A magical  social media campaign that made Christmas wishes come true

THEY ASKED

Shoe Mart needed us to create a Christmas campaign for Facebook that would engage its core target audience and collect data.

 

The contest had to reward and impress loyal fans, and attract new ones, all the while filtering out the dreaded ‘serial comper’.

 

WE ANSWERED

As hard as parents try to give kids everything they want for Christmas, there’s one thing it’s tricky to make materialise (for obvious reasons): Santa.

 

The Make A Wish campaign concept centered around this, giving parents the chance to win a Christmas Eve visit for their kids from the big beardy man himself (plus a sleighful of gifts).

 

We built a bespoke Facebook app to host the contest so we could easily collect data from a key demographic (parents). For a chance to win, they simply had to upload a photo of their child and write a short statement to say why they deserved to win.

 

The campaign was a massive success, gaining thousands of high quality entries. It created tons of social conversations, which quickly snowballed between users, demographics and platforms, and helped generate a huge amount of online exposure.

 

Interest only continued to grow after the entry period had closed, and we published a short film with clips of all the Santa visits for fans to enjoy.

 

RESULTS

  • 6,500 entries
  • £0.05 per entry
  • 1 million+ reached
  • 100,000+ viral impressions