Santa's Wonderland is an event hosted in November and December at 79 Bass Pro Shops locations in the U.S. and Canada. The event offers the opportunity to experience a sprawling Christmas village featuring free photos with Santa and free family holiday activates, crafts and games. Our campaign objective is to inform customers of the event components and event Schedule. Plus drive them to the event at our retail locations—all while spreading Christmas cheer!
Our social strategy for Santa's Wonderland is to expose the event to as many people as possible and inform our customers about event details (days/hours of operation, activities available, etc.) Our social listening team monitors user-posted content and engages if necessary to assist.
We focus on four channels: Facebook, Twitter, YouTube, and Snapchat. Each with the goal of informing customers about the event with shareworthy content that will entice them to share with family and friends.
With over 3 million followers, Facebook is our largest social component. In addition to our main Facebook page, each of our 79 participating retail locations has its own Facebook page, providing two ways to promote Santa's Wonderland to our customers.
All of our Santa's Wonderland posts include our #ShareTheWonder tag. We promoted user generated content on this platform more than any other. Our goal on Twitter was to keep our followers up to date on our events.
YouTube
Several short-format video spots (:15, :30) were created to promote Santa's Wonderland, focusing on Santa having fun exploring our store and interacting with children he meets there. At the end of the videos, we reiterate that Santa's Wonderland provides free events and activities for the whole family to enjoy.
Snapchat
Using a custom Snapchat filter featuring the Santa's Wonderland logo and geofenced to our retail locations, customers were able to share their Santa's Wonderland experience.
Key Features
- Beginning in early November, we began a mini-campaign concentrating on Santa's Arrival--the beginning of the event where customers get to see Santa arrive at Santa's Wonderland and kick things off.
- Once Santa's Wonderland kicks off in early November, the event is active every day through December 24. As usual in most retail locations during the holidays, weekend traffic is higher than during the week. In order to give customers the best Santa's Wonderland experience, we schedule our social posts timing and content to suggest coming to the store during the week to avoid the weekend crowds.
- Most of our social posts are done at the high-level brand tier to reach the most people, but we also push these posts to our local pages on Facebook. Receiving content from a local entity gives customers a more inclusive perspective and reminds them they are a part of our local fan base.
- A key component of all customer contact is to make sure that they are aware of the event schedule. If you're bringing the family to see Santa, we want to make sure you are there when he is there! Most customer contacts include a link to our Santa's Wonderland Sitelet on basspro.com where all event details and schedules are easily accessed.
-As a retailer, customer service is very important and we had a social team responding to any sort of trouble from the stores to then communicate to the stores and try to resolve it in a timely manner.
Results:
