Jake Camacho posted on 15 December 2017
Ah yes – it’s that time of the year.
As carols begin taking over the radio waves and people flock to their local shopping center in search of Christmas gifts and goodies, December inevitably brings a wave of holiday-themed social activity from brands.
Of course, some do it better than others. From travel brands to F&B chains, there are always a few campaigns that stand out from the crowd. We love a good roundup over at Locowise, so we’ve put together a shortlist of some of our favorite social campaigns by brands in the Asia Pacific region. Let’s dive right in!
A Very Merry Mistake
Air New Zealand’s social campaign, A Very Merry Mistake, has drummed up a sleigh-load of hype on Facebook with its hilarious concept. The campaign is based around a piece of video content in which Santa Claus misinterprets the New Zealand accent, leading to a host of far-fetched Christmas gifts.
The video is brilliantly executed and we love the fact that the whole concept is tailor-made for the local audience. It’s the type of content that’s crying out to be shared. The engagement figures back this up – at the time of writing, the video has received 3.1 million views and over 100,000 engagements, of which an incredible 50,000 are shares!
Although the video is the centerpiece of the campaign, Air New Zealand hasn’t stopped there. They’ve supported the campaign with a themed cover photo, and even used Facebook’s new polling feature (which we covered in The Drilldown: Episode 1) to ask fans about their favorite character from the video. The poll received an impressive 1,300 votes.
Well known for their Christmas campaigns, we always expect to see good work from Starbucks at this time of the year. This year, the coffee chain hasn’t disappointed with the introduction of its ‘Give Good’ campaign, which is currently being rolled out worldwide. Centered on the very Christmassy idea of giving, each global market has put its own twist on the campaign, and we’re particularly interested in the work Starbucks Singapore has done on Facebook.
As part of the wider campaign, Starbucks Singapore partnered up with the Salvation Army for a special ‘Christmas Open House’ event where all proceeds from Christmas drinks were donated to directly to the charity. They promoted this on Facebook via a video post featuring representatives from the Salvation Army, along with interview clips of people who would stand to benefit from the program.
In a season where most brands are looking to cash in on the holiday hype, it’s refreshing to see a campaign that focuses on giving back. The post received more than 30,000 views, 1,000 engagements, and 250 shares.
Giving You Christmas
Japanese retail company, Muji, have a huge Asia-Pacific presence. With stores in 19 countries within the region, it only seems natural to run an online campaign during the festive season! That’s exactly what they’ve done in Hong Kong, where they’ve launched their ‘Giving You Christmas’ campaign.
Muji Hong Kong has a fairly significant following on both Facebook and Instagram (51,000 and 25,000 fans respectively), and this year, the brand is using its social channels to drive its fans to a Christmas-themed game mechanic . ‘Giving You Christmas’ is an online memory game where users can win presents for friends or loved ones. The goal: finish the game in the quickest time possible for a chance to win.
Muji kickstarted the competition on December 1st and it’s beginning to build some attention on the Muji Hong Kong Facebook page. Currently, it’s the page’s best performing post this month, although it’s still early days with an engagement rate of 0.12%. The brand is keen to drive participation by formatting the Facebook Page to reflect the website, and even pinning the competition launch post to the top of the Facebook page. They’ve also promoted the campaign via their Instagram profile, where their profile URL drives users to the game on their website.
Once again, Christmas is all about giving. By offering the chance to win a prize for someone special, Muji has created a great incentive for its fans to get involved.
The More The Merrier
During the festive season, supermarket brands always know how to capture an audience’s imagination, and Aldi Australia is no exception.
This year, Aldi launched its ‘The More The Merrier’ campaign with a great commercial. The 90-second extended version tells the story of one man’s obsession with winning backyard cricket over the course of 40 years. This more relaxed version of cricket is a big deal and a beloved tradition for many Australians, bringing families, friends and communities together – which makes it a compelling subject to feature in a Christmas ad. Like the Air New Zealand campaign, it’s another great example of content that’s aimed directly at the local audience. Instead of a snowy winter wonderland, Aldi have chosen to go down a route that’s quintessentially Australian.
The video has received over 38,000 views on the Aldi Australia Facebook page, triggering more than 300 engagements. Nostalgic fans, ready for a traditional Australian Christmas, also took to the comments section, contributing to the the post’s impressively high sentiment score of 94.
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Happy holidays from all of us at Locowise!