The Challenge.
Increase brand recall during Christmas 2020 nationwide during the first year of Covid restrictions. We wanted to celebrate togetherness while people stayed apart; showcasing wilko’s Christmas range without driving in-store.
The Solution.
We harnessed user-generated “magical moments” from social media to shape our hero content, which was a bespoke Rube Goldberg machine featuring pets, baking and board games. Alongside this hero content we activated micro-influencers (from the network we had curated for wilko over the years) to produce “how-to” Reels that taught families to decorate, bake and craft under lockdown. We also launched an AR filter on Instagram and Facebook so wilko elves could dance into customers’ homes. Finally layering in paid media for organic assets to amplify reach, drive recalls and retarget engaged users with direct-response ads.
The Results.
• Recall rose from 3.9 pts to 10 pts.
• Influencer Reels: Nearly 1 million views.
• Hero video: 5 million views; 89× more shares; 15× more comments; 135× more reactions vs BAU content.
• 13,000 dances with our elves (AR filter interactions).
• £17,000 direct-response purchases
• 4.8 million overall reach
• Beat Facebook EMEA benchmarks by +28% for ad-recall, +280% for favorability, and +63% purchase intent.
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