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Special Project

Special Project
From the 9th Annual Shorty Awards

Countdown to Christmas 2016

Entered in Multi-Platform Campaign


Reinvigorate our audience of W25-54 that Hallmark Channel is back with a packed schedule of movies this Christmas.

Position Hallmark Channel as the prime destination for Christmas to view content with family and friends.

Strategy and Execution

A comprehensive social media year-long campaign that covered the following:

Live-event support: Coverage of live events on Facebook, Twitter, Instagram and Snapchat. Custom Snapchat filters were also created for each event.

Social Content: Capitalize on trending hashtags and content such as branded mages, videos, gifs, memes, motion posters, Countdown to Christmas posts and holiday recipes throughout the season to engage the audience and keep Hallmark Channel top-of-mind.

Giveaways: Giveaways with signed posters/books /scripts from the film. Also partnered with Hallmark Cards to do a 35-package Hallmark Keepsake ornament and Hallmark Christmas tree seasonal giveaway, which performed well.

Social Interactions: Holiday social media experiences such as Season Your Selfie with festive filters, A Most Wonderful Mantelpiece for Christmas to customize your family photo and mantelpiece, Fan Favorite Top 10 list of romantic couples from Christmas films, the Thanksgiving and 12 Days of Christmas stunts resonated well with our audience and had a lot of engagement.


•Total social media impressions grew by more than 50% compared to last year

•Engagement was up nearly 75%

•Organic views were up 190% YAG

•Twitter had 13% increase in active contributors helping to grow total tweets up 43%.

•Instagram grew 85% with 42% more engagement

•Crown Media had the highest ever impressions, total engagements and video views for Christmas

•Crown Media broke ratings records every weekend!


Video for Countdown to Christmas 2016

Entrant Company / Organization Name

Crown Media Family Networks


Entry Credits