ONCE UPON CHRISTMAS – CH
Christmas campaign fully based on fans engagement and on Timeline contests
DANETTE / ONCE UPON CHRISTMAS – CH
KRDS Scope
Brief
Last December, France’s favourite dessert brand, Danette, has teamed up with KRDS to offer the brand’s 1.7 million Facebook fans a very unique experience.
Concept
What we came up with? An extraordinary participative Christmas adventure for Danette’s fans, called “Once upon a time, there was christmas”! Each day from December 1st to December 25th, fans were to help Ludo the elf to investigate and find Santa’s disappeared Danette desserts back. Fans were also invited to solve riddles,contribute to investigations and take part in Timeline contests. On several posts, they were to decide the next step of the story, which was then rewritten in accordance with the majority of fans’ responses.
Results
Danette has won almost 10 000 fans in December thanks to the campaign. Over 11 000 fans have posted comments related to “Once upon a time, there was Christmas”. On December 24th, Danette invited its fans to send a letter to Santa to win tablets. Over 1000 fans made the effort and inboxed their personal christmas wishlist! The average reach has been multiplied by 2.3, while at the same time, the number of engaged fans has been multiplied by 1.4 and interactions have been multiplied by 1.8. Finally, thanks to the campaign and thanks to media purchase, more than 500 000 Danette fans have been reached during that month, which is 4 times more than every other month in 2013.
