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The holiday season is here, and the festivities are all around! Christmas is one of the most anticipated times of the year, from colors and music everywhere to great gifts. It is not only fun for individuals, but also for brands, especially when it comes to advent calendars.
Advent calendars have been the highlight of a brand’s season, where they bring old products back to life and present new ones. Since advent calendars’ emergence as a main strategy, it has been regarded as a masterclass that highlights the significance of seasonal marketing.
Advent calendars as a concept are not new, but as old as a rock at the bottom of the ocean. However, a few years ago, it resurfaced as the golden opportunity for brands to peak during holidays. Even huge brands like Dior and Gucci made use of this smart tactic.
A while later, more brands got into this game. With more brands came more regions and countries, like Egypt.
Advent Calendars: The Novel Marketing Strategy in Egypt 2024
The minute the holiday season is here, the competition between brands becomes fiercer than ever. They work tremendously to be peculiar and resonate deeply with their audience, leaving a mark amidst the seasonal noise. This is where advent calendars come as a haven. In 2024, the market in Egypt witnessed (and still does) the release of many shining advent calendars that won over customers.
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Jude Benhalim Christmas Advent Calendar
This particular advent calendar has been all over social media since its release. Jude Benhalim is a luxurious jewelry brand that decided to play it smart this Christmas season. The brand has released a visually appealing advent calendar that contains some of its pieces along with “extra surprises,” according to their description. The advent calendar went viral in no time, which led to more people learning about the brand.
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Dash Management Advent Calendar
Although it is not for retail, the Dash Management advent calendar is undoubtedly a great lesson in marketing! This advent calendar includes 30 days for 30 different local brands, from food to cosmetics, haircare, and more. It is regarded as an opportunity for brands to be introduced better and gain a great user base through videos and reviews.
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Mernyth
Mernyth is marketed as “The First Local Beauty Advent Calendar.” This business focuses solely on creating advent calendars that support local brands in Egypt to start being recognized. They also partner up with influencers to create their version and make use of the already established user base of this influence and his/her impact on customers.
Is Tailoring Advent Calendars to the Local Market the Key Success Factor?
The most common thing among all the mentioned advent calendars and even the ones unmentioned is the “local market.” This leaves us with a pretty good question: how do local brands contribute to the success of these calendars?
The truth is that local brands play a major role in the success of advent calendars, particularly in Egypt. People’s preferences have shifted tremendously towards supporting local brands, especially after the boycott wave that is still going strong to this day. So, featuring such brands in advent calendars creates a sense of relevance and familiarity. This familiarity strengthens the bond between the brand and the audience, making the advent calendar more appealing.
All Wrapped Up and Under the Tree
Egypt’s holiday season is always an opportunity for brands to shine. And now with advent calendars in the picture, the competition is getting stronger with a few spotlights empty. As Egypt continues to embrace unique narratives and tactics, advent calendars tailored to local markets are likely to remain a powerful marketing strategy in 2024 and beyond, not only during Christmas but in other holiday seasons as well.
