Ace Hardware Spreads Holiday Cheer with Short Form Content Across Social Platforms

Ace Hardware is ramping up its content creation for the holidays as it is looking to leverage all of the traditional social media platforms, beyond YouTube, including Facebook, Instagram and of course a heavy push of this content through TikTok.

The brand aims to communicate its commitment to creating buzzworthy and engaging campaigns alongside its traditional approach to promoting quality holiday gifts available at stores nationwide. The campaign sought to add a fun, lighthearted touch while presenting relatable scenarios designed to resonate with a broad audience.

Ace Hardware’s content series, which launched last week, will run from November through December. The brand is releasing videos, each 30 seconds or less, on its YouTube channel, X, and other platforms. In addition to hosting the videos organically, Ace Hardware is also investing in paid advertising to promote these short spots. However, the exact budget for the campaign has not been disclosed.

Ace Hardware has previously advertised during the holiday season, notably with creative campaigns like the “Ace HoliDIY Orchestra,” where associates performed Carol of the Bells using tools as instruments. This year, however, the approach is different. The brand is specifically targeting audiences who may not traditionally considered Ace as a destination for holiday gifts, despite offering top-tier brands in highly giftable categories such as grills, BBQ sauces and rubs, power tools, outdoor equipment, and popular drinkware from Yeti and Stanley.

Ace Hardware’s Corporate Vice President of Marketing, Jeff Gooding explained that the campaign aims to resonate with anyone tackling their holiday gift lists. The goal is to present this in a fun, relatable way while highlighting the wide variety of high-quality gifts Ace offers—especially for those who may not have previously considered Ace as a holiday shopping destination.

“So we wanted to wake people up from ‘sleep shopping’ the traditional places they think of and instead think of Ace for gifts,” he said. “Heck, we are a helpful place, we absolutely can help people get everything they need on their holiday gift list.”

Ace Hardware relies on a talented team of internal experts and agency partners who are deeply immersed in the brand’s vision. This team consistently introduces fresh ideas to leverage social media enhancements, enabling the brand to connect with target audiences in an engaging and educational “edutainment” style. This collaborative approach is the driving force behind the current holiday campaign and many others throughout the year.

One of those this year, is when the brand celebrated its 100th anniversary by highlighting its store owners who have gone above and beyond to provide selfless help within their communities. Gooding said Ace Hardware’s Heartware Stories campaign showcased inspiring stories from every state, illustrating the positive impact Ace store owners have had on the neighborhoods they serve.

As part of the campaign, real-life examples of community involvement and helpfulness were used to humanize the brand and strengthen its connection with customers. Ace reinforced its reputation as “The Helpful Place” by highlighting store owners as community pillars and celebrated its century-long heritage of service, which continues with its holiday content.