Future of Marketing Briefing: Creators had a big year. Christmas still went to the celebrities
Despite leaning on creators for most of the year, marketers aren’t doing it for the holiday crunch. That job still belongs to celebrities.
This year's festive marketing ads show a trend where celebrities dominate while creators take a back seat, despite the latter playing a significant role throughout the year. Brands such as John Lewis, SharkNinja, Ulta Beauty, and Burberry have turned to established celebrities like Seth Rogen, Colin Jost, and Mariah Carey to front their holiday campaigns.
The use of celebrities is seen as a safety blanket for brands, providing a familiar and widely recognized face in an increasingly scrutinized advertising landscape. Despite the popularity of these celebrity-led ads, there is a growing interest in blending the roles of creators and celebrities in holiday marketing. Creators like Pooja Tripathi, who gained fame through social media, are stepping up to create content for brands, pushing the boundaries of traditional holiday ads.
As the creators continue to grow their influence, it is likely that the line between celebrities and creators will continue to blur, leading to more diverse and innovative holiday marketing campaigns.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
