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TURNING The CHRISTMAS GIFTING IMBALANCE INTO A NATIONAL DEBATE

Challenge

Homesense wanted to drive awareness and fame during the Christmas gifting period. Following a nationwide survey that revealed 61% of Brits feel they shoulder Christmas alone – rising to 76% of women, versus 40% of men – we realised there was an opportunity to position Homesense as a brand that makes the festive season more enjoyable for everyone.

Activation

We created a campaign, fronted by Angela Scanlon as Homesense’s Chief Gift Shifter, that inspired everyone to share the load and shift how they gift for good.

We created a Gift Shift Guide, shared through owned channels and the media, featuring a clever formula and curated bundles for the hard-to-buy-for.

Data insights shaped every element of the campaign, from comms messaging and user-generated content for Homesense’s owned social channels to influencer- and talent-led content. By working collaboratively from the initial idea through to execution, we ensured all touchpoints were cohesive. Media coverage, interviews, owned social, talent posts and influencer activations came together to deliver a truly integrated campaign.​

Impact

A national conversation about who picks up the workload at Christmas, revealing who really makes Christmas happen, with Homesense – the new home of seasonal enjoyment – at the heart of it all.

217+
pieces of coverage
Top-tier coverage from The Mirror, The Daily Star and others
24
influencer and social activations in week one
100
of social and influencer posts went live as scheduled
A young woman with vibrant red hair crouches on the floor, eagerly reaching towards brightly wrapped presents stacked above her. The setting features a decorated Christmas tree adorned with ornaments and twinkling lights, while a glowing fireplace adds warmth to the festive atmosphere, complemented by a colourful bauble nearby.
A young woman with flowing auburn hair is joyfully surrounded by festive gift boxes in vibrant red and white stripes. She wears a cozy cream sweater adorned with Christmas motifs. To her left, a decorative nutcracker and a cheerful mug complete the holiday scene, illuminated by twinkling lights from a lush green Christmas tree.
A young woman with auburn hair sits on a plush, cream-coloured rug surrounded by an array of brightly wrapped gifts in bold red, green, and striped patterns. She wears a cosy sweater decorated with festive motifs, while twinkling lights reflect softly off a Christmas tree in the background.

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