It’s the holidays, you know, that time of the year when everyone is running around trying to find “the perfect” gift. You have your list, a general idea of what might work, and a ticking clock reminding you there’s no time for messing around.
Sounds stressful, right? Now, imagine instead of the usual hustle, you’re watching some hilarious game show where celebrities compete to find the best gifts.
That’s exactly what Google Shopping pulled off this year. Their holiday campaign didn’t just talk about gift-giving—it turned it into a full-blown event. Hosted by Jimmy Kimmel and featuring duos like Eric André and Benny Blanco, Google’s “Can You Gift It?” series gave us a fresh, fun perspective on what can sometimes feel like a chore.
But here is the best part: beneath all those chuckles and light competition, Google was actually showing how its shopping platform can make our holiday easier. More than being a campaign, it made us feel something. So let’s dive into why it works and what all of us can learn from it.
Making shopping feel personal
Gift-giving is deeply personal, isn’t it? It’s not just about picking something from the shelves but choosing something that feels meaningful. Google’s research shows a large number of us treat gift giving as rather a friendly kind of competition.
You know, the kind of thing where you want your gift to be the one everyone remembers.
They created an advertising campaign centered on making the process of gifting one big game, complete with challenges, celebrity couplings, and those oh-so-relatable moments. By focusing on arguably the most universal of things—finding joy in holiday shopping—they struck a chord with viewers.
But the real genius was how the campaign quietly, subliminally demonstrated key features of Google Shopping: every joke, every interchange of wit between celebrities, every retro-style challenge played off the platform’s personal recommendations and dynamic filters. It was a game show, yes; but also a masterclass in how technology can be made to feel organic and approachable.
Why entertainment drives engagement
Here’s the thing: people don’t want to be sold to—they want to be entertained. And Google knew that. Instead of hammering viewers with ads filled with flashy discounts or overly technical features, they created something people wanted to watch.
The episodes dropped daily leading up to Black Friday, turning the campaign into a binge-worthy series. Each episode gave a new opportunity to watch celebrity duos, such as WNBA stars Kelsey Plum and Kahleah Copper, playfully fight their way through challenges. The challenges were rooted in Google’s shopping data, subtly showing off the platform’s ability to surface the season’s most popular items.
For viewers, it felt less like a marketing ploy and more like an invitation to join the fun. And for Google, it was a clever way to build excitement and trust around their platform. By making their features the hero of the story, they gave shoppers a reason to choose Google Shopping over competitors like Amazon or Walmart.
Lessons for brands and entrepreneurs
Google’s campaign wasn’t just about big-budget production or celebrity cameos—it was about understanding their audience and delivering something that resonated. And that’s a strategy any brand or entrepreneur can replicate, even without Google-sized resources.
Know your audience
Google tapped into the competitive spirit of holiday shoppers—something many people didn’t even realize they shared until it was presented to them in such a fun way. The lesson? Get to know what makes your audience tick. What are their quirks, habits, or hidden motivations? Once you find that, you can build a campaign that speaks directly to them.
Make it about the experience
Selling a product is fine, but building an experience is what will stick in people’s minds. Google didn’t just talk about AI-powered filters; they actually showed the magic of these features through challenges and relatable moments. If you market any product or service, think about how you could make that real to them. Perhaps through some form of storytelling, a demonstration, or even a live event.
Blend entertainment with utility
Google’s campaign worked because it wasn’t just fun—it was useful. It entertained people while showing them, in a very subtle way, how Google Shopping could make their holiday season easier. Ask yourself: how can you educate your audience or solve their problems in a way that feels effortless and enjoyable?
Why this matters for your marketing
At its heart, marketing is about a connection. It’s about a display of understanding of people’s needs, their struggles, and their aspirations. Google’s campaign didn’t feel like a cold corporate pitch; it felt like the makings of a holiday tradition.
The bottom line, for entrepreneurs and smaller brands, it means you don’t have to have a humongous budget or a celebrity cast to do something profound. You need that one idea that would ring true and speak to the hearts of your audience. Whether through social media, email campaigns, or community events, create experiences that make people feel seen and inspired.
The final gift
The “Can You Gift It? ” campaign of Google Shopping was more than a marketing success—it felt like a lesson in how to connect with people. They took something we all stress about during the holidays-finding the perfect gift-and flipped it into a fun, lighthearted experience that we could enjoy. It wasn’t about bombarding us with sales pitches or flashy ads. It wasn’t about them; it was about meeting us where we were, making us smile, and showing us they got it.
The real core of this campaign, however, has to do with the fact that great marketing doesn’t have much to do with products or profits but rather moments that are personal, relatable, and genuinely human.
So, as you think about your own marketing efforts, take a page from Google’s playbook.
Focus on the human side of your brand. Lean into storytelling, tap into your audience’s emotions, and create something they’ll remember long after the holiday season is over. Because at the end of the day, a great marketing strategy isn’t about products or features—it’s about people.
FAQ’s
1. How do I make my marketing campaigns connect with my audience?
Start by understanding what your audience cares about—listen to their needs, challenges, and goals. Then, tell stories that show you “get it.” Relatable, human-focused content always wins.
2. Why is entertainment important in marketing?
People love to laugh, feel inspired, or learn something new. Entertain them,
3. How can I show off my product without boring people?
Don’t just list features—show how your product makes life easier or better. Paint a picture they can see themselves in. Stories stick; stats don’t.