There are no specific restrictions on branded entertainment in the United States that had an impact on this campaign.

The campaign included 12 pieces of original content based on the gifts in the song, all designed to get people to fall in love with the song again. We created a wide variety of content to keep people engaged: from a children’s book for the partridge in a pear tree, to a 80s music video for the 3 French hens, to a short film for 7 Swans-a-Swimming. The content could be explored, along with the gift prices, on a content hub inspired by a classic advent calendar and was released on Facebook and Twitter over the course of 12 days.

The Great Carol Comeback received the broadest publicity and highest levels of engagement in the 31-year history of the Christmas Price Index, making it the most successful ever.

Campaign Results:

• Over 2.3 million views/engagements

• Over 23K people shared their favorite pieces of content

• 142% increase in site traffic over the previous year

• Over 2,400 teachers downloaded lesson plans (twice as many as in 2013)

• Over 1,000 media mentions for the campaign across print, online, and broadcast, with coverage by major national and international media outlets including Today Show, Good Morning America, New York Times, CNBC, Washington Post, and Daily Mail