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  • Behind the Scenes

Isn’t New Year’s Eve Brilliant: Behind the scenes with the Skiddle marketing team

  • By Ryan Moss

  • 07 Dec 2023
  • 5 min read

Isn’t New Year’s Eve brilliant?

The laughter, the memories and the fun. A collection of small moments combined to create a night that goes down in history between you and your friends. 

It’s that feeling we’re trying to capture in our New Year’s Eve campaign. 

Last week, we pulled the curtain back on the campaign, giving you an overview of what’s in store this year. 

Today, we’ll dive a little deeper. Scroll down to get the lowdown on what our content, social and paid media teams will be doing to make sure Skiddle are at the forefront of eventgoers’ minds this New Year’s Eve. 

Tapping into nostalgia with our hero video

Without a hero video, a campaign wouldn’t be worth its salt. 

This year, we’ll be taking inspiration from a classic 90s British comedy series to produce our own New Year’s parody. 

Our Account Support Team Leader, Jonny, will take on the starring role, reminding eventgoers of all the smaller moments that combine to make a big night out memorable. 

Photo: Jakob Owens / Unsplash.com

Nostalgia is hot in commercial marketing at the minute and it can evoke fond memories. Recently, we’ve seen McDonald’s use Teletext as inspiration for their ad, while Walmart brought the original Mean Girls cast back for their latest Black Friday ad. It’s these fond memories we want eventgoers to experience when they see our campaign. 

We want eventgoers to feel these memories 

Our ‘Isn’t New Year’s Brilliant’ video will be distributed via YouTube, Facebook and Instagram, even appearing on TV. You’ll also be able to catch the poster across billboards and on the London Underground. We’re expecting a total of 12 million people to see our ads this year. 

Putting the best events in front of our customers with written content

Working hard in the Skiddle office are our resident wordsmiths, Holly, Tom, Matty, Leah and Gabe. 

They’re our B2C content team. This year, they’ll be busy creating and updating our ‘Inspire Me’ pages, which compile all the best events in major cities and towns this New Year’s Eve. 

Alongside this, they’ll be publishing a spate of informative content that will showcase club nights, lifestyle and festive events in cities like London, Manchester, Bristol, Lancaster and more. 

If that isn’t enough, our B2C team will send regional newsletters to our customer base, showing them the events they need to know about in their area. 

Creating exciting content on social media

The work doesn’t stop at written content, either. 

Our social media maestro’s, Liv and Hannah, know a thing or three about creating quality Instagram and TikTok posts. 

Photo: Designecologist / Unsplash.com

This year, they’ll be creating a shedload. Our social media channels will be full of memes, event flyers and videos, and carousel posts detailing the artists, comedians and DJs to look out for in 2024. 

Expect to see our ‘Isn’t New Year’s Eve Brilliant?’ design all over our socials in the run-up to New Year’s Eve. 

Using data to create a paid media strategy

Our Paid Media experts, Ric and Louis, will be handling all the ads for our New Year’s Campaign. 

This year, they’ve got an exciting campaign in store that centres around the hero video we mentioned earlier. They’ll be creating ads that push the video out to eager eventgoers, as well as pulling in New Year’s Eve listings relevant to the location of our audience. 

It’s backed by data, too. After crunching the numbers last year, the team noticed daily fluctuations throughout December in the number of customers searching for New Year’s Eve Events on Google, which led to traffic on Skiddle. The biggest spikes historically happen from Boxing Day onwards with further jumps on the 30th and 31st December. 

So, for each day of December, a percentage of the ad budget has been allocated across each marketing platform to reflect the total number of searches the previously mentioned day had. 

The strategy is also multi-platform. We’ll be hitting Google, Facebook, Instagram, TikTok, YouTube and Snapchat to ensure that word gets out to as many people as possible.

Got a question you need an answer to? Give us a call on 03333010301 or ask us a question over on the Skiddle Promoter Twitter account by clicking or tapping on the button below. Alternatively, you can also find a list of our most frequently asked questions over at https://help.promotioncentre.co.uk/

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