Case Study – Twelve Days of Christmas 2014


“The 12 Days of Christmas promotion was a great way to promote last year’s festive show in the Sam Wanamaker Playhouse. It got us plenty of attention and was a great way to remind people we were staging something a little different.”

Chris Adams, Marketing Manager at Shakespeare’s Globe


“Working with London Calling’s 12 Days of Christmas campaign helped to increase our brand’s presence on social media around our most important time of year.”

– Samar Hasado, Marketing & Partnership Coordinator at Society of London Theatre



The Campaign

In December 2014, we ran our hugely popular Twelve Days of Christmas campaign for the second year in a row, working with a small, select group of clients.

This campaign was created to help clients grow their online presence by taking advantage of the seasonal excitement in the run-up to Christmas. By integrating a number of digital elements in the campaign we ensured that clients would benefit from a range of online exposure and improved brand-awareness as well as collecting high-quality data to grow their own email subscriber lists. For each client, we set up an exclusive competition designed to target people with a genuine interest in the organisation and its products. Each was listed on the ‘Special Offers’ page of the website; the most visited page in that month.

London Society of Theatres Competition


Newsletter promotion: A dedicated email was built for each competition, sending out a concentrated message about that offer and encouraging a direct click-through to the individual competition page. We sent one solus email a day to our 26,000+ subscribers from 1st to 12th December.

12 Days of xmas email campaign


Social media promotion: We promoted each competition on social media to the 45,000 Facebook Likes and 24,000 Twitter followers we had at the time. Taking advantage of the popular hashtag at the time #12daysofxmas meant that the competitions had great exposure during the lead up to Christmas.

Screen Shot 2015-09-15 at 12.04.54


The Results

The seasonal campaign provided the ideal structure to create a buzz around the exclusive competition prizes our clients had provided. The promotion was very well received by our website users, social followers and email subscribers.

Throughout December, the ‘Special Offers’ section of the website became hugely popular. The Twelve Days of Christmas competitions received over 18,000 pageviews between them, with the most popular competition receiving 3,800 pageviews and finishing with more than 2,500 entrants.

The email series proved very popular, with open rates of up to 13% and click rates of up to 4%. On social media, there were 117,500 impressions shared between our posts about the campaign. There were also a significant number of likes, comments and shares from our social followers throughout the 12 days.

Each client was passed the data collected from their competition to add to their own subscriber lists. The competitions received an average of 1,130 entrants each. By offering an enticing and relevant prize, each client could ensure that the data they collected here was for genuinely interested subscribers.



The Clients We Worked With

We worked with a number of fantastic partners on the 2014 Twelve Days of Christmas campaign including Shakespeare’s Globe, Heatherley’s School of Fine Art, Jo Hutchinson International, London Chamber Orchestra, Floridita, ArcelorMittal Orbit, Society of London Theatres, and more.


12 Days of Christmas Campaign 2015

If you are interested in partnering with us for our 2015 seasonal campaign, please give us a call on 0207 275 7225 or email and a member of our Client Services team will be happy to help.