How Volvo Trucks outshined retailers during the holiday season

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November marks the beginning of the holiday season. While towns across the country, and across the pond, begin to decorate their trees and switch on their lights, so too have brands joined in the holiday spirit.

On this month's iMedia Brands in Video chart, three brands make an appearance thanks to their holiday-themed campaigns.

Kmart and Joe Boxer take the No. 5 and 6 spots on the chart, respectively, because of the popularity of their joint campaign, "Show Your Joe." The funny campaign features tuxedoed men who shake their -- ahem -- "holiday bells" to the tune of "We Wish You a Merry Christmas." Released on Nov. 17, the campaign generated a True Reach of more than 17 million views for the two brands during the month, due in some part to several articles reporting that some viewers found the ad too racy.

And British retailer John Lewis comes in at No.7 thanks to its heart-warming Christmas ad, which follows a hare who is out to give his friend, the bear, his first glimpse of Christmas. A favorite advertiser around the holidays, John Lewis' new ad also reactivated its popular Christmas campaigns from 2010, 2011, and 2012.

But this time of the year isn't just about Santa and trees and gifts; it's also about giving back. The chart also sees two brands whose non-profit work has catapulted them onto the top 10: Degage Ministries and Unilever.

Degage Ministries grabbed headlines in November when it launched its "Homeless Veteran" campaign right before Veterans Day. The video documents the transformation of U.S. Army veteran Jim Wolf from homeless and unkempt to a tidied-up man ready to change his life. That campaign accounts for the whole of Degage Ministries' views in November.

While we are used to seeing Unilever's many products advertised, this time it was the parent company that came out to talk about its sustainable lifestyle initiative, Project Sunlight. In its short film, "Why Bring a Child into This World?" the CPG giant shows the progress it is making in growing crops, distributing clean water, and aiding basic hygiene with its products. All of the brand's 15 million views are a result of this video.