Ahead of the Christmas season we used Facebook’s 360 images to reveal a side of the holidays that most of us never see.

At first glance, our posts looked like happy holiday cards. But once users engaged the 360 feature to further explore the images, the true plight of these families was revealed.

Each of the images was shot in a real Canadian home where a family is struggling to make ends meet.

Increase in donations year-over-year by $1.5MM ($22M to over $23.5M - 7% increase year-over-year), when charitable donations are at a 10-year low in Canada.

On Facebook, CTR increased significantly month-over-month from 0.78% to 2.22% (industry average is 0.6%), increasing month-over-month conversions from by 594%.