A December campaign with three audiences and one emotion

audience segments

3

channels

3

daily pieces

12

returning customers

50%

Challenge

BCDIP runs learning and networking for Kenya's built industry. Its yearly 12 Days of Christmas offer had to do three jobs at once: win back customers from earlier campaigns, convert mailing-list subscribers who had never bought, and reach new leads.

Approach

We gave each audience its own job, then built the whole campaign on a single emotion, joy, so that twelve days of posts read as one story.

Solution

Twelve daily pieces of short video, carousels and one-line posts across LinkedIn, Facebook and X, with the managing director's own LinkedIn presence carrying the campaign.

Result

Half of the campaign's customers were returning customers.

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