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 their 12 days of Christmas giveaway ideas.
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 share great 12 days of Christmas giveaway ideas!
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. We will show you 6 brands that found the Magic of Christmas. So play some Christmas carols, pour a cup of mulled wine, and here we go…
Tombow USA and their Instagram 12 days of Christmas
Tombow is an art and craft brand known all over the world. As part of their Christmas campaign, Tombow wanted to give back to their online community. In order to do so, the brand ran 12 days of Christmas giveaways on Instagram.
To offer attractive prizes, the organizers collaborated with artists and other brands and created prize bundles which successfully appealed to their target audience.
Tombow followed a consistent design, and the entry requirements were always easy. Users were always asked to follow the organizing accounts and comment on the post.
Would you like to find out more about how Tombow USA boosted engagement with 12 days of Christmas giveaways on Instagram? Head to our success case to find out more!
Risata Wines and their 12 days of Christmas marketing idea
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. Comment contests on social media encourage interactions and therefore boost social media engagement. Giveaways with open-ended questions work especially well, as they start real conversations between the brand and customers.
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 its marketing objectives. With Facebook contests, they increased engagement and learned more about customers’ opinions and lifestyles. Next, they ran a giveaway with a 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.
Not Your Mother’s and their Christmas Facebook giveaways
Not Your Mother’s is a Millenial health and beauty brand that’s been making waves in the US market. Their hair care products are gluten-free, cruelty-free, and almost all vegan.
NYM has a strong relationship with its customers, with over 117,000 Facebook followers and another 131,000 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 contests to showcase popular and upcoming products. Not Your Mother’s Instagram audience is on constantly growing and for this reason, the brand also ran a 12 days of Christmas giveaway on their Instagram account. Note how visually consistent were all the giveaway posts. It was a great way to help followers spot the daily sweepstakes.
Celebration Talent Competition and Facebook comment contests
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.
They decided to run 12 days of Christmas giveaways to reward their Facebook fans. The brand 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 and Christmas giveaways on Twitter
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.
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.
Throughout the 12 days of Christmas giveaways, Kubota mixed up their strategy with a range of different prizes.
For example, they gave away 2 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.
Pobjoy Mint organized a writing contest as part of their Christmas campaign
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.
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 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, advertise 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.
Do you have questions about 12 days of Christmas giveaway ideas? Don’t hesitate to Online Chat with us!
Corinna KeefeContent marketer at Easypromos
Publication date: 2018-11-23