Seasonal & Event Hijacks

An event hijack times a campaign to a moment people already care about: a holiday, a big game, a conference, or back-to-school. You join a conversation that is already happening instead of starting one.

How it works

Big events focus attention on a few themes. Ads that connect to those themes feel relevant instead of interruptive.

The connection works in two ways. Context: the ad matches what people are thinking about. Emotion: the ad uses the feeling of the moment, such as excitement or urgency. The link between your product and the event must feel natural.

Costs vary by event. Shopping peaks like Black Friday drive ad prices up. Non-shopping events can be cheaper.

How to do it

1. Build a yearly calendar of relevant moments: holidays, shopping events, industry conferences, sports, school dates, and season changes.
2. Mark a ramp-up date for each, about 1-2 weeks before the peak.
3. For each event, write down how your product relates to what people want or feel at that time.
4. Write new hooks and offers for each event. Do not just add a holiday graphic to an existing ad.
5. Build a matching landing page that carries the theme through to checkout.
6. Plan budgets around cost swings. Launch before competition peaks, for example early November for the holidays.
7. Set automated rules to raise budgets when results beat your targets during peak periods.
8. Keep pre-approved templates, a short approval path, and a small reserve budget for unplanned moments.
9. Schedule end dates so seasonal ads stop when the moment passes.

What to measure

• Seasonal CPM vs. baseline: cost per thousand impressions during the event compared to normal weeks.
• Conversion rate lift: event campaign conversion rate compared to your evergreen campaigns.
• Revenue and ROAS per event: totals for each seasonal campaign, saved as a benchmark for next year.

Best practices

• Launch before the peak to get lower costs and build frequency early.
• Test several angles for one event. For Valentine’s Day: a gift for a partner, a treat for yourself, or a gift for friends.
• Keep a file of past competitor event ads so your creative stands apart.

Common pitfalls

• Forcing a link that is not there. Not every brand needs a tie-in to every event.
• Starting too late. Plan major seasonal campaigns weeks ahead.
• Leaving seasonal ads running after the event ends.