'Tis the season to be... compliant? Wait, that's not how the song goes! But if you're in a regulated industry, you know that the festive season brings its own set of challenges. So, how do you spread holiday cheer without getting tangled up in red tape? We believe that rules shouldn't dampen your festive spirit—or your creativity. So grab a mince pie and a cuppa and let's get into how you can create dazzling festive campaigns that light up your brand while keeping everything above board.
Know your regulators (They're not all Grinches)
These organisations aren't out to spoil your fun—they're here to protect consumers (and, let's be honest, your brand's reputation).
The naughty list: Consequences of non-compliance
Ignoring the rules can land you on the naughty list faster than you can say "Santa":
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Hefty fines: Ouch! That could've been your holiday bonus.
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Bad press: No one wants to be the headline for the wrong reasons.
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Campaign shutdowns: Say goodbye to all that hard work.
But fear not! With a bit of savvy, you can navigate these regulations and still create campaigns that sparkle.
Creative compliance: Tips and tricks
1. Bring compliance into the festivities early
Think of your compliance team as the wise elves of your workshop. Involve them from the get-go to:
Set clear guidelines: Know what's a go and what's a no-go.
Brainstorm together: Two heads are better than one—especially when one knows the rulebook inside out.
Avoid last-minute surprises: No one likes a campaign pulled at the eleventh hour.
2. Embrace the challenge: Creativity within constraints
Restrictions can actually boost creativity.
Universal themes: Focus on joy, giving and community—the good stuff that doesn't need disclaimers.
Storytelling magic: Tell tales that tug at heartstrings without tripping over legal lines.
Visual magic: Use imagery that says "festive" without saying "fine me."
3. Get everyone involved: User-generated content
Let your audience join the party!
Festive contests: Encourage sharing holiday snaps or stories (just moderate them).
Hashtag holidays: Create a campaign hashtag to boost engagement and spread cheer.
4. Personal touches go a long way
Make your audience feel special.
Personalised messages: A little "Happy Holidays, [Name]!" can brighten someone's day.
Exclusive offers: Give them something to smile about (within promotional guidelines, of course).
Brands that sleighed it
Lloyds Bank's festive financial well-being campaign
What they did
In December 2020, Lloyds Bank launched a festive campaign focused on financial well-being during the holiday season. Instead of promoting their financial products, they provided customers with practical advice on managing finances amid the festive rush. The campaign included:
Online articles and guides: Tips on budgeting for Christmas, avoiding unnecessary debt and planning for the new year.
Social media content: Engaging posts on platforms like Twitter and Facebook offering daily financial tips.
Virtual events: Webinars featuring financial experts discussing money management during the holidays.
Why it worked
Value addition: Customers appreciated the helpful advice during a typically expensive time of year.
Trust building: By prioritising customer well-being over sales, Lloyds strengthened its relationship with its audience.
Compliance: The content adhered to FCA guidelines by avoiding unauthorised financial promotions and providing general information.
GSK's "Healthy Holidays" initiative
What they did
In the festive season of 2019, GlaxoSmithKline (GSK), one of the UK's leading pharmaceutical companies, ran a "Healthy Holidays" campaign. The initiative focused on promoting general health and wellness tips during the festive period without advertising specific products. Campaign elements included:
Health and wellness blog posts: Articles on topics like staying active during winter, healthy eating, and mental well-being.
Social media engagement: Daily health tips shared on platforms like LinkedIn and Twitter.
Community outreach: Collaborations with local organisations to promote public health messages.
Why it worked
Educational content: Provided valuable, actionable advice that benefited the public.
Compliance: Avoided promoting specific medicines, thus adhering to MHRA guidelines.
Positive brand image: Positioned GSK as a company that cares about overall public health.
Aviva's "Safe Driving This Christmas" campaign
What they did:
In December 2018, Aviva, a leading insurance company in the UK, launched a campaign promoting safe driving during the festive season. The campaign featured:
Safety tips: Sharing advice on avoiding common road hazards during winter.
Interactive content: Quizzes and infographics about road safety.
Videos: Short clips highlighting the importance of not drinking and driving.
Why it worked:
Public service: Offered valuable information that could help prevent accidents.
Compliance: Focused on general advice without promoting insurance products, aligning with FCA regulations.
Brand trust: Reinforced Aviva's commitment to customer safety and well-being.
Avoiding festive faux pas
Don't be a Grinch with misleading claims
Keep it real: Promise only what you can deliver.
Be clear: No one likes fine print that's ambiguous.
Steer clear of cultural blunders
Inclusivity rules: Not everyone celebrates the same holidays—be respectful and mindful.
Avoid stereotypes: Let's leave clichés in the past, shall we?
Respect the gift of privacy
Data consent: GDPR isn't seasonal—make sure you're compliant all year round.
Transparency: Let people know how you're using their info
Need a helping hand?
We are all about creativity with compliance. Here's how we do it:
Collaborative brainstorms: We get our creatives and compliance folks in the same room (virtual or otherwise) to spark ideas.
Client-centric focus: Your brand's personality is our muse—we tailor campaigns that are uniquely you.
Fun with purpose: We believe in campaigns that not only catch the eye but also build genuine connections.
Feeling a bit overwhelmed? Don't worry—that's why we're here!
Expert guidance: We've navigated these snowy paths before and can guide you through.
Creativity: Our team loves a good festive challenge.
Compliance confidence: We'll help you sleep easy knowing everything's above board.
Rules don't have to be a lump of coal in your stocking. With a sprinkle of creativity and a dash of savvy, you can have festive campaigns that light up your brand and keep regulators smiling. Get in touch to find out more today.
