Chanukah is a masterclass in engagement. Think about it: eight days, eight nights, and people are just as excited for the last candle as they were for the first. That’s no small feat. Now, imagine applying that same energy to your brand. What would it look like if your audience stayed hooked—not just for a single campaign but over the long haul?
The magic of Chanukah lies in its blend of consistency, surprise, and tradition, all wrapped up in a sense of community. These aren’t just nice holiday vibes—they’re lessons your brand can use to connect with your audience on a deeper level.
Let’s break it down into five actionable marketing lessons.
1. Consistency Builds Trust
Picture this: night three of Chanukah rolls around, and someone “forgets” to light the menorah. Not only does it throw off the rhythm, but it feels wrong. Why? Because traditions work when they’re dependable.
Your brand needs the same kind of consistency. Whether it’s a regular posting schedule, predictable product launches, or annual campaigns, showing up on time builds trust.
Think Starbucks’ holiday cups. Every year, they hit stores just as the weather turns frosty. It’s not about coffee anymore—it’s about signaling the start of the holiday season. People look forward to it because they know it’s coming.
✅ Marketing Takeaway: Set a schedule your audience can depend on—then stick to it. Whether you’re launching a podcast, a newsletter, or seasonal content, the key is showing up like clockwork.
2. Inject Surprise to Keep Things Fresh
Consistency keeps people tuned in—but surprise keeps them excited. Chanukah nails this with its tradition of nightly gifts. Sure, you know something’s coming, but you don’t know what. It’s that mix of anticipation and novelty that keeps things engaging.
Oreo is a prime example. Every so often, they release a “mystery flavor,” sparking conversations (and debates) across social media. People scramble to guess the flavor, and in doing so, they create buzz for Oreo without Oreo having to lift a finger. That’s the power of surprise.
✅ Marketing Takeaway: Surprise your audience with unexpected content, products, or experiences.
- Drop a limited-edition product.
- Announce a flash sale with no warning.
- Send your most loyal customers a surprise gift.
Anticipation plus novelty equals engagement.
3. Tradition Creates Connection
Tradition isn’t just comforting—it’s unifying. On Chanukah, the rituals—the menorah, the dreidel, the latkes—aren’t just actions. They’re shared experiences that connect people to their community and history.
Great brands create their own traditions. Take Apple’s annual keynote events. Every September, you know they’re going to unveil the latest iPhone. The format is almost ritualistic: sleek videos, Tim Cook’s calm delivery, and a “one more thing” moment. It’s predictable, but it works because it fosters a sense of belonging.
✅ Marketing Takeaway: Establish brand rituals. These could be:
- A yearly launch event
- A signature holiday campaign
- Recurring themes in your messaging
Traditions create a sense of reliability and connection that audiences latch onto.
4. Simplify Your Message
Chanukah’s story is simple: it’s about miracles, resilience, and eight nights of light. No one’s confused about the “why” of the holiday. Your marketing should follow suit.
Too often, brands overcomplicate their campaigns with cluttered visuals and ambiguous slogans. The result? Audiences tune out.
Take Nike’s “Just Do It.” Three words, decades of staying power. Why? Because it’s clear and universally understood.
✅ Marketing Takeaway: Streamline your messaging. Whether it’s a campaign tagline, social media post, or product description, clarity beats cleverness every time.
5. Foster Community Engagement
Chanukah isn’t a solo act. It’s celebrated with family, friends, and community. The songs, the food, the games—they’re all designed to bring people together.
Brands that build communities, not just customer bases, win big. Take Peloton, for example. It’s not just about bikes or classes; it’s about a shared culture of high-fives, leaderboards, and collective achievement. That sense of community makes their customers feel like they’re part of something bigger.
✅ Marketing Takeaway: Create spaces where your audience can connect—not just with you, but with each other.
- Start a Facebook group or online forum.
- Launch campaigns that encourage user-generated content.
- Host events (in-person or virtual) to bring your audience together.
People don’t just want to consume—they want to belong.
The Wrap-Up
So what’s the takeaway here? Whether you’re celebrating Chanukah or crafting your next marketing campaign, the recipe for engagement isn’t magic. It’s consistency, sprinkled with surprise, rooted in tradition, and wrapped up in a sense of community.
The brands that win understand this, they take a cue from the Festival of Lights: show up, keep it fresh, and make people feel like they’re part of something special. That’s how you build engagement that lasts—not just for eight days, but all year long.
Now go light up your marketing like a menorah—one brilliant day at a time.
P.S. If you’re struggling to figure out how to keep your brand’s audience engaged for eight minutes, let alone eight days, I’m here to help. DM me or drop me an email—let’s strategize. And maybe share some latkes.
