The publishing of video content on Facebook exploded in 2015, with publishers like LadBible and Buzzfeed finding, producing and sharing huge amounts of video content into newsfeeds. But brands were still focusing on YouTube as a primary video content platform.

The triggers of Facebook are different. It’s about discovering something intriguing in your newsfeed, and using the silent autoplay opening to pull people into the story.

This was the first time a UK brand had followed the behavior of these publishers in the subtleties of how to launch a piece of specially conceived Facebook branded content to gain such huge cultural traction.

Everything about film was tested and optimised for Facebook platform, from the first 5” of silent autoplay, title of the video post, etc. We behaved like Buzzfeed: everything we did was about making this film a “scrollstopper” in your feed. We targeted Dad, children of Dads and wives of Dads in different postings so audiences could relate to the comedy film in different ways.

A suite of assets allowed us to amplify across supporting posts/platforms (funny GIFs, images, inteviews, etc). We made the music a free download so you could Dad Dance at home or office (in your Christmas Jumper!).

WE HAD 2 MILLION VIEWS IN JUST TWO DAYS.? 28 MILLION VIEWS BY THREE WEEKS - the film extensively ripped & re-posted by fans.

This film was securing MORE SHARES THAN LIKES on Facebook. People were leaping to share the film with others before they even liked it. WITHIN TWO WEEKS THE FILM HAD BEEN SHARED OVER 1/2 MILLION TIMES.

THE MOST SHARED BRAND FILM IN THE UK FOR A WHOLE WEEK IN DECEMBER and all of this driven organically. Social sentiment was tracked at a staggeringly 99.8% positive.

The Telegraph declared, “Is this the best festive advert?”. A barrage of global coverage ensued, generating over £3.5m of PR and media value.

The “Christmas Jumpers” performed live on ITV’s Good Morning Britain on Christmas Eve. They have also reached the finals of Britain’s Got Talent 2015 (broadcast June)

The content had a direct impact on sales. Sainsbury’s fronted its entire Q3 trading statement with the surprise success of Christmas Jumpers. This led reporting and commentary across BBC1 News, CNBC, the FT and other city pages. Shares jumped 4%! Sales units of Christmas Jumpers were up 116% YOY - cash sales up 120% YOY to £4.2m.