The Brief:

As part of our “Spend a little, Gift a lot” Christmas campaign we ran with Ryman, we were challenged to showcase the wide range of practical and affordable Christmas items available that Ryman stock. From stocking fillers and homemade decorations to secret Santa and storage solutions.

We developed a concept to follow an 8 week Christmas journey throughout November and December, to do this we utilised influencers, supported by content creation and a series of Christmas Craft videos.

The journey would be championed by 5 carefully selected influencer families who each produced weekly content allowing us to genuinely follow their Christmas journey, whilst adding authenticity for the influencers’ audiences. This was also amplified further with gifting micro-influencers.

To support the influencer content we also produced daily bespoke content to tie into the weekly themes along with a Christmas Craft Series which demonstrated “how-to guides” and “crafting tips” on Christmas essentials. The Christmas Craft series included homemade Christmas cards and baubles, crackers, tutorials on wrapping and wreath making along with table setting and tinsels.

The Results:

The 8 themed weeks were all slightly different but all leant into the overarching message of “Spend a little, Gift a lot”. During this journey we collaborated with over 30 influences, who had a combined following of more than 620,000. The influencers alone produced more around 55 pieces of content which had over 42,000 engagements and an overall engagement rate of more than 6%.

In addition to the influencer content, we also produced more than 70 pieces of social media content, including 8 Christmas craft videos which had impressions of more than 228k.

The content had wonderful sentiment online and their content was further re-purposed across the social channels.