Christmas campaign for “de Bijenkorf” generates snowball effect
1,160,404 people experience a white Christmas
At Christmas time, luxury department store “de Bijenkorf” wants to have a top-of-mind position with every Santa Clause in the country. But how to get there? By creating a Christmas greeting that is so much fun people are self-driven to share it. We translated the nostalgic snow globe to your smartphone. As many as 1,160,404 people shook their mobile phone and experienced the Bijenkorf Christmas feeling with this Christmas campaign.
Shaking your smartphone for a white Christmas
How does it work? You choose a picture and upload it to your snow globe. You drag or expand the picture as you wish, and position it to make it look good inside your snow globe. Write a Christmas greeting and share your snow globe on Whatsapp, Twitter, Facebook, or by email. Your friends and family receive an appealing message that invites them to check out your snow globe. Simply shake for a white Christmas. In total, close to 110,000 snow globes have been created.
The simpler the better
You don’t need to explain people what a snow globe is. For many of us, they created fond memories of shaking – with amazement in our children’s eyes. When you see the Christmas campaign, you immediately understand how it works. Its traditional appearance and warm-heartedness, as well as the globe’s simplicity, ensure excitement about the Christmas campaign among a large target audience.
Seeding with Facebook and newsletter
De Bijenkorf launched the Christmas campaign with a post on their fan page, sponsored posts, and by including an item in their newsletter. Thanks to an active online strategy, posts are very well received by followers. An online impact like this cannot be achieved from one day to the next – it requires long-term, day-to-day efforts.
Facebook remains most important
Users were offered several ways of sharing the snow globe with friends and family. We expected WhatsApp to be most popular, but Facebook continues to prove its viral potential. On Facebook, people have a lot of friends that can be reached with a single share. On average, recipients opened and viewed their snow globes eight times.