Creative 12 Days of Christmas content worked a ‘treat’ for much-loved family brand

NOTHING quite starts the New Year off with a bang like delivering outstanding results for a client and this year, digital PR experts at Holyrood PR nailed it.

We crafted and executive a simple but effective social campaign for our client Mackie’s of Scotland during that funny period between Christmas and early January where nobody knows what day it is.

We highlighted this time as a fantastic opportunity to tap into a new audience while also engaging with our current audience – the majority of whom probably spent most of their spare time scrolling through social media, with lockdown restrictions leaving little else to do.

We kept it simple and created a ’12 Days of Christmas’ which highlighted products, staff members, Mackies’ impressive environmental creds, and facts and figures which blew many people away. The campaign culminated with a grand giveaway of 12 bars of chocolate and 12 ice cream vouchers.

All posts were tied nicely together with a common theme and eye-catching image, enough to make 12 posts a dazzling success and delivered a whole host of incredible results, including:

• 42,356 total reach across Facebook and Instagram – 29,379 on Facebook and 12,977 on Instagram
• More than 100 shares on the final day of the campaign on Facebook
• Created 2,053 reactions
• Contributed to 161 new followers on Facebook and 52 on Instagram for the month of December

Not bad for a few weeks’ work!

The theme originally came from the old Christmas carol, ‘On the X day of Christmas my true love gave to me…’. With twelve days of content to prep, we made sure to pack each post with juicy behind the scenes content that would keep our audience engaged and coming back for more.

The cherry on top was the belated Christmas present for one lucky individual: the chance to win 12 bars of chocolate and 12 ice cream vouchers. We asked Mackie’s followers who they would share their prize with, and the rest was history. Hundreds of people submitted their responses, and we picked a lucky winner at random.

Giveaways are the perfect way to increase engagement, boost following and tap into new audiences – and let’s be honest, who doesn’t love to win something?

The reach of this campaign alone is pretty impressive; however it’s further amplified with shares to individuals Facebook profiles and Instagram stories – each of which puts Mackie’s in front of new potential customers, followers and fans.

In addition, we posted at a specific time every day for 12 days. While this helped followers keep up to date with what we were posting, it also allowed for Mackie’s to benefit from posting at the time of day their followers are most active – a crucial way to increase engagement.

Seasonal content has that sense of urgency and excitement which tends to make many followers enter and share instantly. This digital success highlights how to take advantage of a festive celebration and use it to create a social media storm.

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