In a unique twist on festive marketing, women's publisher The Squiz has joined forces with Woolworths Supermarkets for a Christmas campaign that puts the audience in the driver's seat. The campaign, set to run across all channels in the lead-up to Christmas, is based on a survey of The Squiz's audience about what makes the holiday season special for them.

The Squiz, known for its engaging daily newsletters and short-form podcasts, surveyed its audience of 500,000 women, receiving over 1,600 responses. The insights gleaned from this exercise have been used to shape the content of the campaign, which will run from 1 December to Christmas Eve across newsletter, podcast and social channels.

Kate Watson, Squiz Media’s Commercial Director, said creating content based on reader responses means it's more likely to hit the mark for Woolworths: 'We’re very excited about this campaign because not only does it take advantage of all our channels, it also harnesses the power of audience-led content.'

Jane Saleh, Woolworths Director of Brand and Marketing, echoed Watson's sentiments, stating, 'This Christmas we know it's the little things that matter and we were excited to unearth all the unique ways Australians are celebrating the season through this partnership with The Squiz.'

The campaign will delve into the small but significant details that make Christmas special for many Australians. From favourite summer fruits to beloved Christmas tunes, the content promises to resonate with the audience's personal experiences and traditions.

The survey findings revealed some interesting trends: 42% of respondents put up Christmas decorations the week before Christmas, while 36% do so a month out and a daring 1% leave them up all year. When it comes to gift wrapping, 6% write the name on the shopping bag the gift came in, 9% use Furoshiki-style wrapping, and 65% take great pride in thoughtfully wrapping their presents. As for the Christmas feast, 30% always have a glazed ham, 26% opt for a roast, 16% indulge in a seafood extravaganza, and 26% mix it up each year.

This partnership between The Squiz and Woolworths demonstrates a growing trend in marketing towards audience-led content, offering a fresh and engaging approach to the festive season.