Christmas is a time of traditions, making memories and connecting through shared experiences.  These moments can be beautifully heart-warming or simply a little light-hearted and fun. 

In COVID times, these Christmas experiences that used to happen in real life have now increasingly needed to move online. So, let's showcase an online experience for Trade Me to stand out against the other faceless online retailers.

Working closely with the Trade Me team, we created Trade Me's very own Kiwi-as magical Christmas Elf.  She's cheeky, and playful, and fits with Trade Me's bright, loveable, and quirky brand personality.  But, the Trade Me Christmas Elf was not your ordinary elf. She doesn't work for Santa. In fact, this elf actually lives inside the Trade Me website.  

In the lead-up to Christmas, she emerges from her house and looks around the website, seeing what new and wonderful things are available this Christmas.  She knows everything about gifts and what people want and will happily pop up where you least expect her with handy present-giving advice.

The campaign exceeded its ambitious targets driving YoY increases of over 50% in campaign-attributed website traffic and total purchase value. In addition, the campaign reached a significantly larger audience YoY with very strong message outtakes and connections in the target audience, positioning Trade Me as the destination for Christmas gifting.