Easter – Embrace the Season of Engagement

As Easter approaches, it's a time to unwind with loved ones and unleash your creativity through DIY projects. For brands, it presents a golden opportunity to connect with consumers, expand their reach, and ignite excitement for the arrival of Spring.

A recent report from finder.com projects that Brits are set to spend a staggering £2.1 billion on Easter-related items, including chocolate, gifts, decorations, and entertainment. With such a substantial amount at stake, it's imperative for brands to hit the mark. The ones that consistently succeed in this endeavour share three key elements in their Easter campaigns: captivating engagement, unique content, and genuine interaction.

Engagement levels tend to soar when creative campaigns are linked to events or national holidays. Easter, much like Christmas and other religious holidays, fosters a sense of unity and togetherness, making creative content that captures this spirit exceptionally appealing.

Furthermore, the Easter bank holidays provide ample time for leisure activities. While some may spend their time hunting for Easter eggs, many others take to social media or engage with outdoor advertisements. It's a prime opportunity for brands to connect with consumers who are eager for interaction.

B&Q's recent campaign is a prime example, empowering individuals to overcome DIY challenges and dive into home improvement projects. By addressing common doubts such as "You can't" or "You don't have the eye," the campaign resonates with novice DIYers.

Creating special content is key, as demonstrated by Asda's imaginative Easter campaign set in a surreal farm where chickens lay chocolate eggs. Anchored by the tagline 'Come for eggs, stay for Hot Cross Buns as tasty as M&S,' this fantastical approach stands out in the competitive advertising landscape.

Authentic interaction is crucial for fostering long-term brand loyalty. Cadbury's Easter campaign, which encourages consumers to hide virtual Easter eggs worldwide, seamlessly aligns with their overarching message of generosity and unity.

With Easter spending predicted to surpass £2 billion, brands should seize every opportunity to capitalize on this period, whether it's through heartfelt Easter wishes or simply acknowledging the holiday weekend.