Elf on the Shelf
Sleighing Christmas Sales with Elf on the Shelf
The brief
We had our s-elves a very merry little Christmas with Elf on the Shelf - the US market leader in an increasingly crowded field of Christmas traditions. We were tasked with bringing the popular tradition to the forefront of UK audiences via social for the fourth year running.
Specifically, we wanted to break down common assumptions that staging “naughty Elf antics” is a stressful, time-intensive investment.
“We’ve been working with Engage for several years now. They really have taken the time and effort to learn the ins and outs of our brand, we really see them as an extension of our own internal team.”
Marcela Velez, Senior International Marketing Manager
Fritz Wonderworth reporting for duty
Equipped with our elf names (Fritz Wonderworth reporting for duty), we planned and produced a range of content solutions to bring the mischief to live via social. From Live Ask Me Anythings on Instagram stories, to trivia quizzes, countdowns, games, tips and tricks and a live viewing of Merry Movie night.
Our elves did everything we could to ensure the Scout Eleves kept their magic and ensured fans had a magical Christmas too.
‘Tis the season for optimisation
We utilised our platform tools and A/B tested along the way to refine and find opportunities to diversify our audiences and content to optimise ROI.
“Engage started our in-market social media channels from scratch and have built a very engaged and loyal community for our brand.”
Marcela Velez, Senior International Marketing Manager
Sold out on Day 1
The results are pretty magical if we do say so ourselves… Not only have we built their total UK social following from nothing to 150k in the last 2 years but the Elf on the Shelf box sets managed to sell out by 1st December. This rate of sale exceeded all expectations.
And that’s not the only present under the tree. We saw a 40k follower increase year on year, 120k engagements and a reach of over 752k across both Facebook and Instagram.
Let’s talk results
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40k
Follower increase YoY
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752k
Total reach
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0
Unsold Elves
“The team at Engage continue to support us fantastically with executing our social media brand building plan – managing, engaging with and growing our fan base, for over 4 years.”
Lewis Finch, Director of The UK Elf Store Ltd
