Let’s talk about the 2024 holiday season: crispy air, piling up shopping lists, and… Target? Well, they decided to take it in a direction no one expected. Those happy holiday ads with cheerful jingles, falling snowflakes, and families with their matching pyjamas cozied up around mugs of cocoa? Yeah, this wasn’t that.
This year, Target flipped the script.
Now, Kris wasn’t your run-of-the-mill Santa Claus. Forget the rosy cheeks and round belly. This guy drove a red Ford Bronco with the license plate “Sleigh”, rocked a snug red zip-up showing off his “guns”, and had silver hair so sharp it could cut wrapping paper.
And here’s the thing: people loved him. Shoppers described him as “weirdly hot,” but Kris wasn’t just eye candy. He was here to help.
Whether picking the perfect turkey for Thanksgiving or spotlighting Black Friday deals, Kris made holiday shopping feel a little easier—and a whole lot more fun.
So, what made Target’s bold holiday campaign such a hit? And what can the rest of us—brands, entrepreneurs, and dreamers—learn from it? Let’s break it down.
Why Target’s holiday bet worked like magic
When Target launched two-holiday campaigns, they were doing something they’d never done before.
The first campaign, “Happier Holidays from Target,” gave us the feel-good, magical vibe we’re used to seeing during the holidays—complete with reindeer, polar bears, and cozy scenes of shoppers discovering Target’s endless aisles of goodies.
The second campaign? Well, that was where Kris came in. “Kris from Target” wasn’t about magic—it was more about practicality, charm, and a little humor. This campaign leaned into chaotic energy for the season and offered a relatable solution to holiday stress.
And it worked. Why? Target understood what we all feel at this time of year: holiday shopping can be overwhelming. Kris wasn’t just a fictional store associate; he was a reminder that Target gets it. They know we’re juggling a million things, and they’re here to help—whether that means highlighting the best deals or making us laugh with a Santa who probably moonlights as a fitness influencer.
What we can learn from Target’s masterclass
Target’s 2024 holiday campaigns weren’t just clever—they were brilliant examples of connecting with an audience in meaningful ways. Here are a few takeaways we can all apply, whether you’re building a business, running a brand, or just trying to stand out in a crowded space.
Speak to real pain points
Let’s be real: holiday shopping can feel like a full-time job. Target knew this, and they didn’t run from it. Instead, they leaned right into the chaos with a solution and a side of humor.
Takeaway: Understand your audience’s pain points and meet them where they are. Whether it is stress, confusion, or boredom, show them you get it and that you have a solution.
Dare to be different
Let’s face it, a muscle-bound Santa with a sharp haircut and a Bronco isn’t your typical holiday mascot. And that’s just precisely why it worked. In a sea of predictable holiday campaigns, Kris stood out and made people pay attention.
Takeaway: Don’t be afraid to take risks. It may be a big creative idea or merely an unusual approach, but the things that are different are often those that get remembered.
Mix emotion with action
Kris wasn’t there just to make us smile—though he did that, too. His ads were tied in with clear, actionable promotions: Black Friday deals and Target’s early sales for the holiday. It’s a combination of charm and practicality that turned viewers into shoppers.
Takeaway: It’s not enough to make people feel something—you need to give them an easy next step. Whether clicking a link, making a purchase, or signing up for your service, guide your audience toward action.
Meet people where they are
Target didn’t just stick Kris on TV and call it a day. They rolled out the campaign across social media, and streaming platforms, and even created short-form videos for quick hits of holiday joy. They even ran Spanish-language ads, thus making sure that the message reached a diverse audience.
Takeaway: Be everywhere your audience is. Sometimes it’s Instagram, other times it’s TikTok, and sometimes it’s email; showing up in the right places at the right time is everything.
The bigger picture: Content meets commerce
But on a deeper level, “Kris from Target” wasn’t an effort to sell lots of products; rather, it was to create a narrative to which shoppers could relate. Kris wasn’t just a character; he was an icon of what Target is about: making the holidays a little brighter, a little easier, and a lot more fun.
And isn’t that what every brand should aim for? To not just sell a product but to become a part of someone’s story, to make their lives just a little better?
So, what’s your “Kris”?
If there’s one thing we can learn from Target’s success, let it be this: the best marketing strategy doesn’t feel like marketing. It feels like a connection.
And so, whether you’re launching a new product, building a brand from scratch, or trying to breathe life into your existing business, here is perhaps where taking a page out of Target’s playbook comes in handy.
- Know your audience
- Take risks
- Tell a story that matters
And most importantly, don’t be afraid to have a little fun. Because if Kris taught us anything, it’s that sometimes, the most unexpected ideas are the ones that sleigh.
FAQ’s
How can new brands create campaigns that connect with people?
Start by understanding your audience—what they need, want, or struggle with. Create a campaign that feels relatable and solves a problem. Use storytelling to make it memorable and include clear next steps, like buying or signing up.
What digital marketing strategies should startups focus on?
Show up where your audience is—Instagram, TikTok, email, or blogs. Share valuable content, like tips or videos, and run targeted ads to expand your reach. Keep your message inclusive and adaptable to connect with different groups.
How can new businesses stand out in a crowded market?
Be bold and authentic. Highlight what makes you unique and show your brand’s personality. Engage with your audience directly on social media, and don’t be afraid to try creative ideas that break the mold.