@TwitterAdsNL

!

HOLIDAY SEASON ON TWITTER

2014

#HAPPYHOLIDAYS Holiday Season is coming up very soon. A time full with gifts, family dinners and nights with friends. It’s also a time where you can boost your business. Dutch people share intensively about these moments and… they start early! Make a profit out of this and make sure that your brand joins the conversation. Start planning your Twitter campaigns now. Your audience and the moment are there. #OwnTheMoment

MOMENTS SURROUND HOLIDAY SEASON AND TWITTER USERS TWEET ABOUT ALL OF THEM

DECEMBER 5TH

BUY GIFTS

BUY TREE

DECORATE HOUSE

‘SCHOEN ZETTEN’

MEET WITH FRIENDS

FOOD SHOPPING

SEND CARDS

WORK PARTY

DUTCH HOLIDAY SEASON CONVERSATIONS START EARLY

Source | Casebuilder 15/11/13-01/01/14. Search terms related to: Christmas, XMAS, Sinterklaas, #Christmas, #XMAS, #Sinterklaas

1 . 4 6 M !

M E N T I O N S I N N O V - D E C

1 5 2 k !

M E N T I O N S O N X M A S

D AY ‘ S i n t e r k l a a s

i n t o c h t ’

D e c e m b e r 5 t h

31/12/13

X M A S

40.000

80.000

120.000

160.000

15/11/13 05/12/13 25/12/13

N Y E

Source | Casebuilder, Oct 14. Search terms related to: Christmas, XMAS, Sinterklaas, #Christmas, #XMAS, #Sinterklaas

BE PART OF THE BUILD-UP TO THE HOLIDAYS

PEOPLE TALK ABOUT THE HOLIDAYS IN NOVEMBER

THERE WERE 453K SINTERKLAAS & CHRISTMAS MENTIONS IN NOVEMBER.

!

74%82%

TWITTER NL USERS AND CHRISTMAS SHOPPING

say “I have made a purchase based on a

Tweet or Trend on Twitter”

say “I’m all about deals when it comes

to Christmas shopping”

39%

say “I tend to buy more premium

products during Christmas”

Source: GlobalWebIndex, Wave 11-11 Question: Thinking about shopping for Christmas, how much do you agree or disagree with the following statements?

35.000

70.000

105.000

140.000

01/11/13 05/12/1315/11/13

THE SINTERKLAAS SHOPPING CONVERSATION

Source | Casebuiler 01/11/13-06/12/13. Search terms: keywords related to Shopping, Cadeaus AND #Sinterklaas

5 3 7 K M E N T I O N S B E T W E E N

N O V 1 s t A N D

D E C 5 t hConversation kicks off after the arrival of Sinterklaas.

ARRIVAL OF SINTERKLAAS

Two days before ‘Sinterklaasavond’ people massively talk about shopping & gift related topics

LAST MINUTE

75.000

150.000

225.000

300.000

01/11/13 03/12/13

THE CHRISTMAS SHOPPING CONVERSATION

Source | Casebuiler 01/11/13-27/12/13. Search terms: keywords related to Kerstshoppen, Kerstboodschappen, Christmas Shopping, Christmas Shop, XMAS Shopping, Shopping

1 . 2 3 M !

M E N T I O N S B E T W E E N 1

N O V A N D 2 6 D E C

Shopping conversations peak during the weekends in the build up to Christmas

WEEKEND SHOPPING

The peak day for Christmas Shopping mentions last year was Monday December 23rd

LAST MINUTE

25/12/13

FOOD MADE UP 38% OF ALL CHRISTMAS RELATED CONVERSATION IN DECEMBER

Source | Crimson Hexagon, Holiday Conversation in The Netherlands 2014

PEOPLE ARE TALKING ABOUT WHAT TO EAT

12 - 1 AM CET

PEAK TIME 31 DEC#NewYear’sPEOPLE ARE TALKING ABOUT

Source | Casebuilder, Holiday Conversation in the Netherlands, 2014. Search: keywords related to #NYE, #Gelukkignieuwjaar, #Champagne e.a.

6 5 5 K !

M E N T I O N S B E T W E E N

2 7 D E C - 2 J A N

PLANNING AHEAD FOR THE HOLIDAYS

MAKING THE MOST OUT OF HOLIDAY MOMENTS

1

2

3

PLAN YOUR MOMENTS

CREATE REVELANT CONTENT

PROMOTE TO RIGHT AUDIENCE

4 OPTIMIZE CAMPAIGNS

NEXT STEPS TIPS TO PLAN DURING HOLIDAY SEASON

@TwitterAdsNL

#HappyHolidays