“New year, new me” is everyone’s motto as we leave behind 2020 and jump into 2021. A new year is always full of promise and resolutions to become the best versions of ourselves. Although the shopping glut of December isn’t that far in the rear-view mirror, consumers frequently spend January searching for goods and services to back up their New Year’s resolutions, amazing post-holiday deals, and treats to get them through the long, cold winter months. Here’s how brands can use January’s energy moments to connect with consumers.
People’s most popular New Year’s resolutions include exercising more, losing weight, getting organized, saving money, learning a new skill/hobby, and spending more time with loved ones. There are plenty of ways brands can help support their customers in these goals.
Brand example: Nike
Athletic apparel brand Nike launched the “Find Your Greatness” campaign to inspire people to start their fitness journey. The ad featured a heavyset young man running down a road while a voiceover emphasized that greatness isn’t an inherited trait; it’s learned. On the YouTube page for the ad, several viewers wrote that the ad moved them to tears and others noted that it was inspiring and influential.
Brand Example: Duolingo
Learning a new language is an excellent skill for people to add to their new year resolution list. Gamified language learning app, Duolingo, sent an email on New Year’s Day to promote their services to those looking to better themselves in the new year. Most New Year’s resolutions are abandoned by Valentine’s day, but Duolingo stresses the ease of their app as something users can do from their couch, reminds readers that learning a lasting skill is more useful than losing that extra 5 pounds.
Three Kings Day, celebrated mainly by Latin cultures, honors the three wise men’s visit to baby Jesus and his baptism. The holiday includes rituals such as presents for children and cake – giving brands another opportunity to start the year off on a high note by marketing gifts to parents. Considering the international bent of this holiday, offering free shipping to consumers sending gifts to loved ones overseas is a perk that could resonate with consumers.
Brand example: Sky Postal
Sky Postal is an international shipping service. The brand has an entire landing page devoted to explaining the importance of Three Kings Day and touts their reliable shipping service to Latin America at the bottom of the page.
The Martin Luther King Jr. holiday on Jan. 18, 2021, marks the 26th anniversary of the day that celebrates the Civil Rights leader’s life and legacy. Observed each year on the third Monday in January as “a day on, not a day off,” MLK Day is the only federal holiday designated as a national day of service to encourage all Americans to volunteer to improve their communities. It’s also a clothing-sale weekend in the retail world, as brands try to move winter inventory in anticipation of new spring styles, but there are plenty of deals to be found on home goods, tech, and more. Youth apparel brands like Aerie and American Eagle Outfitters offer coupon codes to prompt consumers to spend. Department stores like Macy’s, Nordstrom, and Kohls also offer deals, as do sporting goods stores like Dicks’ and Bass Pro Shop.
More than just a sale day, brands can use this day to really connect with their consumers. In the wake of the Black Lives Matter movement, MLK day in 2021 offers brands a moment to make a meaningful connection with consumers and show their core company values.
Brand example: Crayola
Crayola took to social media to promote an inspiring MLK day message. It’s easy for brands to get social messaging wrong – but Crayola did everything right. The image is relevant to their product and the message is inclusive without being pandering or offensive.
Brand example: (Red)
Charities and nonprofits should also consider investing in MLK Day messaging. Since MLK day is focused on civil service and giving back to the community, it’s a perfect time for nonprofits to reach out to their audience. (RED) is a nonprofit organization that partners with high-profile brands to create products and experiences that help fund the fight to end AIDS. On MLK Day, they tweeted a quote and an image that was a natural fit for their social media tone. The tweet works because it’s genuine; it reflects their core values, and is not self-promoting.
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.