Every holiday season, brand strategy becomes very highly visible and deliberate. It’s the prime time for trend-driven campaigns. In 2025, some global brands leaned fully into emotional storytelling, others prioritized digital-first sales tactics, and a few quietly dominated without relying on flashy creativity.
This roundup highlights top holiday campaigns from different continents, showcasing how companies in North America, Europe, Asia, Africa, and Oceania approached the season. From high-production storytelling to practical, value-driven activations, these campaigns reveal not just what brands sold, but how they connected with audiences across cultures and channels during the busiest shopping period of the year.
1. Apple 2025 holiday campaign – “A Critter Carol”
Apple’s core business spans consumer electronics like the iPhone, iPad, Mac, Apple Watch, and AirPods, alongside services such as Apple Music and iCloud. For the 2025 holiday season, Apple once again chose storytelling over selling.
Its holiday film, “A Critter Carol,” focused on handcrafted puppets and practical effects rather than AI or heavy visual effects, garnering over 24 million views as of this writing. The story followed woodland animals discovering a lost iPhone and using it to create music together, a subtle way to showcase the iPhone’s camera and creative capabilities without turning the ad into a product demo.
The film was distributed primarily through YouTube and Apple’s social platforms, supported by behind-the-scenes footage showing how the puppets and sets were made. That additional content helped extend the campaign beyond a single ad and reinforced Apple’s emphasis on craftsmanship.
As expected, Apple didn’t rely on direct discounts for this campaign. Instead, the campaign aligned with its annual Black Friday Shopping Event, where customers receive Apple Gift Cards with eligible purchases, a consistent seasonal tactic the brand uses to drive holiday sales without devaluing its products.
The target audience was broad, but especially creative, users and families who respond to emotional narratives and associate Apple with imagination and quality. What made this campaign stand out was how deliberately low-tech it felt in a year dominated by AI-generated visuals. That contrast alone made it memorable.
2. Nike 2025 holiday campaign – “From Anywhere”
During the 2025 Christmas season, Nike leveraged one of the year’s biggest sports days, Christmas Day to spotlight rising WNBA superstar Caitlin Clark with a brand campaign that doubled as product affirmation and cultural moment.
Nike Basketball posted a Christmas-timed commercial titled “From Anywhere” on its official social channels, featuring Clark alongside a cast of well-known voices including NFL personalities Travis and Jason Kelce, rapper Travis Scott, comedian Michael Che, and Clark’s former coach Lisa Bluder. The creative plays on Clark’s signature deep-range shooting and her growing impact on basketball culture, building around the recurring challenge “Can you make it from here?” before she sinks a deep shot and answers, “From anywhere.”
The official social caption from Nike Basketball read:
“Caitlin Clark is proof that you can make it From Anywhere.”
What made this Christmas effort notable wasn’t just the timing, but the reach and engagement it achieved. Within the first day of its release, the video surpassed 1 million views on Nike Basketball’s Instagram page, placing it among the most-watched women’s basketball ads Nike has posted on the platform and reflecting strong organic audience interest tied to both the athlete and the timing.
Strategically, the ad also served as a launching moment for Clark’s expanding Nike presence ahead of her 2026 signature collection and footwear drop. Nike unveiled her personal CC logo earlier in August, a symbol designed to reflect her global appeal and the confidence she brings to the game.
By tying the campaign to Christmas Day a high-visibility slot filled with major sports broadcasting Nike not only amplified the holiday reach of the spot but also connected the brand with a cultural moment beyond standard retail messaging.
3. Aramex 2025 holiday campaign – “12 Days of Christmas”
Aramex is a global logistics and delivery provider serving both domestic and international markets, including e‑commerce fulfillment. Unlike retail brands whose holiday relevance often comes from creative storytelling and emotional narratives, Aramex’s seasonal impact is rooted in reliability and service excellence.
In 2025, Aramex complemented its operational focus with a 12 Days of Christmas campaign that blended practical value with festive engagement. Rather than a traditional product‑led holiday ad, the initiative offered daily tips, shipping reminders, and quick value‑ads tied to the peak season all designed to support both individual customers and business clients during the busiest part of the year.
The campaign sat alongside more traditional logistics communication around service availability, delivery deadlines, and peak‑period performance updates. Content was largely informational and distributed through email, social platforms, website banners, and B2B channels.
For logistics companies, the holiday season is ultimately about trust and performance, and Aramex’s 12 Days of Christmas approach allowed it to deliver that reassurance in a way that felt timely, helpful, and seasonally relevant.
4. Jumia 2025 holiday campaign – “Do Pass Yourself / Celebrate Naija”
Jumia, Africa’s leading e-commerce platform, ran one of the most expansive holiday campaigns of 2025.
The season began with its Black Friday Festival under the slogan “Do Pass Yourself,” followed by a December holiday sale that leaned heavily into local culture. A sub-campaign titled “Celebrate Naija / Naija is Game” reflected Nigerian humour, resilience, and everyday joy.
Jumia used its app, email marketing, SMS, and social media to promote themed deal days, flash sales, and exclusive brand offers. The campaign included a structured 12 Days of Christmas promotion, covering categories from electronics to groceries.
What set Jumia apart was its localisation. Rather than importing generic festive messaging, it built a campaign that felt culturally relevant and recognisable to its core audience.
The strategy targeted mobile-first shoppers looking for value, and it worked by combining deep discounts with storytelling that reflected everyday experiences.
5. Zara 2025 holiday campaign – Seasonal Promotions
Zara operates in fast fashion, offering trend-driven clothing and accessories for men, women, and children. Its 2025 holiday approach was notably quiet and that was the point.
Rather than launching a heavily promoted holiday campaign, Zara continued its pattern of minimal communication and controlled mystery, particularly around Black Friday. Retail analysts noted that Zara released limited information ahead of seasonal promotions, which led to increased speculation and organic conversation online. It however announced a specific product for the holiday season in the video below.
In general, content on Zara’s social channels focused on editorial-style imagery and new collections rather than festive messaging. Influencers and everyday shoppers filled the gap, posting try-ons and haul videos that quickly spread on TikTok and Instagram.
Discounts were present, but not loudly advertised. Zara’s strength during the holidays came from demand, not persuasion. The brand trusted its audience to show up without needing to be reminded.
6. Samsung 2025 holiday campaign – Holiday Livestream Events
Samsung sells smartphones, TVs, appliances, and consumer electronics globally. In 2025, its holiday strategy leaned heavily into livestream commerce.
Rather than static ads, Samsung turned holiday deals into events. The brand hosted live shopping sessions across platforms like YouTube, Instagram, and TikTok, where hosts demonstrated products, answered questions in real time, and released limited-time offers.
This approach blurred the line between entertainment and shopping. Influencers and creators co-hosted sessions, helping drive engagement and trust, while timed discounts encouraged immediate purchases.
Samsung’s strategy appealed to tech-savvy consumers who enjoy interactive experiences, and it reflected a broader shift toward real-time digital retail.
7. Uniqlo
Uniqlo focuses on everyday apparel, with HEATTECH and winter essentials anchoring its 2025 holiday activity across Asia. Instead of launching a high-production Christmas campaign, the brand leaned into seasonal relevance through practical, product-led storytelling.
Across its official social channels, Uniqlo shared holiday gift guides, winter styling ideas, and festive posts designed for year-end shopping. Content highlighted HEATTECH layers, knitwear, and cold-weather basics, often positioned as thoughtful, useful gifts rather than novelty items.
Promotions around seasonal pricing supported this push, reinforcing value during the peak holiday period. Visuals stayed clean and lifestyle-focused, with subtle Christmas cues like winter backdrops and festive captions.
Overall, Uniqlo’s 2025 holiday approach reflected consistency rather than spectacle, using the season to reinforce everyday usefulness and long-term brand trust.
8. Woolworths 2025 holiday campaign – “Everyday Rewards Christmas Unwrapped”
@everydayrewards Christmas is Unwrapped with 12 days of festive offers! Check your Everyday Rewards app for a new offer every day. T&Cs apply. Offer ends 14 Dec. #everydayrewards #makeeverydaycount #woolies #christmas #bigw
Woolworths operates as a major supermarket chain across Australia and New Zealand. While it didn’t roll out a standalone, high-concept Christmas ad in 2025, its holiday presence was clearly felt across its official social and digital channels.
One of the most visible activations was Everyday Rewards’ “Christmas Unwrapped”, a December campaign promoted online that offered members 12 days festive deals and bonus points revealed in-app.
Side Note: Everyday Rewards is Woolworths’ flagship loyalty program, helping drive customer retention and digital engagement across the holiday season.
Alongside this, Woolworths’ social content leaned heavily into Christmas food inspiration showcasing festive menus, desserts, and value-focused meal planning to help households prepare for the season.
For grocery retailers, the holiday period is less about cinematic storytelling and more about practical value, and Woolworths’ 2025 approach reflected that: meeting customers where they are, with timely offers and content designed to make Christmas shopping easier.
9. Magazine Luiza S.A 2025 holiday campaign –“The Magic of Brazilian Christmas.”
Magazine Luiza, commonly known as Magalu, is a leading Brazilian retailer specializing in electronics, home appliances, and marketplace services. In 2025, its holiday presence was anchored by the “A Magia do Natal Brasileiro” campaign, which translates to “The Magic of Brazilian Christmas.”
Magalu’s social media, particularly Instagram, featured emotional season’s greetings, thank‑you messages, and campaign visuals celebrating togetherness, alongside promotional posts highlighting seasonal deals and “imperdível” offers available through its app and online marketplace.
These posts blended storytelling with value messaging, helping to engage audiences emotionally while driving awareness of holiday promotions. Magalu’s omnichannel strength (combining engaging digital content with its physical retail footprint and strong app ecosystem) positions it effectively during peak shopping periods, turning festive social engagement into both brand affinity and seasonal sales momentum.
10. Careem 2025 holiday campaign – Seasonal Convenience Offers
Careem operates across ride-hailing, food delivery, and digital payments. During the 2025 holiday period, its marketing focused on seasonal convenience and cost savings.
Campaign activity revolved around in-app notifications, social posts, and limited-time discount codes for rides and deliveries. The messaging was practical helping users move around more easily or save money during busy holiday periods.
Rather than large-scale creative, Careem’s holiday strategy was built around usage. The brand showed up where it mattered most: inside the app, at moments when people were already making decisions.
What These Campaigns Tell Us About Holiday Marketing in 2025
The 2025 holiday season proved that effective campaigns aren’t about doing more, they’re about doing what makes sense. Brands that lead with clarity and audience insight consistently outperform those chasing trends or volume.
If you’re ready to elevate your marketing, start with DMi to craft a strategy that works, and partner with us to turn insights into measurable results every holiday season.
