The campaign produced promotional Christmas cards and an online site that consumers could engage with

Our brief looked to channel the humour and daring nature of the Harvey Nichols brand by focussing on those uncomfortable truths about Christmas consumerism that no other brand dares to speak. As such, while other brands talked about thoughtful gifting and togetherness, our creative idea focussed on the less pretty truth that a huge amount of people get presents at Christmas that they do not want and have no use for, yet few of us dare to be upfront with our friends and family and direct them to the gift we really want. Happily, in 2014 Harvey Nichols offered the perfect solution to this dilemma with “Could I Be Any Clearer” Christmas Cards.

Due to the limited production budgets, we worked extremely closely with the harveynichols.com digital team to produce the centre piece of the campaign, the onsite Card Creator. This was an extensive build involving amending every product page on the website to incorporate the Creator, ensuring that the product data and card design and copy would come together in every instance to create a highly sharable, funny piece of personalised content.

The final campaign consisted of:

o Onsite card creator (on harveynichols.com)

o Personalised Christmas cards sent via social media and email

o 30” teaser online film

o 2min online film

o Digital display ads

o POS communications

o Bespoke “Could I Be Any Clearer Christmas Card Collection” sold in-store

o OOH and print

- The campaign mechanic meant consumer generated content acted as product advertising on social media channels including Facebook, Twitter, Instagram

- Campaign mechanic drove consumers directly to the harveynichols.com to choose product to create their personalized card, generating increased traffic and introducing new consumers to Harvey Nichols experience and products

- Viral received a total of 781,339

- Total viral + teaser views: 791,816

- ROI of sponsored teaser film posts on Facebook: £11.82 (frequent customers that were targeted delivered an ROI of £88!)

- ROI of sponsored film posts on Facebook: £2.75 (frequent customers that were targeted delivered an ROI of £47!)

- Over 6,000 page and post likes on Facebook

- Average 0.05% click through rate on digital banners (industry standard is 0.01%)