience on their preferred platforms – TikTok sees a 25% spike in video views during the post-holiday period. Instagram is still essential for visual holiday content. Tailor your approach to each platform instead of just copy-pasting everywhere.
• Don’t forget Q5 – Tons of brands cut their ad spend after Christmas. That means lower competition and cheaper costs between Christmas and New Year’s. Keep going to catch year-end shoppers and people with fresh gift cards.
• Make it an event, not just an ad – John Lewis turned their ad reveal into a whole thing. Build anticipation with teasers, countdowns, and behind-the-scenes content. Make people feel like they’re part of something bigger.
• Experiment with technology, but stay authentic – Whether you’re trying AI like Coca-Cola or keeping it real like Amazon, make sure it actually fits your brand. It needs to connect with what your audience cares about.

The biggest takeaway for your brand going live this holiday season? Authenticity beats budget every time.

Whether you’re leaning into tradition, experimenting with new tech, or building character-driven stories, the campaigns that break through feel genuine. They connect with real human experiences. Your social media strategy should do the same. Find your angle on the season and own it completely.