Make every season count: A strategic guide to seasonal marketing

There’s a reason why certain times of year feel more alive. The lead-up to a holiday, the start of summer, even the quiet lull of January, each brings its own energy. Seasonal marketing gives you a way to tap into those moments and turn them into meaningful campaigns. 

In this guide, we’ll show you how to build effective seasonal marketing campaigns that engage your audience and drive results.

What is seasonal marketing? 

Whether it’s a winter holiday sale, a Ramadan campaign, or a summer product launch, seasonal marketing works because it taps into existing demand and sentiment. These are times when people are already more engaged, more emotional, and more likely to buy. 

So which seasonal moments should you plan for? Let’s explore the key holidays and events that can inspire your next campaign. 

Key holidays and events to build seasonal campaigns around 

Don’t focus only on the “big” global holidays. The most impactful seasonal marketing campaigns tap into moments, big or small, global or local, that align with your audience’s values, habits, and expectations. 

Here’s a quick reference table to guide your seasonal campaign planning: 

Not every holiday will be relevant to your audience, but the right ones can unlock campaigns that feel timely, thoughtful, and incredibly effective. 

Real-world examples of seasonal marketing campaigns 

Now that you’ve seen which seasonal moments to target, let’s look at how real brands have created memorable campaigns by tapping into emotion, culture, and context, not just timing. 

Puma India’s Black Friday campaign 

To grab attention during Black Friday, Puma India launched a bold campaign that blurred reality and fiction. They staged fake pop-up stores, altered their website, and even used lookalikes of famous brand ambassadors like Virat Kohli and Yuvraj Singh. 

The twist? These “spoofs” were meant to highlight that while everything else could be faked, Puma’s Black Friday deals were the real thing. 

John Lewis’s Christmas campaign 

UK retailer John Lewis is known for its emotionally charged Christmas ads. In 2019, they introduced Edgar, a dragon who couldn’t control his fire and accidentally ruined holiday traditions, until a friend found the perfect gift: a traditional Christmas pudding that he lights up for the rest of the village. The campaign extended beyond the ad, featuring Snapchat filters, branded toys, pajamas, and more. 

Snickers + Lemonade’s Halloween campaign 

Snickers teamed with insurance firm Lemonade to protect homeowners from any unwanted Halloween trickery. According to Lemonade, burglaries and vandalism are, on average, the highest around Halloween. 

To provide peace of mind, they partnered with Snickers to “protect homeowners from tricks with the best treat, full-size Snickers,” and invest in Lemonade insurance. 

Cadbury 5 Stars’ Valentine’s Day Alibi campaign 

To help single people escape Valentine’s Day pressure, Cadbury 5 Star created a fictional island named My Cousin’s Wedding. Making it the perfect alibi for singles to avoid the dreadful question, “What are your plans this Valentine’s?” 

When buying the special Valentine’s Day Cadbury 5 Star pack, consumers could scan the QR code and mine coins to stand a chance to bid to stay on the island or win other gifts. 

There was even a VR experience and a fake embassy set up for full immersion. 

Carlsberg’s Easter campaign 

The (chocolate) egg is a symbol of Easter. Carlsberg built an actual bar made entirely out of chocolate, complete with chocolate glasses and taps pouring real beer. The pop-up drew huge crowds and media attention.

Why do you need a seasonal marketing campaign?

Whether you’re a global brand or a growing business, aligning your campaigns with seasonal moments can unlock new opportunities for awareness, engagement, and sales. Here’s why seasonal marketing works:

1. It captures seasonal excitement 

Every season comes with its own emotional energy. Whether it’s back-to-school shopping or the cozy sentiment of the holidays, your audience is already emotionally invested. 

Seasonal campaigns let you align with that energy, so your message feels timely, not intrusive. When you show up in the right context, your brand becomes part of the moment. 

2. It increases brand visibility 

Unique, out-of-the-box and visually appealing campaigns tend to stand out more and attract attention, especially when they use bold visuals, clever storytelling, or culturally relevant humor. 

Think of how John Lewis’ Christmas ads or Cadbury’s Valentine’s campaign lingered in people’s minds, not just because of the product, but because of the story they told. 

3. It drives purchases when people are ready to spend 

In the holiday season, we all want to recognize our family and friends and give them a special gift, but at the same time, save money. A well-timed campaign with the right offer can tip customers from consideration to conversion. Bonus points if you personalize it to what they actually want. 

4. It strengthens emotional connection 

Seasonal campaigns tap into the emotions that come with tradition, nostalgia, celebration, or even stress. From celebrating shared traditions to acknowledging overlooked moments, these campaigns create emotional resonance. Over time, that kind of connection drives not just sales, but loyalty. 

How to create a seasonal marketing campaign? 

Now that you have seen some of the most popular seasonal marketing campaigns and why it matters, let’s discuss how you can create one. 

Understand your audience 

Seasonal marketing only works when it resonates. That starts with knowing who your customers are, what they celebrate, and how they behave during specific times of the year. 

• Do they shop early or last-minute? 
• Are they more active on mobile, email, or social? 
• Which holidays or cultural moments matter most to them? 

Research your top competitors 

Look at what brands in your space, and outside of it, are doing. Are they running flash sales? Launching limited editions? Partnering with influencers? Analyzing what works (and what feels overdone) can spark new ideas and help you spot untapped opportunities. 

Plan ahead and build momentum 

Start early. The earlier you plan, the more runway you’ll have to create impact. Give yourself at least 1–3 months to prepare (longer for major holiday campaigns). 

Map out: 

• Key dates and lead-up times 
• Channels (SMS, Email, WhatsApp, ads, etc.) 
• Campaign messaging and creative concept 
• Offer or call-to-action 

Then build a content calendar to map your rollout. Include teaser content, countdowns, day-of promotions, and follow-ups. 

Personalize the message 

Not every customer celebrates the same holiday or experiences the same season. A single message won’t cut it. 

Segment your audience and tailor messaging based on: 

• Geography or language 
• Past engagement or purchase behavior 
• Preferred channel or device 

Create urgency (without pressure) 

Seasonal campaigns thrive on timeliness, but it’s not just about discounts.

Use: 

• Countdown timers 
• “Only X left” inventory messages 
• Early access or loyalty perks 
• “Ends tonight” reminders across SMS, RCS, Email, and social 

Track, test, and learn 

Measure everything. Clicks, conversions, revenue, channel performance, opt-outs. Then use it to improve your next campaign. A/B test subject lines, offers, timing, and creatives. Even small tweaks can dramatically boost performance. 

Tactics and channels to maximize reach 

A well-timed seasonal campaign is only as strong as its distribution. To maximize engagement, you need to reach your audience on the channels they actually use and tailor your message for each one. 

Here’s how to get the most out of every touchpoint: 

Use SMS for speed and urgency 

Text messages cut through the noise. With open rates of over 90%, SMS is ideal for limited-time offers, countdowns, and last-minute reminders during seasonal peaks. 

Best for: 

• Flash sales (Black Friday, Singles’ Day) 
• Back-in-stock or low-inventory alerts 
• Holiday shipping cutoffs 
• Personalized discount codes 

Use Email for storytelling and segmentation 

Email is still one of the most effective channels for seasonal marketing, especially when you segment your audience and build narrative-driven campaigns. 

Best for: 

• Holiday gift guides 
• Pre-sale early access 
• Loyalty exclusives 
• Long-form product education 

Use digital messaging apps for conversational engagement 

In many markets, messaging apps are the preferred way to communicate. Channels like Viber and WhatsApp allow brands to deliver rich, conversational experiences, perfect for high-value interactions during seasonal moments. 

Best for: 

• Personalized recommendations 
• Holiday promotions with rich media (GIFs, product carousels) 
• Order tracking, delivery updates, or support 
• Loyalty program engagement or exclusive offers 

Use push notifications for immediacy 

Push notifications, especially app-based, are powerful for short, actionable updates tied to seasonal urgency. 

Best for: 

• Daily deals 
• Countdown reminders 
• Event-based updates (e.g. “Sale ends in 2 hours”) 

Combine channels for full-funnel impact 

The most effective seasonal campaigns coordinate multiple touchpoints. Use a mix of channels to guide your audience through the entire journey, from awareness to conversion to retention. 

Example flow: 

• Email teaser campaign announcing early access 
• SMS day-of reminder with a direct link 
• Digital messaging follow-up (e.g. WhatsApp, Viber) follow-up with support or product recommendations 
• Push notification for final countdown 

Checklist to get started with your seasonal campaign 

Before you launch, use this checklist to make sure your seasonal campaign is strategically planned, personalized, and ready to perform. 

Strategy and planning 

• Identify key holidays or events that align with your audience 
• Define your campaign goals (awareness, sales, engagement, etc.)
• Research competitor campaigns and current trends 
•  Choose your core message and seasonal theme 
• Set campaign start and end dates 

Audience targeting and personalization 

• Segment your audience based on location, behavior, or preferences 
• Tailor offers and messaging to each segment 
• Localize for different markets or languages as needed
• Ensure cultural relevance and sensitivity 

Channel selection and content 

• Choose channels based on audience preferences (SMS, Email, WhatsApp, Viber, RCS, push, and others) 
• Create and schedule campaign content for each channel 
• Align creative assets with the seasonal theme (copy, images, landing pages) 
• Add urgency with countdowns, limited-time offers, or early access 

Execution and optimization 

• Test messages, links, and visuals before launch 
• Monitor campaign performance in real time 
• Optimize based on click-through, open rates, or conversions
• Collect insights for post-campaign reporting and future planning  

Make every season count 

The calendar is full of moments that matter to your audience. From major holidays to overlooked opportunities, seasonal campaigns give you a chance to be more relevant, more timely, and more memorable.  

When you combine great timing with the right message and the right channel, you don’t just win attention; you build trust, spark action, and drive real results. 

Delivering that kind of experience across multiple touchpoints requires smart orchestration and seamless execution.

That’s where Infobip’s Customer Experience Optimization Platform (CXOP) comes in to help.

CXOP helps you simplify, scale, and personalize your seasonal campaigns, all from one place. Whether you’re launching a time-sensitive holiday offer or managing a full-funnel customer journey, it gives you the tools to move faster, connect smarter, and optimize as you go.

So, start early. Stay flexible. And keep learning from every campaign. Because when you make every season count, every campaign becomes a chance to grow.