Promotions play well in Germany, and Christmas is no exception. Raffles, offers, and other promotional pages drive 9% of traffic to brand sites, according to L2’s Digital IQ Index: FMCG Germany—triple the rate in the UK.
Advent calendars (Adventskalendars) are one popular form of promotional content during the holiday season, representing three of the 10 most-visited pages on brand sites. In the FMCG sector, 9% of brands created on-site Advent calendars during the 2017 holiday season, tempting consumers with daily product offers or raffles.
For-me-online (P&G’s enterprise site), Nivea, and Frosch demonstrated the most successful execution of this type of content. Thanks to the additional traffic they garnered from these promotions, Nivea and For-me-online were among the five most-visited sites in L2’s Index, while Frosch more than doubled its site traffic during Q4.
For brands, these calendars represent a clever way to encourage repeat site visits during a time of year when shoppers’ attention and spending is generally shifted towards gift giving. While the Christmas season may not be as critical to FMCG brands as it is for other categories, it still presents opportunities for brands to boost awareness.