Hipster Santa was the contemporary answer to the traditional Santa, and every bit as progressive as the mall itself.

Rather than using an actor in a costume, Hipster Santa was a real live person, living in a mall at the heart of a real community. Every aspect of him was real from his clothes, to his beard, all the way to his love of coconut water and gluten-free macarons.

The campaign was tangible, personal, relatable and connected with the young and hip people living around it. The mall became a goto place to shop and meet Hipster Santa.

Mall Foot traffic increased by 137% over its first Christmas period having only opened in October.

Sales increased by 213% in the month of December and the ‘Approved by Hipster Santa’ items sold out.

He was picked up on national television and print, covered on blogs all around the world with a total reach of 21,276,220 and a PR ROI of 16:1.

Over 1,400 mentions on Twitter, Instagram, Tumblr.

And in the ultimate test of internet success Hipster Santa became his own meme.

You might even say he went mainstream, although he wouldn’t be too happy to hear that.