A Christmas social media campaign
Manor, a leading retailer and e-commerce player in Switzerland, brought back its successful special Christmas tale from last year. This time the main star of the campaign was the cute character Elfred. The little elf was featured in Manor’s main spot entitled “The Gift,” once again how highlighting how Manor can make magic happen for Christmas.
On Social Media, Manor aimed to reach a large Swiss audience and engage them with the story of the little elf, while driving online and offline sales during Christmas.
Social Media Brand Activation
To delight all Swiss shoppers with Manor’s Christmas tale, SQLI Switzerland told the story through an engaging social media campaign on Facebook and Instagram, inviting the audience to jump into Elfred’s universe by becoming elves themselves.
Throughout the campaign, people could turn themselves into elves by making themselves look like Elfred with a Facebook AR filter created for the campaign and publishing their selfies on Facebook. The campaign also featured an elf name generator to rename thousands of users with cute patronyms like “Isabelf Tannebaum”.
Each participant was given a Manor elf certificate to share with family and friends. With more than 450'000 captures using the filter, thousands of shares, and a high percentage of viral reach on every post, Swiss users reacted enthusiastically and played at length with the content.
Several other posts were crafted and published over an 8-week long campaign to play with the elf universe in funny ways, including carousel ads, interactive stories, gifs, memes, playlists, etc. Two DIY videos: “gift wrapping tutorial with Elfred” and “the Manor special advent calendar” were produced for Facebook and completed the brand activation.
SQLI Switzerland also managed and optimized social media advertising during the campaign with Instagram Ads, Facebook Ads and retargeting. SQLI worked with social media data management tools like Facebook Analytics to analyze the full customer journey and identify relevant optimizations based on omnichannel data.
Social Media Results in Switzerland
- Reach: 2.8 million
- Impressions: 30 million
- Video views: 3.6 million
- Engagement (Instagram likes, comments, shares, reactions): 99'000
The average online revenue per paying user was 28% higher for people who reacted to the social media campaign than users who did not. It went up to 40% higher for people who shared one of Manor’s post during the campaign compared to people who did not.