Problem

Every year, tlc stores are crowded at christmas time. But empty out just after december the 26th morning

Challenge

Leverage on the facebook fanpage "Vodafone Unlimited" to fill Vodafone stores even after christmas with a social media campaign based exclusively on social media.

Objectives

To keep the community alive and active over christmas and turn all this social engagement into store traffic

Implementation

First, in collaboration with the jackal, the most popular Italian social-media influencers, we created a branded content video on our Facebook fan page about the worst things that can happen at christmas time in Italy

The second video was about the very worst thing that can happen at Christmas: receiving awful presents. At the end of the video, we invited Vodafone Facebook fans to share photos of the worst gifts they received.

We shared a third content with a hit parade of their worst gifts.

Finally we launched the activation "the Christmas Exchange".

We invited people to register on our Facebook tab and go to our stores to exchange their nasty presents for a Vodafone gift: 1 free giga of web-traffic.

Timeline

18 December - 11 January

Placement

Facebook Fanpage “Vodafone Unlimited”