THE PROBLEM

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My team's challenge was to catch the eye and win the hearts of busy parents, overwhelmed by busy newsfeeds, by relentless Christmas ads clamouring for attention, and by rising bills in a brutal cost of living crisis. We had the tricky task of cutting through the noise, to entice families to bring magic to their Christmases - and to vulnerable children - by buying a Letter from Santa for their little ones.

 

THE SOLUTION

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The NSPCC's Letter from Santa product was a win-win, and that was its USP. Not only could it bring magic to their donors' children, but to children who desperately needed support. I lent into this, drawing on the unique core benefits that made this letter above all letters so magical for children, and combining these excellent benefits with that feel-good element - the chance to be here for all children.

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I wrote a messaging toolkit alongside a script for social, social static ads and display ads, so the team at NSPCC could keep the campaign consistent across all of their channels.

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