Posted in: EventsLast update: 23/11/18
Christmas: season of goodwill, generosity, and gifts. Consumers start their Christmas shopping as early as October, and more than 60% of UK shoppers will begin their search online. Here are 5 brands that got online followers, leads, and sales, with 12 days of Christmas giveaways.
In the Western world, Christmas falls on 25th December – but in fact, the holiday lasts much longer. Most people put up their decorations and start their celebrations as soon as Advent begins. And once Christmas Day comes around, the festive season actually lasts until January 6th: the so-called 12 days of Christmas. That’s good news for brands and marketers, because you want to get the most out of the Christmas shopping craze. So it’s time to embrace the tradition of 12 days of Christmas giveaways.
Of course, we wouldn’t recommend giving your followers three French hens and a partridge in a pear tree. Instead, you could share discounts, product samples, or special treats for your most loyal customers.
In this post, we’ve collected a few of the most creative examples to inspire you. So play some Christmas carols, pour a cup of mulled wine, and here we go…
5 brands that found the magic of Christmas
1. Risata Wines
Risata Wines is a luxury beverage company, importing premium wine from Italian vineyards to the United States. Since 2006, the brand has grown to be the most popular Moscato d’Asti on the market. It appeals to customers as an accessible, affordable brand that adds a touch of luxury and joy to any occasion. Even the name “Risata” means “laughter” in Italian!
In 2017, Risata Wines decided to celebrate the 12 days of Christmas on Facebook, where they have a strong community of almost 200,000 followers. They used a simple Facebook comments contest – followers just had to answer a question to take part.
Risata Wines’ target market is principally women who appreciate good value and the little luxuries in life. So they chose a series of prizes that would appeal to their customers’ tastes.
They used gift cards as an easy, versatile way to share prizes over the internet. And they teamed up with foodie, fashion and beauty brands, such as Target, Lush, and Hello Fresh.
As the contest progressed, Risata Wines expanded their marketing objectives. With the Facebook contests, they increased engagement and learnt more about customers’ opinions and lifestyles. Next, they ran a giveaway with registration form to collect followers’ email addresses and contact details, adding more value to their leads.
Throughout the 12 days of Christmas giveaways, Risata Wines used consistent branding and design. So their followers could easily find the giveaway post for each day.
Finally, they finished the 12 days by thanking everyone who had taken part – and promising to share more prizes in 2018.
2. Not Your Mother’s
Not Your Mother’s is a Millenial health and beauty brand that’s been making waves in the US market. Their haircare products are gluten-free, cruelty-free, and almost all vegan.
NYM has a strong relationship with its customers, with over 100,000 Facebook followers and another 50,000 on Instagram. They run regular challenges and rewards on their website – plus exclusive giveaways for social media followers. So 12 days of Christmas giveaways on Facebook made perfect sense.
They kept things simple, with fun Christmas-themed questions such as “What’s your favorite holiday song?” Right from the first post, they received thousands of reactions and comments – as well as hundreds of spontaneous shares.
NYM used the contests to showcase popular and upcoming products. At the end of the 12 days of Christmas giveaways, they rounded the promotion off by sharing a full set of new products. So although not everyone could win a prize, all their followers heard about the latest releases from NYM.
3. Celebration Talent Competition
Celebration Talent Competition organizes talent events and competitions all over the US. They run hundreds of junior and family-friendly contests each year, providing a safe and positive environment for young dancers to show off their skills.
CTC boasts 10,000 followers on Facebook and Instagram. Last year, they decided to run 12 days of Christmas giveaways to reward their Facebook fans. They came up with an original idea: people just had to comment to join the contest. But each day, their comment had to include a different contest keyword.
They received a huge volume of comments and reactions, with every follower sharing an original idea, opinion, or Christmas message. Some attached photos to their comments, or tagged friends in their stories.
CTC chose smart prizes that would appeal to their customers. Each day, they shared a valuable prize that would be genuinely useful: a new set of speakers, stage make up, or dance gear.
Kubota is a leading agriculture and water solution company, operating in more than 100 countries, and with over 100 years of experience. Their United Kingdom branch has a strong online presence, popular with followers on Facebook and Twitter.
In 2017, they decided to create 12 days of Christmas giveaways on Twitter. The micro-blogging network is very popular with consumers and professionals as a way to share information, contact customer service, and make industry contacts. So Kubota decided to share a series of carefully-targeted prizes that would appeal to their customers and leads.
They started by teasing the promotion in a series of tweets, reminding their followers to check back for more information.
They even posted some messages, asking followers what they wanted for Christmas – and hinting at one of the biggest prizes on offer:
Throughout the 12 days of Christmas giveaways, Kubota mixed up their strategy with a range of different prizes.
For example, they gave away two pedal tractors on Day 9. But on Day 4, they shared a smaller reward: 7 comfort packs for drivers, including useful little gifts such as warm hats and car scrapers.
5. Pobjoy Mint
Pobjoy Mint is the largest private mint in Europe. As well as working with hobbyists and coin collectors, they produce custom coins for governments, banks, and brands all over the world.
As their work is highly specialized, Pobjoy Mint can rely on a close-knit, well-informed community of followers. That’s why they decided to make their 12 days of Christmas giveaways into a series of expert challenges. Each challenge fulfilled a different marketing objective, too.
The 12 days started off with this picture quiz. In order to enter a prize draw for Pobjoy Mint products, participants had to find the Christmas penguin in this image. Good luck – we’re still looking!
On Day 3, they created a writing contest, with a generous gift card on offer. Participants had to choose three items from the Pobjoy Mint online store, and explain why those products were on their Christmas wishlist.
This was a great way to find out which products were most popular, capture leads, and learn more about customer preferences. (You could do the same thing with a survey, too.)
And on Day 6, the brand quizzed loyal customers about the history of Pobjoy Mint itself. This was another a clever strategy to drive traffic to their website.
Run 12 days of Christmas giveaways with free templates
Now you’ve seen how these brands used 12 days of Christmas giveaways to increase engagement, survey customers, advertize products, reward loyalty, and drive web traffic. And guess what? If you want to enjoy those benefits, it’s easy to create your own promotion.
Check out our Christmas website, where you’ll find guides and resources to run all kinds of seasonal giveaways. Whether you choose 12 days or a full Advent Calendar, Instagram contests or Pobjoy-style challenges, you’ll find all the help you need. Merry Christmas!
English copywriter at Easypromos marketing team