The Best of Christmas by Salsa
BRIEFING
Salsa is one of the biggest Portuguese brands, with a strong national, and international presence in the fashion industry. Since its foundation, it has become a brand known for its denim, featuring a variety of technical products in its catalog, such as the Push Up, Push in, and Ergo.
For Christmas, the brand intended to strengthen engagement with its online community in Portugal, Spain, and France. The goal was to create several moments of engagement with current customersduring the holiday season, but also to bring new followers to its different social media channels.
SOLUTION
Based on the question “what can a brand do for its customers at Christmas”, we wanted to put the focus on the consumers, and on the ways they experience the holiday season. Under the concept “The Best of Christmas, by Salsa”, the brand was positioned as an enhancer of the Christmas experience, helping with the usual seasonal issues, like the bustle of shopping, or not knowing what gifts to ask for, or to offer.
LETTER TO SANTA
The campaign’s main initiative was an online model of a Letter to Santa Claus. In it, users were invited to answer a set of Christmas questions. Based on their answers, they were given a customized letter and a list of Salsa items fitted to their preferences. It could be shared by email with other people, also letting them know which Salsa goodies they could offer.
Additionally, the campaign also underlined what Christmas is all about by creating dynamic interactions on its social media.
On Facebook, daily challenges put the creativity of the Salsa community to the test!
From sharing recipes, Christmas selfies, decorated dogs and cats, and made-up songs, contestants saw these tasks as a chance to be rewarded with Salsa vouchers.
On Instagram, Salsa featured a game of “favorites” in the form of daily Instastories, alternating contest posts with fun posts. On contest days, followers had to vote between two submitted products, trying to be the fastest, so they could win them as a gift. On the remaining days, they only had to choose between two fun options, to uphold the entertainment factor of the platform.
RESULTS
- 53% increase in social media comments compared to the same period last year.
- More than 800,000 impressions on social media.
- More than 500 participations with content generated by followers.
- Engagement generation across 5 fronts: Facebook, Instagram, Website, Email, and SMS.
- Hundreds of gifts in the stocking of the Salsa community
