Haunting the Competition: How to Build a Scary-Good, Full-Funnel Holiday Campaign (That Actually Converts)
- Michelle Marshall
- Oct 28
- 5 min read
There's a chill in the air that's sure to send shivers down your spine. But it's not ghosts or goblins keeping marketers up at night (it's something far more terrifying: the holidays).
Tight timelines, cutthroat competition, and a strategy that must convert, or you risk being buried in the campaign graveyard. While most marketers obsess over top-line conversions, the real magic happens when you think beyond the sale.
We'll walk you through each stage of the funnel, from luring in prospects at the top to building loyalty that lasts long past the new year. Think of it as your survival guide for holiday marketing, where every stage matters and no customer gets left behind.
Targeting Top-of-Funnel: Don't Just Haunt – Mesmerize
The awareness stage is where you capture (or “summon”) your audience, but this isn't about being loud; it's about being memorable. Amid the chaos of flash sales and countdown clocks, your message needs two things to break through:
Authenticity
Memorability
How to Make It Happen
Lean into seasonal storytelling. Build narratives around emotion, nostalgia, and ritual, not just discounts. Think: "How to Create the Perfect Friendsgiving Table" or "Holiday Hosting Made Easy." Then, weave your product naturally into the storyline.
Test multiple hooks early. A/B test language like "limited-edition," "exclusive," or "last chance" before ad costs surge in late November.
Collaborate with creators. Influencers and ambassadors make your message feel like a trusted recommendation, not another sponsored scream into the void.
A Tip From the Crypt: If you haven't warmed audiences yet, start with awareness teasers. The goal isn't conversion; it's seeding. Build recognition now so your retargeting hits harder when the shopping frenzy begins.
Mid-Funnel: Turning Interest Into Intent (Before It Vanishes)
Once your audience knows you, your job is to nurture that curiosity into confidence. This is the make-or-break middle, where consideration becomes conversion, or it disappears altogether.
A strong mid-funnel strategy includes:
Educational Content That Solves a Problem
Frame your product as the answer.
Example: "How to Pick the Perfect Gift for the Person Who Has Everything."
Personalized Email Campaigns
Segment by past behavior or interest. Send curated picks, not cookie-cutter blasts that feel like they crawled out of a mass grave.
Smart Retargeting
Re-engage visitors who interacted with your content using lines like, "Still looking for a last-minute gift?" These spectral reminders work, and they keep you top of mind without being pushy.
Customer Reviews and UGC
Nothing builds trust like social proof from real (living) people.
Turn up the urgency…gradually. Start with value-driven messaging ("Find gifts that feel personal") and evolve into time-sensitive offers ("Order by Friday for guaranteed delivery").
Sealing the Deal at the Bottom of the Funnel: Where Conversions Come Alive
By late November and December, every click counts, and every second of friction can send a shopper running to your competitors' open arms. This is where precision matters most.
Here's how to keep your checkout from becoming a ghost town:
Streamline the flow. Test mobile checkout, payment options, and load times. Even a one-second delay can haunt your conversion rate. In fact, research shows that a 1-second delay in page load time can reduce conversions by 7%.
Use urgency wisely. Countdown timers, free shipping cutoffs, or "order by" reminders build pressure without panic.
Align every channel. Your ad promise and on-site experience should match perfectly. Inconsistency kills momentum faster than you can say "abandoned cart."
Bundle and tier offers. "Buy more, save more" or product bundles can lift average order value without diluting your brand.
Monitor performance in real time. Don't set it and forget it. Tiny tweaks in copy, creative, or CTA placement can deliver massive lift during high-traffic hours.
Post-Purchase: Where the Real Magic Happens
Here's the truth most marketers don't want to admit: The sale isn't the finish line.
The post-purchase phase is where loyalty is born, and where next year's growth really begins. Brands that engage customers post-purchase see 3x higher repeat purchase rates than those that go silent. Yet this is where most campaigns fade into the darkness, leaving money on the table.
If you want to keep customers warm after the holidays, focus on connection:
Follow-Up Flows That Feel Human
A simple thank-you note can outperform another promo code. Make it personal.
Generic messaging: "Thanks for your order! Here's 10% off your next purchase."
The FTF approach: "Your order just shipped, and we're so excited for you to experience it. Here's a quick guide to getting the most out of your new [product], plus a few styling ideas we think you'll love. And hey, if you have any questions, just hit reply. We're here."
See the difference? One feels transactional. The other feels like the beginning of a relationship.
Re-Engagement Campaigns That Add Value
Share "how-to" content, care tips, or product inspiration that makes their purchase feel smart.
Example: "3 Ways to Style Your New Scarf This Winter" or "How to Make Your Candles Last Longer."
This isn't about selling again immediately; it's about proving their choice was the right one.
Invite Feedback (And Actually Use It)
Surveys and reviews build inclusion and generate insights for next year's campaign. But don't just collect feedback and let it die in a spreadsheet. Respond to reviews, share user photos, and show customers that their voice matters.
A Killer Move: Send a personalized video message thanking top customers for their purchase. It takes 30 seconds and creates loyalty that lasts years.
Loyalty Incentives That Reward, Not Beg
Introduce referral programs or "VIP first look" offers in January, when inboxes go cold and your competitors go silent. Make customers feel like insiders, not just another email address.
Want to turn your December buyers into lifelong fans? Surprise them. A thoughtful touch (early access, a small gift, a thank-you email with no sell) goes further than any discount ever could.
The Full-Funnel Framework: Your Holiday Marketing Strategy Blueprint
Think of your campaign like a story arc: It starts with awareness, builds tension through intent, peaks at conversion, and resolves through loyalty.
A full-funnel approach isn't about doing everything; it's about connecting everything. When your message flows naturally from awareness to loyalty, it feels intentional, personal, and scalable.
Scare the Competition With a Killer Holiday Strategy
The brands that win this season won't just have the flashiest creative or the deepest discounts. They'll have clarity. Connection. Consistency.
At FTF, we help brands turn performance marketing into sustainable growth, from scroll-stopping awareness plays to retention strategies that last long after the holiday hype fades into memory.
Because the holidays aren't just another campaign window; they're an opportunity to prove how strong your strategy really is.
Ready to design a campaign that lives long after the holidays? Let's build something that haunts your competitors.
