When brands look beyond the holidays and into Q1 performance, the advantage often goes to those who move before the calendar resets. December through February is one of the most behavior-shifting windows of the year. Fresh starts, renewed priorities, winter solutions, financial planning, and “this is the year I fix ___” urgency all collide in a tight, high-intent seasonal moment. We’ve seen this firsthand over years of producing performance creative for weight-loss and nutrition brands like Beachbody and ViSalus — January is always where momentum is won or lost. Carpe Canum builds creative specifically for that shift.
The Challenge: Win January — But Start in December
Most brands wait until January to relaunch campaigns. But by then, consumers have already mapped their resolutions, spending plans, and purchase priorities. The highest-performing marketers enter the conversation before New Year’s Day — while attention is still in planning mode — so they can define the frame before competitors arrive.
The Approach: Seasonal Relevance + Message Certainty
Planning season doesn’t just spike demand — it sharpens it. Our process aligns seasonal motivation with message precision. We use Generative AI Focus Group Testing to pre-test scripts before production, so we know which emotional triggers, value frames, and CTAs resonate strongest before cameras roll. That means the winning path becomes the shooting path — not the other way around.
The Creative: Built To Stay Fresh Through the Winter
Fresh starts are personal — so our creative has to move with the consumer. Using our High Volume Personalization workflow, we version messaging by region, weather pattern, mindset, offer structure, and audience cohort — without ballooning cost or timelines. Instead of one generic New Year spot, each segment gets creative engineered for what they care about most — decluttering, fitness, financial confidence, wellness, travel, comfort, or skill-building.
Seasonality And Flighting
This window runs tighter than it seems: December → New Year → MLK weekend → Valentine’s Day → Presidents’ Day retail lift. When creative is modular and lightweight to update — variants stay relevant without rebuilds.
CTV Is For ALL Sized Businesses
Connected TV isn’t just a “big brand” channel anymore — it’s accessible performance media. With outcome-based buying, platform flexibility, and precise audience targeting, CTV now scales to any sized business, not just national spenders. At Carpe Canum, we build creative workflows and production models that work within real budgets — from early-stage growth brands to enterprise scale. And because we partner with multiple CTV platforms, we can align channel, placement, and pacing directly to a brand’s specific performance goals — without overspend, without wasted reach, and without forcing one size fits all.
Why It Works
- Seasonal timing sets the stage — relevance drives conversion.
- Personalization keeps messaging aligned with the moment.
- AI testing eliminates guesswork and reduces iteration cycles.
- Creative built for speed stays in-market longer — not shorter.
Our Take: Production Built For Performance
January buyers are already deciding in December. For performance TV, precision beats spectacle — and being early beats being loud. Carpe Canum delivers modular, scalable, pre-validated creative designed to stay aligned with Q1 behavior — and accelerate outcomes when motivation is already high.
Ready To Move At The Speed Of New Year Momentum?
If you want to turn Q1 seasonality into actual performance lift, we’re ready — from strategy and creative to high-volume personalization and versioning.
Ready to learn more? Let’s talk.