Featured Cases: Feeling Festive
Effective holiday marketing from around the world.
The Man on the Moon
In 2015, John Lewis took a brave new approach to their Christmas advertising. Partnering with AgeUK, John Lewis used their ads to highlight the fact that many old people spend Christmas alone. The benefits to AgeUK were huge, raising over £2m. But the payback to John Lewis was even bigger, resulting in record sales and market share. With every £1 spent on advertising delivering over £10 in extra profit for the department store, this case shows that advertising can be a force for good and a sound financial investment.
Brand: John Lewis
Client: John Lewis
Christmas Finally comes to Foot Locker
From a lack of the correct kind of communication between kids and parents, sneakers traditionally didn't make Christmas shopping lists. This meant that Christmas was not a typically strong-selling period for Foot Locker. So, we sought a way to increase same-store sales in mens athletic footwear and apparel by 3%, and match or beat their MROI. Thats when we showed kids how to tell their parents what they really want for Christmas, and for every dollar spent on marketing, four dollars were spent by consumers at Foot Locker.
Brand: Foot Locker
Client: Foot Locker
Agency: BBDO New York
"Give something that means something"
When the Red Cross needed to increase fundraising during the all-important Holiday season, we realized securing more monetary donations required securing more PSA media donations. We discovered the key to appealing to PSA Directors was appealing to their audience. We did this by creating a campaign that recaptured the true meaning of the Holidays, and invited people to give something that means something. This appealed successfully to PSA Directors, who increased our National airtime by 2.5 times, and led to a 28% increase in donations, well above our +5% goal.
Brand: American Red Cross
Client: American Red Cross
Agency: BBDO New York
A simple, albeit somewhat controversial, carol called ___Chrismahanukwanzakah__ inviting people to join in on an all-inclusive celebration led Virgin Mobile to one of the most successful holiday periods in telecom history. What was once perceived to be an inferior product offering became a must-have holiday gift and grew Virgin Mobile's customer base by 50% in just three months.
Brand: Virgin Mobile
Client: Virgin Mobile USA
Agency: Fallon Worldwide
In December 2016, USPS became internet famous for being a heartless government machine. A single tweet reposted across America dragged our sentiment down to -44. We tried to change how they felt by touting facts, but facts are futile when fighting emotion. So, we showed them our heart instead. We plucked Operation Santa - a nearly forgotten, century-old program, languishing in the Post Office – and put it onto every American's phone. By showing how every delivery is precious to USPS, we warmed America’s hearts and flipped their perceptions positive.
Brand: United States Postal Service
Client: United States Postal Service
Agency: MRM//McCann New York