ActionAid’s revolutionary ‘Yours, Mrs Claus’ Christmas campaign unveiled a brand new approach to audience engagement using the digital medium of the moment – clickbait.
We knew that simply sharing our content over owned media wouldn’t breakthrough the peak Christmas marketing noise, especially for our young target audience; we needed a bold, new concept that could compete with the multi-million pound campaigns of the corporate sector.
The campaign worked by hiding its content in attention grabbing clickbait articles before the real purpose was swiftly unveiled: an invitation to join the Mrs Claus & ActionAid community to support women and girls living in poverty at Christmas.
The content for Yours, Mrs Claus was written by a combination of A-List influencers including Jo Brand, Emma Thompson, Jessica Fox and Caryn Franklin and a special selection of the inspiring women and girls ActionAid works with everyday across the world.
The combination of innovation, humour and inspiring stories delivered unprecedented levels of engagement and helped the organisation smash its Christmas fundraising target by 112%.