Season 5, Episode 1: To Everything, There Is a Season.

I found myself on a website that tracks the migration of Swallows between South Africa and the United Kingdom, a journey that happens twice a year, and was struck by the seasons and their effect on the world. Constant, gradual and powerful, yet perfectly in-sync. In nature, seasonality is linked to migration, rejuvenation, and growth. To everything there is a season.

For brands, how does one tackle consumer migration, rejuvenation, and growth? I would say it is through constant, gradual, and powerful messaging. Every campaign has a season, and every season has an effect. Brands need to understand the seasonality of their consumers, and markets, and speak to their needs at various times of the year or phases of their lives, it’s like 365 days of Hallmark Cards!

Seasonality creates the opportunity to capitalise on an event that is already part of the consumers life, their frame of reference or interest. Seasonality could appeal to those celebrating a religious event like Eid or Christmas. The power of seasonal advertising is so great that it was rumoured that Santa Claus wore a red suit because of Coca-Cola advertising at Christmas time. Although this isn’t true, the brand did shape the image of the jolly man and entrenched themselves into becoming synonymous with the December celebration.

True love knows no season. One of the simplest, yet memorable campaigns that has created a universal symbol for love, is the De Beers campaign that coined “Diamonds Are Forever”. Seasonality also speaks to time (and place) and what De Beers understood was the seasonality and phases/ relationships, and they put a ring on it!

In the process of creating hit music and songs, summer is synonymous with the biggest releases because summer symbolises vacation, parties, and socialising, all of which are better enjoyed with the appropriate soundtrack. Seasonality of music is a key driver in release dates and is often why musicians tour different territories at various times of the year. Audiences don’t want to go to concerts in the winter and freeze at outdoor stadiums! The latest chart-topping success being enjoyed by 80’s singer Kate Bush and her song “Running Up That Hill” is fuelled by the song’rus use in the Netflix series, Stanger Things. First released in 1985, Bush’s song is now enjoying number one success, thirty-seven years after being released. Seasonality is cyclical and can often be influenced by other factors, seasons can come and go.

At MediaHeads 360 we love creativity. We understand timing. And we aim to activate, captivate, and amplify brand messages. Ensure your brand messaging isn’t four seasons in one day, and that you’re not so last season.