Mr. Christmas is the knowledgeable neighbor who's figured out how to create jaw-dropping holiday displays — and is genuinely happy to help everyone else do the same. On our direct channel, we bring the quality and craftsmanship of a premium brand with the warmth and trust of a family business that's been doing this since 1933. That's not a contradiction — it's our edge.
On social, we're warm, confident, and real. We celebrate the magic of animated holiday displays without overpromising. We let the product do the heavy lifting — and our product moves.
The one-line test: Does this post sound like it was written by a person who loves Christmas and knows a lot about it — or by a marketing department?
| Dimension | Where We Land | In Practice |
|---|---|---|
| Formal ↔ Casual | Approachable — casual but not sloppy | Contractions yes. Typos no. "We" not "Mr. Christmas is pleased to announce." |
| Serious ↔ Playful | Holiday joy with grounded credibility | Fun captions welcome. Puns are allowed sparingly — if they're good, use them. If they're forced, skip them. |
| Reserved ↔ Bold | Confidently honest | "Our motors outlast mass-market alternatives." Not: "We might be a good choice for some buyers." |
| Warm ↔ Direct | Both at once | "Here's the honest answer" — friendly delivery, real information |
| Simple ↔ Sophisticated | Simple words, real expertise | Speak to craftsmanship, heirloom quality, and what makes a piece worth keeping for decades. Motors are one detail — not the whole story. |
Profanity / Edge: None. This is a family-positioned brand. Holiday magic, not holiday attitude.
Religion: No religious references in social content. Keep all messaging inclusive and secular.
This is where Jennifer Martinez (our quality enthusiast) lives. She wants her feed to feel like holiday inspiration — not a product catalog.
Reels: Every product post should have a Reel showing the animation in motion. Static images are fine as standalone posts when the content is strong enough — but video is always preferred for product content.
This is where we fight knockoffs, build trust with younger buyers, and let the product's animation speak for itself.
Critical TikTok note: Factory knockoffs are flooding TikTok. Our content should include ongoing "authenticity education" — not aggressive or defensive, just matter-of-fact. "Here's what to look for in a quality animated decoration. Here's what ours do specifically."
Facebook is where our core customer lives. This is our primary channel for residential buyers — the people who have collected Mr. Christmas for years, who gift it to their families, and who come back every season. It also serves our commercial buyers (hotel GMs, event planners, retail store managers). Treat this platform with the attention it deserves.
Don't go quiet. Facebook's algorithm rewards consistency. Aim for 4–5 posts per week during the off-season and daily (or more) October through December.
People come to Pinterest to plan — help them plan. Write for someone who might find your pin in July.
| Pillar | Voice Approach | Example Opening Line |
|---|---|---|
| Product Showcase | Let the animation speak. Lead with the visual. | "Watch the whole thing. This is what 'wow factor' actually looks like." |
| Lifestyle / Display Inspo | Aspirational but grounded. Real homes, real displays. | "Your neighbors are going to ask where you got it." |
| Educational | Knowledgeable neighbor tone. Practical, specific, no fluff. | "Three things to check before you buy an animated Christmas decoration." |
| Customer Displays (UGC) | Celebratory, genuine, name the customer. | "Maria's living room display has been making her kids speechless for 6 years." |
| Behind the Scenes | Proud craftsperson. Specific quality details. | "Our motors are tested at X cycles before a single product ships." |
| Hermanson Family Story | Personal, proud, 90-year legacy. | "My grandfather started this company in 1933. Here's what he knew that the industry forgot." |
| Commercial Spotlight | Professional, results-focused, warm. | "The Marriott's lobby did something this December that got 400 Instagram posts from guests." |
Principle: Sound like a person, not a community manager. Use names when you can. Match their energy. Answer questions fully.
| Comment | Response |
|---|---|
| "This is gorgeous 😍" | "Right?! The [product name] does something to a room. Hope you get to see it in person this season! 🎄" |
| "How much is this?" | "We'd love to help! DM us and we'll send you the direct link with all the details. 🎄" |
| "I have this one! Best thing I ever bought" | "This is exactly why we do what we do. How long have you had it? We'd love to see your display — would you share a photo? 🎄" |
| "Looks expensive" | "Built to last years, so it's really a smart investment. DM us and we can help you find the right fit! 🎄" |
Principle: Acknowledge, don't argue. Move fast. Invite the conversation offline.
| Situation | Response Approach |
|---|---|
| Product complaint | "We'd love to try to make this right. Please send us a DM with your email address and we'll get you to the right person." |
| Knockoff confusion | "Good question. Real Mr. Christmas products have [specific identifier]. We'd love to help you verify. DM us with a photo." |
| Competitor comparison | Acknowledge and move to DM. "We'd love to tell you what sets ours apart. DM us and we'll walk you through it." |
A knowledgeable neighbor who loves Christmas and wants you to have the best display on the block — at a price that actually makes sense.
A discount retailer. A corporate marketing team. An AI-generated caption.
Read the caption out loud. Would a real person who loves Christmas say this? If not, rewrite it.