2022 Advent Calendar Marketing Campaign

2022 Advent Calendar Marketing Campaign

View profile for Maddie Platt
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Wow, 2022 marked eight years of our infamous advent calendar – and it was our most entered year yet!

First, let me start by thanking all the wonderful companies who took part in 2022. We really appreciate your ongoing support and partnerships!

This year was my first year organising the advent calendar from start to finish and boy was there a lot of detail to go into! But it’s safe to say it paid off. There were 23 prizes up for grabs, plus a bonus prize if you entered the draw every day – and 98 people did!

We had over £2,500 worth of prizes plus a £500 case of Veuve Clicquot as the bonus prize. This advent calendar’s prizes were again, all things you must be drink, eat, donate, or play with it. The gifts ranged from adopting a penguin, a jeroboam of champagne to planting trees on the winner’s behalf. To see the full list of prizes, scroll down.

And to really drag out the advent calendar fun, we announced the winner of the bonus advent calendar prize live on a Zoom call. It was well attended, but sadly our winner was not there Ito accept the prize and receive the death stares from a few people in particular who really wanted to win!

How It Works

The structure is simple, one prize a day, with each prize being announced on the morning it can be won. Website visitors then have until midnight to enter the prize draw.

Each day on average we emailed 2,738 contacts and on Conscious prize days, as many as 3,347 contacts. With the option to unsubscribe, people could opt-out of those emails, we only had an average of four people per day who unsubscribed. Leaving us with a list of 2,645 by the last day of our Advent Calendar.

We also promoted our competition on our company social media pages, as did our sponsors, with 1,768 followers on LinkedIn and 2,862 on Twitter, this made our social audience 4,630. Not only this, but our prize sponsors advertised their prize days on their social accounts, along with our winners who celebrated their luck. Across the whole campaign, the advent calendar landing page displaying our sponsors’ logos was viewed 26,090 times, unique views were 13,473.

And we got some great user-generated content on various social media platforms.

*Total entries included duplicate entries (very sneaky) - and those who didn’t ‘qualify’.

Our most entered prize was a Fortnum and Mason Orange Hamper – but this prize was donated to us and open to lucky legal sector employers too! Our next most popular prize was an M&S Italian Hamper which was filled with chocolates, biscuits, wine and more and was kindly by Moneypenny.

As usual, prize including food and drinks were most popular, but all our prize saw a huge demand!

We are excited to see how far we can go in 2023! If you are a supplier to the legal sector and would like to get on board REALLY early with donating a prize, please email maddie@conscious.co.uk.

Have you ever thought about doing an advent calendar, if so, why not get in touch later in the year to see how we can help you get into the festive season?

Our 2022 Advent Calendar Summarised in Numbers

  • 23 days
  • 23 daily email send-outs to law firms, plus 4 to legal sector suppliers
  • 46 tweets plus retweets from the ConsciousPR Twitter
  • 46 LinkedIn posts
  • 23 Instagram posts
  • 18 prize sponsors
  • 1 bonus prize
  • 23 prize winners plus our bonus prize winner
  • 27.98% average email open rate for legal sector professionals, 28.5% average email open rate for law firms
  • 12.42% average click-through rate
  • 4 unsubscribes on average per day
  • 102 unsubscribes in the month
  • 26,090 views of our landing page
  • 13,473 unique views of our landing page
  • 12,227 entries in total
  • 92 people entered every day and were entered into our bonus prize draw
  • 2,747 email list recipients
  • £2,500 worth of prizes given away to all of our lucky Christmas winners