For Christmas 2021 wilko wanted to connect with hardworking families across the UK and generate an emotional connection with the brand in the lead up to the Christmas period. Christmas time is always a hugely competitive period, particularly across the retail category. With the hope of a better Christmas for all after the disappointment of 2020, wilko wanted to find a way to stand out among the crowd. We wanted to create anticipation for families as we enter the festive season and support them with lots of little wins to help ‘Bring on Christmas’.
We briefed out Heart for a partnership that generated brand salience, as well as showcasing all the little wins and wilko products for a great Christmas. We wanted this to be impactful, featuring the wide range of Heart talent and clever content which showcased the little wins for the whole family.
What we did
From October to December, we ran three co-branded content campaigns including native articles edited by the Heart presenters, live reads and social support both from Heart and the talent. We also sponsored the Heart Xmas radio station across the period. Alongside this, we ran two competitions, a weekend promotion, and a breakfast promotion with Jamie and Amanda. The winners of the breakfast promotion woke up to a wilko branded van outside their homes with £2000 of wilko gifts and prizes delivered by Zoe Hardman and Christmas elves live on air.
The campaign has become one of Global’s top 10 best performing since records began (with wilko now owning three of these spots), and an overall opt–in rate of 52%. All digital touchpoints delivered outstanding results which surpassed all benchmarks, and the burst 2 newsletter was Heart’s most clicked email over the entire winter period. The presenter edited articles all delivered over 60k page views, nearly 3 times the estimated views. The campaign achieved just under 1.4 million in reach and over 2.5x the engagement vs. the benchmark for native articles, video and social content.