Case Study – Twelve Days of Christmas 2015

The Campaign

December 2015 saw the return of London Calling’s hugely popular Twelve Days of Christmas campaign for the third year running.

Every December, we work with a small, select group of clients to help grow their online presence by taking advantage of the seasonal excitement in the run-up to Christmas. 2015 was the campaign’s most successful year to date.

Each client benefits from a variety of digital activities to create an online buzz around their venue, events and products during the important period just before Christmas. We combine a number of digital strands to build brand-awareness as well as collecting high-quality data on behalf of the clients. We hosted an exclusive competition for each client, listed on the ‘Special Offers’ page of the website; the most visited page in December 2015. At the end of the campaign, the entrant data was passed on to the client, giving them access to a high-quality pool of people with a genuine interest in the organisation and its products.

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Newsletter promotion: From 1st to 12th December, we sent one solus email a day to our 34,000+ newsletter subscribers. Each email exclusively promoted one of the competitions, sending out a concentrated message about that offer and encouraging a direct click-through to the individual competition page.

5th day of Christmas 2015

We also promoted the Twelve Days of Christmas competitions through our social media channels to the 50,000 Facebook Likes and 34,000 Twitter followers we had at the time. Taking advantage of the popular hashtag #12daysofxmas meant that the competitions had great exposure during the lead up to Christmas.


The Results

As in previous years, Twelve Days of Christmas provided a strong structure which helped create a buzz around our clients’ compeittions. The promotion proved very popular on as well as across social media and the email newsletter.

The ‘Special Offers’ section of the website was hugely popular throughout the whole of December. The Twelve Days of Christmas competitions received over 25,000 pageviews between them, with the most popular competition receiving nearly 5,000 pageviews and finishing with more than 4,000 entrants – a fantastic end result for the client!

The email series achieved open rates of up to 13% and fantastic click rates of up to 6.5%. There were also a significant number of likes, comments and shares from our social followers throughout the 12 days. In addition, the reams of positive comments that each competition received showed that our readers were engaged and excited by the campaign.

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At the end of the campaign, each client was passed the data collected from their competition to add to their own subscriber lists. The competitions received an average of 1,350 entrants each. By offering an enticing and relevant prize, each client could ensure that the data they collected here corresponded to subscribers who were genuinely interested in their products and organisation.


The Clients We Worked With

We worked with a selection of fantastic partners on the 2015 Twelve Days of Christmas campaign including Old Royal Naval College, Central St Martins, Royal Philharmonic Orchestra, Stack Magazine, Society of London TheatresBrasserie Zedel, Kings College, and Morley College.


Upcoming Seasonal Campaigns

If you are interested in partnering with us for our 2016 12 Days of Christmas Campaign or our similar summertime campaign Midsummer Madness, give us a call on 0207 275 7225 or email and a member of our Client Services team will be happy to help!